<p><p>Abstract</p><p>Date: September 1, 2008</p><p>Course: EFO705 Master Thesis International Marketing</p><p>Tutor: Peter Dalin</p><p>Authors: Muhammad Rizwan mrn07003@student.mdh.se</p><p>Qin Xian xqn07001@student.mdh.se</p><p>Title: Study of Brand Awareness and Brand Image of Starbucks</p><p>Problem: To investigate to what extent the Swedish youths have brand awareness</p><p>about the brand of Starbucks and what kind of brand perception of</p><p>Starbucks as reflected by the brand association held in target customers’</p><p>memories (brand image).</p><p>Purpose: Carrying with the conception of brand awareness and brand image</p><p>packaged into the case of Starbucks brand, the authors aim to investigate</p><p>the degree of Starbucks’ brand awareness among the Swedish youths’</p><p>minds (brand awareness) and the perceptions of Starbucks brand as</p><p>reflected by the brand association held in target customers’ memories</p><p>(brand image).</p><p>Method: Primary data is collected through qualitative interviews with Swedish</p><p>students of Mälardalen University in vasteras. Secondary data is collected</p><p>from articles and literatures in journals and through internet.</p><p>Conceptual Model: A model of keller about Brand Image and Brand Awareness is</p><p>used as the conceptual framework of whole thesis. The relevant</p><p>theories and definitions are used during the research process.</p><p>Conclusions: After the investigation we can come to the conclusion that the focal</p><p>respondents’ acquaintance to Starbucks brand stay on the basic</p><p>level—they are able to recognize the focal brand and retrieve it when</p><p>given some type of probe as a cue. Although the general spirit</p><p>embedded into Starbucks is consistent with what the customers</p><p>comprehend, still some commitments and symbol involved into</p><p>Starbucks are ignored or misunderstood by focal respondents. The</p><p>concrete explanation is concluded underneath:</p></p>

Abstract Date: September 1, 2008 Course: EFO705 Master Thesis International Marketing Tutor: Peter Dalin Authors: Muhammad Rizwan mrn07003@student.mdh.se Qin Xian xqn07001@student.mdh.se Title: Study of Brand Awareness and Brand Image of Starbucks Problem: To investigate to what extent the Swedish youths have brand awareness about the brand of Starbucks and what kind of brand perception of Starbucks as reflected by the brand association held in target customers’ memories (brand image). Purpose: Carrying with the conception of brand awareness and brand image packaged into the case of Starbucks brand, the authors aim to investigate the degree of Starbucks’ brand awareness among the Swedish youths’ minds (brand awareness) and the perceptions of Starbucks brand as reflected by the brand association held in target customers’ memories (brand image). Method: Primary data is collected through qualitative interviews with Swedish students of Mälardalen University in vasteras. Secondary data is collected from articles and literatures in journals and through internet. Conceptual Model: A model of keller about Brand Image and Brand Awareness is used as the conceptual framework of whole thesis. The relevant theories and definitions are used during the research process. Conclusions: After the investigation we can come to the conclusion that the focal respondents’ acquaintance to Starbucks brand stay on the basic level—they are able to recognize the focal brand and retrieve it when given some type of probe as a cue. Although the general spirit embedded into Starbucks is consistent with what the customers comprehend, still some commitments and symbol involved into Starbucks are ignored or misunderstood by focal respondents. The concrete explanation is concluded underneath:

<p>Title: The Pursuit of Sustainable Competitive Advantage – A Profile of the Starbucks Corporation</p><p>Authors: Benjamin Adam White & Ettore Moraschinelli</p><p>Advisor: Jean-Charles Languilaire</p><p>Date: 2009 May 29</p><p>Program: International Business and Entrepreneurship</p><p>Purpose: To study sustainable competitive advantages using Starbucks as a case study.</p><p>Methods: The qualitative method was utilized to collect the secondary data used in this type of thesis, being a case study. This approach applied to both the theories used in the analysis as well as the empirical data about Starbucks.</p><p>Conclusion: Nothing is sustainable in business including a company’s such as Starbucks competitive advantages.  It is the pursuit of the utopian idea of sustainable competitive advantages that can actually be sustained.  This approach does not guarantee success, but important components of a company’s pursuit are their leadership, innovative nature and relationship management.  Accordingly these theories do not cover all aspects or offer a full explanation of Starbucks success. Therefore, it is recommended for others to research Starbucks using different theories and perspectives in order to draw out other analyses from the empirical case</p>

Title: The Pursuit of Sustainable Competitive Advantage – A Profile of the Starbucks Corporation Authors: Benjamin Adam White &amp; Ettore Moraschinelli Advisor: Jean-Charles Languilaire Date: 2009 May 29 Program: International Business and Entrepreneurship Purpose: To study sustainable competitive advantages using Starbucks as a case study. Methods: The qualitative method was utilized to collect the secondary data used in this type of thesis, being a case study. This approach applied to both the theories used in the analysis as well as the empirical data about Starbucks. Conclusion: Nothing is sustainable in business including a company’s such as Starbucks competitive advantages.  It is the pursuit of the utopian idea of sustainable competitive advantages that can actually be sustained.  This approach does not guarantee success, but important components of a company’s pursuit are their leadership, innovative nature and relationship management.  Accordingly these theories do not cover all aspects or offer a full explanation of Starbucks success. Therefore, it is recommended for others to research Starbucks using different theories and perspectives in order to draw out other analyses from the empirical case

