Concluding Case – Custom Coffee & Chocolate Essay

Concluding Case – Custom Coffee & Chocolate Essay.

Billions of people across the globe choose to have a cup of coffee each morning to start the day or as a morning work break but coffee has become more than just a drink. Coffee has become an ingrained part of various cultures and coffee shops can be found in most every city around the world. It is little wonder that coffee ranks among the world’s largest commodity markets second only to oil (“Dangerous Grounds: About the Show”, 2013).

Given diversity and competition in the market, the small startup company of Custom Coffee & Chocolate will require a clear mission statement, detailed business analysis, and tactical plans that will help it to increase market share within the Seattle community.

A mission statement describes a company’s fundamental purpose and how that company is unique within its product and services offerings. In writing of the company’s mission, each word must be carefully selected for consistency and there must be a commitment from the stakeholders to focus resources in the accomplishment of this mission (Ireland & Hitt, 1992).

Bonnie Brewer and Stacy Kim have passed a milestone having developed regular customers within the five months of opening the first coffee house. As a statement for moving forward, “Custom Coffee & Chocolate’s mission into the community is to provide the highest quality, socially ethical coffee and chocolates while serving to keep the Seattle community connected and invigorated. ” The next step towards developing a tactical business plan is to identify internal strengths and weaknesses as well as external opportunities and threats. A common challenge among small startup companies is finance.

Within the first six months, Brewer and Kim have exhausted both their savings and initial small-business loan placing the company in a precarious position. For further development of the business, these proprietors will need to seek further investment capital through another partner, reduction in salary, or incur more debt with another small-business loan. Being located near a university is a strength that entails a surrounding population that is educated and can appreciate socially and environmentally sustainable coffee and chocolate.

Coffeehouses for this type of customers are not only a place to purchase caffeine but also a social gathering place for study and recreation. Many coffeehouses are able to differentiate themselves from larger chains such as Starbucks by creating a more inviting environment that encourages guests to stay longer and experience the ambiance (Grant, 2005). Custom Coffee provides currently provides quality product but needs to improve the service it provides to the area. Companies such as Starbucks, Tully’s, and Seattle’s Best have made their starts in the Seattle community and in some cases grown to be national and multi-national organizations.

In some cases such as Tully’s coffee, the competition was too much and have gone into bankruptcy (“McDreamy’ saves Seattle coffee chain,” 2013). The tactical plan for Custom Coffee & Chocolates will comprise of two milestone events. Within the first year, the company will take out another small-business loan to improve its utilization of technology. The store will install high-speed wireless for its guests as well as invest in improving its website and web search analytics. Brewer and Kim will implement an in-dorm delivery service while also standardizing hiring and training practices for the new, part-time staff that will be required.

The hours of operation will be lengthened to better serve students’ late night study habits as well as an increase in marketing to the university clubs and organizations. This will lead into an event schedule that may include coffee and chocolate tastings as well as an open mike night. The goal of these changes will result in the company being financially stable within the first year and better positioned for expanding into a few other locations within the second or third year. In conclusion, a company must identify its reason for existence, analyze the market, and then make a plan based on both that mission and market analysis.

The Custom Coffee & Chocolate store has many challenges that lay ahead but with clear vision and planning, it is positioned to become an ingrained part of Seattle’s university communities having successfully passed the first six months of operation. A key to this success will be for the company to focus into a niche where many of the nationally franchised coffee shops lack (Grant, 2005). Custom Coffee will exceed with socially and environmentally responsible products as well as providing a friendly, social gathering point for the local community.

Concluding Case – Custom Coffee & Chocolate Essay

Sustainable Competitive Advantage Essay

Sustainable Competitive Advantage Essay.

A sustainable competitive advantage occurs when an organization acquires or develops an attribute or combination of attributes that allows it to outperform its competitors. These attributes can include access to natural resources or access to highly trained and skilled personnel human resources. It is an advantage (over the competition), and must have some life; the competition must not be able to do it right away, or it is not sustainable. It is an advantage that is not easily copied and, thus, can be maintained over a long period of time.

Competitive advantage is a key determinant of superior performance, and ensures survival and prominent placing in the market. Superior performance is the ultimate, desired goal of a firm; competitive advantage becomes the foundation. It gives firms the ability to stay ahead of present or potential competition and ensure market leadership. Resource-Based View of the firm.

In 1991, Jay Barney established four criteria that determine a firm’s competitive capabilities in the marketplace.

These four criteria for judging a firm’s resources are:

1. Are they valuable? (Do they enable a firm to devise strategies that improve efficiency or effectiveness?) 2. Are they rare? (If many other firms possess it, then it is not rare.) 3. Are they imperfectly imitable (because of unique historical conditions, causally ambiguous, and/or are socially complex)? 4. Are they non-substitutable? (If a ready substitute can be found, then this condition is not met?) When all four of these criteria are met, then a firm can be said to have a sustainable competitive advantage. In other words, the firm will have an advantage in the marketplace which will last until the criteria are no longer met completely. As a result, the firm will be able to earn higher profits than other firms with which it competes. Developing Sustainable Competitive Advantages

1. Customer Loyalty: Customers must be committed to buying merchandise and services from a particular retailer. This can be accomplished through retail branding, positioning, and loyalty programs. A loyalty program is like a “Target card.” Now, when the customer uses the card as a credit card, Target can track all of their transactions and store it in their data warehouse, which keeps track of the customer’s needs and wants outside of Target. This will entice Target to offer products that they do not have in stock. Target tracks all sales done on their cards. So, Target can track customers who use their card at other retailers and compete by providing that merchandise as well.

2. Location: Location is a critical factor in a consumer’s selection of a store. Starbucks coffee (shown here Figure 1) is an example. They will conquer one area of a city at a time and then expand in the region. They open stores close to one another to let the storefront promote the company; they do little media advertising due to their location strategy. 3. Distribution and Information Systems: Walmart has killed this part of the retailing strategy. Retailers try to have the most effective and efficient way to get their products at a cheap price and sell them for a reasonable price. Distributing is extremely expensive and timely.

4. Unique Merchandise: Private label brands are products developed and marketed by a retailer and available only from the retailer. For example, if you want Craftsman tools, you must go to Sears to purchase them. 5. Vendor Relations: Developing strong relations with vendors may gain exclusive rights to sell merchandise to a specific region and receive popular merchandise in short supply. 6. Customer Service: This takes time to establish but once it’s established, it will be hard for a competitor to a develop a comparable reputation. 7. Multiple Source Advantage: Having an advantage over multiple sources is important. For example, McDonald’s is known for fast, clean, and hot food. They have cheap meals, nice facilities, and good customer service with a strong reputation for always providing fast, hot food

Sustainable Competitive Advantage Essay

Green Tea Essay

Green Tea Essay.

Green tea is an essential part of people’s everyday life around the world; it is tasty and healthy but is that all there is to it? Most people in Europe and Asia prefer green tea over other beverages as it is light and energizing. China, where tea came from, is the center of green culture; Chinese people have much higher life expectancy due to living healthy and drinking green tea.

As many people know “the history of green tea began in China” (Learn all about the History of Green Tea).

Some sources claim that there are references to green tea as far as 5000 year ago. It can be true because many ancient Chinese artists portrayed wealthy people drinking tea (Painting). Also tea in ancient China was a treat for the wealthy so it could’ve taken some time to develop. There are two legends about where tea came from circulating the world. First one says “an old man accidently stepped on a fallen tea leaf and tasted its juices, he thought it tasted great and had some special properties” (Learn all about the History of Green Tea). Second one tells that an “Emperor Shen Nung discovered tea when a blossom fell in his cup” (Learn all about the History of Green Tea).

With time tea became more than just a drink but a part of the Chinese culture. Drinking tea wasn’t just about the tea, a whole new “tea art” was developed. “Tea and tea wares should match surrounding elements such as breeze, pines, bamboo, plums and snow. All there show harmony of human and nature” (Tea Culture). It is easy to understand why tea is so important once you come across a tea ceremony or read one if the many books about it. In the painting you can see that wealthy people were drinking tea and the peasants were making it. The reason why only people of high class could afford tea is because the ceremony was a very complex practice which required pricy equipment and skilled laborers. A proper tea ceremony requires extensive training and spiritual discipline.

Over time many people realized that pure green tea is a great far oxidizer, even too great, drinking pure green tea dangerously burned fat away, Chinese had to find a solution. “They switched to oolong tea which contained less fat oxidizing agents” (Learn all about the History of Green Tea). Oolong tea was the reasonable solution and now it is the most popular tea in China.

All around the world tea is tea but that same tea carries different meaning in each part of the world. For example “in Japan, the rigorous tea ceremony reflects the nation’s character; in the West tea is made with milk and sugar to create romantic atmosphere and in every different part of China different people all have appeal to their own kind of tea which makes them unique” (Tea Culture). Now we can rule out that people love tea but why?