When the first Starbucks opened in 1971, not even the founders expected that just two decades later, it would become one of the strongest international corporations. Starbucks has experienced unprecedented growth and unfathomable success. The company grew from 17 stores in the company’s founding years to approximately 17,000 stores across 55 countries just 40 years later.1 According to the corporate website, the Starbucks mission is “to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time”.2 In order to fulfill their mission statement, Starbucks has to mold their company to align with the ever-changing consumer interests. Starbucks has continued to use its logo as the symbol of change in the company’s product base. Over the years, Starbucks’s brand name has consistently strengthened and was a determinant factor in the company’s unparalleled success. The corporation’s first major logo change in 1987 reflected the move away from a main-street coffee shop and into a more modern espresso bar that offered a broader array of products. The company’s second major logo change occurred in 1992 when Starbucks had their initial public offering on the NASDAQ stock exchange.3 Finally, this thesis will examine the impacts of Starbucks most recent logo change in 2011, and will conclude that better accounting methods must be created to quantify the value of a strong brand like Starbucks. 1 "Year in Review: Fiscal 2011." Starbucks Global Responsibility Report – Goals and Progress 2011. Starbucks Corporation. Web. 2 Feb. 2012. . 2 Starbucks Corporation. "Our Mission". Starbucks Home Page. 28 Feb 2012. Web. . 3 Schultz, Howard, and Joanne Gordon. Onward: How Starbucks fought for its life without losing its soul. New York, NY: Rodale, 2011. 1-11.

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This study paper not only to do the comparison study of competition strategy analysis , also cover the other two dimensions¡¦s comparison of entrepreneurship and innovation strategy analysis. Through these three dimensions analysis to do the case study of Starbucks, and further to do comparison between two selected restaurant , 85 C & Cha for tea with the Starbucks (1992, before IPO) then try to concluded to future tea restaurant model. The production of Taiwan tea leaf industry, drop from per year 4 thousand tons to Around 2 thousand tons, but actually the total industry sales value still keep same level as the peak year, the major reason is cause by the growth from three market segment ,First segment , the tradition tea shop ,sale more then 4 thousand tons tea leaf ,mainly Oolong tea & Green tea ,total sales amount around 11 Bio NTD . Second segment, the ready-to- drink ,tea drink beverage industry ,consume more then 6 thousand tons tea leaf, total end product sales amount over 15 Bio NTD, Third segment , tea house + tea stand and tea restaurant ,consume around 7 thousand tons tea leaf,total end product sales amount around 18 Bio NTD. Base on above three segment , we can see tea house + tea stands and the tea restaurant are the major growing segment for the whole tea industry, also if we counts in the total involve labors ,still this segment share the biggest contribution. Then we foresee as long the innovation growth from this segment will in final contribute to Taiwan tea industry. This paper then focus on the future dream model of tea restaurant , while review the history of Stuarbucks & Taiwan tea restaurant ,It is very interesting to found that both starting from early 1970, till 1992, come out to be huge difference, Starbucks start its IPO in 1992 then continuous to do the internationalize extension, and become a worldwide leading specialty coffee house and famous brand . In the mean time , Taiwan tea restaurant ,diversity growth in Taiwan inland and east Asian, there been a lot success medium & small chain store , without a realy internationalize teaestaurant. I select Starbucks in 1971- 1992 before IPO period as target benchmark to do the case study, after screening the local tea restaurant and chain store , found that the 85 C coffee house and Cha for tea Tea restaurant was the best candidates to be a dream module as the comparison study. Case study ,start from background introduction of Taiwan tea house+tea stands and tea restaurant's history. Second part, Collect the theory and analysis model for success strategy and innovation strategy. Third part, outline Starbucks success model, utilized the external market environment and internal value chain and plus entrepreneurships & innovation strategy to outline the success of Starbucks . The final part is to do the details comparison between 85 C coffee house and Cha for tea Tea restaurant with Starbucks ,Then concluded to the future dream model of tea restaurants.

No / The purpose of this paper is to present a critical viewpoint on the negative aspects of market, price and cost transparencies to consumers in terms of its costs. It adopts an inter-disciplinary approach from the marketing, economics and accounting literature. The paper explores market transparency in the ever-changing world and uses brand names like Starbucks and iPhone to illuminate instances where imperfect markets are supported by consumers. Recognizing the role that the Internet plays in promoting price transparency, it espouses how extant information can add costs and risks to the consumer’s value judgement. Finally, the paper advocates that arbitrary judgements existing in cost accounting make it difficult to compare unit cost. This could result in consumers paying extra money to benefit from cost transparency. This paper argues that three main issues may arise in providing unit cost to the consumers. First, transparency entails built-in costs, whether they are in taxes or product prices. Second, in accounting, unit cost information is currently not equitable between businesses. Finally, the paper argues that extra time and effort in making sense of unit cost information lead to questions about the viability of transparent costing. The arguments for transparency have been widely discussed, supported and promoted by many. While negative aspects are known to businesses, few consider the consumer’s perspective. By amalgamating evidence and arguments from different disciplines, this paper lends value, providing a critical perspective where transparent unit cost revelation can be more costly and less viable than what is assumed.

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The third place of the corner café has historically served as a community living room, providing an essential setting for social interaction and flânerie within the built environment. With modern technology and communication methods, however, interaction that once required physical proximity can now occur virtually. So where does this leave the corner café in today’s society? Have our third places moved online into fourth places such as Facebook and Twitter? A gallery exhibition entitled #Community is discussed as a visual representation of this written thesis. Methods and frequency of interaction – with others in the physical space as well with those not present – are discussed, providing information which may inform design and provide insight into the relevancy of the built environment in the face of evolving technology.