Tea is a worldwide beverage whether it’s green or black, hot or cold, it’s healthy and thirst quenching drink that people around the world consume in numerous amounts to refuel their Becky). Many people replace coffee with tea to avoid crashes and coffee addiction. Antioxidants and flavonoids found only in green tea has shown that tea is very effective in improving mental alertness, reducing cholesterol levels and preventing low blood pressure. To get the full benefit from green tea you have to make your own tea at home, bottled tea isn’t natural and does not come with all the nutrients.

As you can see green tea is very good for your body but as with every beverage there are some minor side effects. Green tea contains caffeine, which in excess can cause restlessness, irritability and sleeping problems (Green Tea Side Effects Warnings). It is safe to drink no more than 5 cups of tea a day; furthermore, one should not drink it during mealtime because green tea can reduce absorption of iron and folic acid.

With that said, green tea is a healthy drink that came from ancient China. It does have some bad things to it but the benefits shadows them. History of green tea continues on even now, being number two most popular drink after crystal clear water, even more popular than Coca Cola and beer.

Works Cited
Ancient Chinese drinking tea. Sldinter. 18 Jan 2013. “Green Tea Side Effects Warnings!” Amazing-green-tea. 20 Jan 2013. Hand, Becky. “The Truth About Green Tea.” Sparkpeople. 20 Jan 2013. “Learn all about the History of Green Tea” Green-teas-guide. 20 Jan 2013. “Tea Culture.”. Travel china guide. 20 Jan 2013

Green Tea Essay

Mystic Monk Coffee Case Analysis Essay

Mystic Monk Coffee Case Analysis Essay.

Mystic Monk Coffee is a company established by Father Daniel Mary, the Prior of the Carmelite Order of monks in Clark, Wyoming. The monks are a group of 13 living in a small home. Coffee sales are used to support the brotherhood and to eventually prepare for expansion of the order. Coffee is produced using high quality fair trade Arabica and fair trade/organic Arabica beans. There are many popular flavors such as Mystical Chants of Carmel, Cowboy Blend, Royal Rum Pecan, and Mystic Monk Blend.

The company’s traditional target market has been the segment of the U.S. Catholic population who drinks coffee and supports the monastery’s mission.

Industry Analysis

The approximate number of coffee consumers in the United Stated is 150 million and 89 percent of those drinkers prefer to make coffee at home rather than purchase from franchises. Of the consumers who drink coffee at home, approximately 30 percent prefer premium specialty coffees that sell for $7 to $10 per 12-ounce package.

These coffees are made from high quality Arabica beans rather that low quality, bitter Arabica beans. Mystic Monk Coffee is among the distributors that produces a higher quality product.

Company Mission

The current mission is to produce a high quality product that is marketed to the segment of the U.S. catholic population who drink coffee and wish to support the monastery’s mission. The monks make their appeal by asking the Catholics to use their Catholic coffee dollar for “Christ and his Catholic church.” This is published on the website.

Company Objective

Mystic Monk Coffee has a primary goal of transforming the small brotherhood of 13 monks lining in the small home to include accommodations for 30 monks. There is a property in the Rockies with an asking price of $8.9 million. The monks currently have a donation of $250,000 and a plan to raise the remainder of the funds. There are currently more than 500 inquiries who want to be considered to become a Wyoming Carmelite and Father Prior Daniel Mary wished to accept a select few when he is able to expand.

Company Strategy

The company primarily uses word of mouth as a means of sales and increase of revenue. Sales are generated primarily from online orders. Mystic Monk also offers non-secular websites commissions on sales made to customers directed to the website. The website and its affiliates help the company to earn a net profit margin average 11 percent of revenues.



* The price is reasonable. The average premium brand coffee is sold for $7 to $10 dollars per 12 ounce package. Mystic Monk Coffee averages $9.95 per 12 ounce bag and all purchases over $25 qualifies for free shipping. * The monks are dedicated to making the coffee. Everyone at the company has the same goal and this is to further the revenue of the company in hopes of expanding to better serve God.


* The Carmelite Order currently has the production capacity of 540 pounds per day and the demand will soon exceed the production capacity. The production is also limited due to prayer and meditation throughout the day. * Advertisement is primarily by word of mouth. There are consumers who would try the coffee because it is of high quality and good price but do not know about it.


* Through the sale of its coffee, the Carmelite Monks may realize their dream of purchasing the Irma Lake Ranch. * Donations made by individual supporters will help to fund the purchase of the land. * Expansion of the brotherhood through the purchase of a larger parcel of land.


* Some people may not purchase the coffee because of the religious affiliation. * The price of the coffee may increase after the purchase of new land.


Problem Scope

The Carmelite Monks of Wyoming would like to purchase a ranch that would greatly increase its operations. The order currently has 13 monks working to produce coffee for sale and has a production capacity of 540 pounds per day. The company is sustainable because the monks have a specific goal in mind and all are on the same page when trying to reach the goal of the purchase. I selected this problem because although the company makes great sales, sales will not be enough to purchase the land. The company does not effectively advertise itself and will need to improve advertisement to increase sales. Problem: The mission of the company is tied to the vision of the company. Father Daniel Mary realizes that the monastery environment is a unique challenge to the business because of the limited hours of production and also the limited access to the outside world. Although the monks are highly secluded, they manage to sell their coffee although it is mainly sold to Catholic believers.

Solution: Mystic Monk Coffee can begin to be offered in small shops in the United States. I would not recommend supermarkets at this time because of the limitations of production. As sales increase, revenue generated from increased sales will help with the purchase of new property and the coffee can then be offered in a limited amount of supermarkets. With the purchase of new land, there will also be an increase in labor and production with the addition of new monks to the order.

Problem: Mystic Monk Coffee has a target market of the U.S. Catholic population who drank coffee and wished to support the monastery’s mission. Solution: Mystic Monk Coffee should expand its target market. It can do this by targeting not only Catholics but all coffee drinkers in the U.S. who value price and quality. Most people enjoy a good cup of inexpensive coffee. The emphasis should not be on the support of the monastery’s mission but should focus on great coffee for a reasonable price. By doing this, the Monks would increase sales and eventually be able to purchase a larger property.


The monks may feel they are compromising their beliefs by focusing more on the coffee than their stated religious mission. If the monks focus on the fact that they are running a company that will eventually generate the sales needed to further their mission, this may ease the feelings. The monks may also want to increase their order by two to increase production and earn more money.


Although Mystic Monk Coffee has a unique set of variables, they will be successful in increasing sales and purchasing the land.

Mystic Monk Coffee Case Analysis Essay

Starbucks Project Proposal Essay

Starbucks Project Proposal Essay.

The Starbucks Company does not need any introduction; the sweet smell of hot coffee touches your nostrils as soon as the name of Startbucks is mentioned. In order to give a magnificent boost to this world acclaimed brand, the proposal of the vending machines has been designed. The following assessment encompasses all the marketing strategies including 4p’s and the SWOT analysis by highlighting the significance and efficiency of the vending machines to promote the sale and growth of Starbucks product in the market.

Background Howard Schultz (Starbucks chairman, president and chief executive officer) was mesmerized by Starbucks product for the first time when he tasted a cup of Sumatra in 1981. His actual journey began in 1982 and since then he devoted himself to the company and revolutionized the whole set up.

His passion to introduce the flavours of Italian coffee to the United States opened up new vistas not only to his career but also took the Starbucks product to a new height.

He travelled and widened his experience of tasting different blends of coffee in Italy, he was inspired by the comfy atmosphere of the coffee houses and wanted to introduce the same places with the similar ambiance in the United States. He started off with his own coffeehouse by the name of Il Giornale, and in August 1987, he made a grand entry by purchasing Starbucks with some local investors.

Starbucks motto is not only to sell the product; it ennobles the idea of unanimity and social interaction by providing the cosiest place of the world.

Starbucks bags the honour of holding 15,000 stores in 50 countries and known as the premier roaster and retailer specialist in the world.

New Product Startbucks is famous for introducing new ideas in the market and has always appreciated new ventures. This assignment presents proposal of an exclusive vending machine for the company that can prove another novelty for the company and raise the growth rate of the company by hundreds.

To understand the effectiveness of the idea, it is important to talk about the 4p’s of marketing that is product, place, price and promotion.

Product What is Vending Machine? A vending machine facilitates the consumer by providing him any item without botheration of looking for a store to purchase snacks, beverages, alcohol, cigarettes, lottery tickets, consumer products etc. You simply have to insert currency or credit cards into the machine and get whatever you want. The idea of vending machine was germinated in introduced in late 19th Century.

During the early 1880s, the first commercial coin-operated vending machines were introduced in London, England. In 1888, the Thomas Adams Gum Company introduced the very first vending machines to the United States. The machines were installed on the elevated subway platforms in New York City and sold Tutti-Fruitigum. In 1897, the Pulver Manufacturing Company added animated figures to its gum machines as an added attraction. The round candy coated gumball and gumball vending machines were introduced in 1907. (Merry Bellis) The progress in this field has brought great versatility to vending machines, now you can see gold vending machines, vending machines, vending machine release anger bike, etc.

How does it actually work? Once the amount has been verified and accepted by the machine, it allows the customer to get the product either by pushing the button and fill the cup or it releases the product in an open compartment at the bottom into the cup as soon as the amount is receive. The data is computerized and the machine works electronically, the customer has to enter the item code, machine accepts the payment and the procedure begins.

 The analysis comprises the strength and weaknesses of the proposal.

Strengths The name of Starbucks is associated with quality. The customers have blind faith in the quality of the product that is the biggest plus point in the field of marketing. Supreme quality coupled with splendid service can boost the sale of the product to new heights. Customers’ feedback on daily basis to check their priorities can also be a very strong strategy for the raise of sale.

Vending machines are also least vulnerable to the threat of hacking. Though, over the years, criminal elements have tried several ways to hack the machines but no major disaster has ever been reported. Vending machines have been updated as per the requirement of the machine purchasers.

Weaknesses The biggest hindrance in the promotion of the idea can be the lack of storage space for food product as well as for machines. It is not possible to overcome this issue in the beginning; the expansion of the above mentioned areas is possible with time.

Some health conscious people have reservations against using the products delivered from the vending machines; they suspect the freshness and hygienic conditions of the product. However, with the advent of latest technology every gadget has turned into a luxurious delicacy. The vending machines offer services with some interesting features, some of them are as follow: * No cleaning up, no mess, one cup at a time

* Drinks ready in 40-60 seconds * Available 24/7

Opportunities Availability of the wide range of variety is the pride of Starbucks Company which cannot be beaten down by any other competitor in the market. It can play a vital role to increase the growth rate and establish the relation of trust with the customers.

Threats Advantages of Machine It is available 365 days a year without a stop. It only needs the vigilance over the constant supply of product and a little maintenance. It avoids the losses in term of bad checks or credit card risks as it works only after verifying the amount paid for the product. Another important attraction is the facility of mobilizing the machine. The location can be adjusted as per the requirement and demand of the customer.

Disadvantages No system is complete without mentioning its disadvantages as it is better to be realistic than a loser. The machines are prone to public abuse in the form of vandalism as no safety measures can be taken to avoid the situation. Similarly, in some cities the rate of tax for fixing the machine is really very high and can cut down the amount of profit.

Another stigma has been attached with the usage of vending machine and has been turned into a nightmare by ‘the societies of war against obesity’. New workplace initiatives are targeting vending machines for causing increasing rate of obesity in young people which affect their health and increase cost of health care services. Therefore, the choice of maintaining good health is always in the hand of consumer and right time and right amount can solve a lot of problems. Thus, there is a need to create awareness about the health issue rather than to condemn vending machines.

Place The idea of the vending machines generated from the concept of providing facility to the customers at the nearest possible spot. You can get items of your choice anywhere without hunting the general stores or shops. The machines can be installed with great ease at almost every place such as shopping malls, stadiums, restaurants, gas stations, universities etc. Since the system is a novelty in the market, it can easily grab its territory to generate great business.

Price The idea of using a vending machine does not burn a hole in the pocket of the customer. The customer enjoys all the flavours and variety at the same price which he expects to get at the shop as well as other benefits such as on the purchase of the product between $5.00 and $500.00, the customer can relish the advantages of promotional deals and gift hampers. There is no compromise over the quality of the product if it is sold through vending machines and the lovers of Starbucks coffee know and believe that they are getting the same product everywhere let it be a shop or a vending machine.

Promotion The machine can abridge the distance between the coffee lovers and the product as it is available at any nook and corner by the virtue of our proposal. It brings the customers and the products closer to each other and it becomes hard to resist the temptation of having a nice cup of coffee especially when it is easily available and you are not to taking another route to get to its closest outlet. It is always there to serve you like the most obedient servant at your disposal.

Other marketing techniques can also speed up the rate of sale such as attractive web pages about the product, fluorescent neon sings with machines, vending machines publicity at the Startbucks shops, other incentives for using vending machines for example the introduction of loyalty card with a bar code that can give advantages to the customer for the maximum purchase of the product from the vending machines.

Franchise To make Starbucks an internationally-recognized symbol of quick-service, the vending machines can play a pivotal role. As Starbucks is already providing its services in fifty different countries, the span of success can be expanded to several degrees by introducing the vending machines in new locations. The product can be given the status of the most successful franchise through research and development of new concepts and services, vending machine will definitely prove the best strategy. The system can easily beat its competitors through good marketing coverage and occupying more territory space. Thus it can generate successful business which can be easily operated and mobilized.

Partners The customer has a relationship of trust and reliability with the product. Startbucks has earned that trust by providing quality product incessantly over the years and has never compromised over it. .The installation of vending machines can also create opportunities for other supporting products (snacks, etc.) in the market. These products can get advantage of the Starbucks popularity as a customer’s perspective about your collated product is influenced by the integrity you have established in the market. Thus, by keeping a certain percentage of profit over the secondary product, rate of profit can be increased manifold.

Future Prospects The increasing demand of vending machine interested technologist to bring several friendly-user changes in the machines, such as some Japanese companies are working to make them thinner and compact with more advanced functions. In order to meet the consumer’s sense of taste and quick and easy service, some very remarkable technologies have been introduced such as cup-mixing systems, indoors series of vending machines, separate or built in microwave oven, more bill storage capacity, thin bill validators (Fuji Electrics) etc. Thus, the future of vending machines is very bright as different business giants are working towards making it the most wonderful amenity by keeping in view the global environment problems, product liability act and increasing social needs. Conclusion

The installation of vending machine can revolutionize the franchise system of the Starbucks Company. It can energise and invigorate the whole set up within a short span of time. As every system has its pros and cons but vending machine system is appealing in terms of its countless advantages. It can be the cream of the crop and can make a go on very practical and easy terms.

Starbucks Project Proposal Essay

Comparison of Ph Between: Coffee, Coffee (Tums) and Coffee (Alka-Seltzer) Essay

Comparison of Ph Between: Coffee, Coffee (Tums) and Coffee (Alka-Seltzer) Essay.

Tums and Alka-Seltzer are drugs found in most retail stores, they relieve heartburn, acid ingestion and minor aches/pain (Alka-Seltzer). Coffee is one of the most consumed beverages in the world. It has a stimulating effect due to caffeine and enhances alertness/awareness.

Objective/ Hypothesis

Coffee is slightly acidic, with distribution of components such as Tums and Alka-Seltzer the various ph levels should be different. So the control treatment (coffee) will have a lower ph then coffee (Tums) and coffee (Alka-Seltzer).

Null Hypothesis: Ph levels between Tums and Alka-Seltzer will be slightly different in each treatment.
Alternative Hypothesis: Ph levels between Tums and Alka-Seltzer will be similar in each treatment.


The treatments were carefully observed. Recording the ph levels were taken with caution to not contaminate the solutions. The three solutions had 50 ml of coffee each, the other two treatments contained a tablet of Tums and one of Alka-Seltzer.

Results and Discussion

During the experiment each lab tables ran their individual test.

The same amount of coffee was used in the solutions for each table, also one tablet of Tums and Alka-Seltzer was used in the solutions. The results on the lab tables were slightly different.

Table #| Control| Tums| Alka Seltzer|
1| 6.33| 6.68| 6.92|
2| 6.34| 6.80| 6.75|
3| 6.39| 7.34| 6.92|
4| 6.39| 7.11| 6.82|
5| 6.5| 7.05| 6.88|

The ph for each treatment are different although the error bars show that ph are not exact. There is uncertainty in the ph for the treatments, the ph can either be higher or lower.


The treatments showed different ph levels on each lab table even though the same amount of components was distributed. Also the ph level between the alka-seltzer and tums were different. Tums treatment is less acidic then the alka-seltzer treatment, so using tums for treatment of heartburns and acid reflux may be more effective then alka-seltzer.


Alka-Seltzer from Tums from

Comparison of Ph Between: Coffee, Coffee (Tums) and Coffee (Alka-Seltzer) Essay

Case Study on Xpresso Lube Essay

Case Study on Xpresso Lube Essay.

I – Xpresso Lube’s Service Package

Supporting Facility

In Xpresso Lube, Charlie provided lifts in the workshop so that customers can have a view of their cars to take a look at the problems the staff had mentioned. This gains customer loyalty, by ensuring that the customers do not get ripped off, as to encourage the spreading of Xpresso Lube’s quality services via the word of mouth. There are two additional stalls for customers to have their car oil changed, in order to prevent a bottleneck from occurring.

In order to increase the level of comfort in Xpresso Lube, there is also a café, providing customers with beverages so that they can have the luxury of freshly made coffee while waiting for their cars to be serviced. All these facilities are indoor. However, Charlie did provide an outdoor space for his staff to work on customers’ cars when the weather is pleasant. This way, Charlie can deal with the flow of customers as they have more stations to serve their customers.

A transportation facility is provided to fetch customers from workshop back to their offices and vice versa. As many of the customers only have time during their lunch period or the end of the day to service their cars. Therefore by providing this, they able to merely spend 10 to 20 minutes to get down to workshop and get their car serviced and get back to work.

Facilitating Goods

One of the main facilitating goods in Xpresso Lube is the coffee that they provide. Customers receive high quality, freshly brewed coffee made at the point of order, rather than stale coffee brewed when the shop opens for the day. Having a coffee plantation in Costa Rica, Charlie is equipped with the knowledge in bringing in the best coffee beans as possible to ensure customer satisfaction.

Another facilitating goods is the oil Xpresso Lube provides to change the cars’ oil. Charlie has to make sure the oil they use is of quality so that it won’t damage his customers’ cars. Some of the higher end cars in the market cannot run as well with low quality oil, the oil will also harm their engines in the long run. Therefore, to ensure quality and satisfaction, Charlie has to take note of the oil he uses.


After seeing other workshops providing false information to customers, ripping them off, Charlie is determined to provide correct and efficient information to customers. In order to ensure that, Charlie has provided his customers with the lift, so that his customers can see for themselves where the problems lie with their car, instead of just listening to some employee not knowing that in fact there is nothing wrong with the car. Charlie also has to provide efficient information of whether there are available slots for more cars to come in for servicing, by doing so he can have make arrangements with customers to make appointments and bookings. Charlie can hence, ease the flow of customers coming, preventing a bottleneck after working hours at 5pm.

Explicit Services

In Xpresso Lube, the explicit services the customers can see is the service attitude of Charlie’s employees, the quality of service being provided; whether the oil change is quick and of high quality, also the ability of the café to provide quality food and drinks to customers. Transportation services are also provided to reduce customers’ travelling time as mentioned above earlier. All this benefits can be seen by customers, the quality of the service the Xpresso Lube provides can also be perceived.

Implicit Services

Xpresso Lube provides a clean environment to customers, with carpeted floors, tables and chairs for customers while waiting. It tries to make its customers feel at home and comfortable, as workshops are usually very dirty and customers would hardly want to wait for a long time. This helps Xpresso Lube as it cements their brand as a comfortable and higher quality auto shop, especially when compared with its competitors, giving it a comparative advantage. Providing quality information is actually another implicit service. When customers realize that you have been giving them quality and accurate information, you will gain their trust and loyalty. This customer loyalty is very valuable as it means a high lifetime customer value and customer equity, which translates to higher profits in the long run.

II – Distinctive Characteristics of a Service Operation, illustrated by the Case Study


Xpresso Lube has illustrated different approaches of a service operation. After observing the existing oil-change companies, Charlie came out with a much improved concept which was fresh and new, combining a coffee bar with an oil-change business. This is a creative idea which will potentially captured customers’ attention and Xpresso Lube will subsequently became more reputable. Much emphasis on integrity, providing good and trustworthy services will no doubt help Xpresso Lube to retain and attract customers.


This market consists of different participants which includes the customers and the employees, who are the ones serving the customers so as to meet their demands. The kind of employees varies as different employees from different sections of Xpresso Lube serve customers differently. For instance, the front line workers are the ones who make contact with the customers directly to find out what are the customer’s requests whereas the back office operators are in charge of repairing and the actual oil change, invisible to customers. Besides, Charlie’s employees are well trained so as to provide quality services to his customers. Charlie also set up a car repair center, University Auto, which also meets the customers’ demands. This will lead to a further variation of employees and customers.

Customer participation in the service process

Xpresso Lube exists to serve the customer and to satisfy their needs and it is feasible only when the customers do their part, transporting their vehicle to Xpresso Lube or University Auto for service. On the other hand, both companies under Charlie could come out with statistics on customer preferences and identify the peak hour periods. This enables Charlie to be more focused and prepared so as to minimize errors during the service process. Unlike other companies of the same industry, Xpresso Lube requires the customers to have a review of their vehicle before extra services are provided. This is possible when lifts are available to bring the customers under the car safely.


The service Xpresso Lube provides are created and consumed simultaneously. As the vehicles are being serviced, instead of just waiting, Xpresso Lube has the café which customers could spend time at, be it having their lunch, tea break or even relaxing with the presence of band performances. The conducive environment will definitely attract customers and customers may even be there without the need of servicing their vehicles. Recruiting band to perform is a creative way where it could help to keep the customers occupied and entertained. Having the lifts and all the advanced equipment may slow down the process and lead to a longer waiting time. However, the entertainment and café could help to cushion the fluctuation in demand and supply which is mainly caused by the waiting time. Thus in this case, service is provided in two ways.


In this marketing world, service providers have to use different approaches to meet different demands of customers. There are many things which hinder customers from purchasing the services of Xpresso Lube hence, Xpresso Lube is providing alternate services, transporting services to and fro work, to reach out to more customers. Furthermore, these transporting services are beneficial in helping customers to avoid peak hours. As such, it will really aid in smoothing services and prevent congestions. In addition, the coffee café is large enough to accommodate the rising amount of customers.

In conclusion, Xpresso Lube has no doubt fulfilled all criteria of the distinctive characteristics of a service operator. These services delivered to the customers are favorable in expanding this business continuously.

III – Xpresso Lube’s Characteristics

In regard to Nature of the Service Act, Xpresso Lube’s nature of service act consists of tangible actions and its direct recipient of service is property. Xpresso Lube is an oil-changing business for auto mobiles and that it involves a direct relationship of service which can be seen as the personnel changing the oil of the auto mobiles making it a service with tangible actions. Xpresso Lube’s direct recipients of service are property as they involve the changing of oil of auto mobiles.

As for relationship with customers, Xpresso Lube’s nature of service delivery is through discrete transactions and the type of relationship between the service organization and its customers is no formal relationship. It is a discrete transaction as customers do not have to continuously go to Xpresso Lube over a period of time to change their oil rather they can just go one time and get it done. Their relationship with their customers is a no formal relationship as the customers do not have a continuous relationship with Xpresso Lube and are not tied down to being a member with Xpresso Lube.

Xpresso Lube emphasizes on personal exercise judgment in meeting customer needs and it also has a high degree of customization. Xpresso Lube has a high extent to exercising judgment in meeting customer’s needs as this can be seen with Xpresso Lube making a coffee bar to satisfy customer’s boredom while waiting for their car to be serviced. Xpresso Lube also has a high degree of customization in that it allows customers to see their cars being serviced as their cars are being placed on lifts instead of in pits unlike other car servicing businesses.

Xpresso Lube’s extent in which demand exceeds capacity is high in the sense that peak demand regularly exceeds capacity and its extent of demand fluctuation over time is low. This can be seen in that during peak hours, there will be a long waiting time for customers to have their car serviced but this has been countered by Xpresso Lube in having a coffee bar minimizing customer’s boredom while waiting. As oil-changing companies are considered a commodity, their demand fluctuation over time is low.

Xpresso Lube’s nature of service delivery is that customer travels to the service organization and the availability of service outlets is a single site. As it is a car servicing business, customers have to bring their cars to the place. As Xpresso Lube does not have any expansion of outlets, it is therefore a single site type of availability of service outlet.

IV – Xpresso Lube’s Location

The fact there was a vacant space behind the old gas and service station that Charlie turned into Xpresso Lube meant that he was able to turn it into a automotive service , offering transportation services for customers who will be able to get to work while leaving their car in the mechanic’s hands. Charlie was hence able to saturate the market/Austin with his car service with Xpresso Lube, as well as University Automotive.

Also, as said in the case study, its location on the main street has attracted many from different walks of life and that its vicinity to shops makes it attractive. Customers are able to shop at neighboring shops while waiting for their car to be serviced. Being on the main street also means that Xpresso Lube is accessible, visible, has a high traffic volume. There is room for expansion and the surrounding environment fits the shop, with many shops around.

Also, due to the nature of the business, parking is not necessary.

Austin also has a music culture, claiming to have the nation’s best live music. More importantly, Austin is home to the University of Texas, as well as major technology firms like 3M, Apple, Hewlett-Packard, eBay, Google, and Intel, just to name a few, giving it the nickname ‘Silicon Hills’. This means that Xpresso Lube is operating in a bustling environment, with much traffic, therein lies its demand for its services.

Austin also happens to be connected to the interstate I-35 and hence, there would be drivers from all over the country who may try their services out due to the convenience.

Hence, Xpresso Lube’s location in Austin has proven successful for its business model.

V – Suggestions of additional services for Xpresso Lube

The main service objective of Xpresso Lube is to create a unique, pleasant, honest experience for their customers. They do not want customers to feel that they are being treated unimportantly.

Xpresso Lube has already made their customers feel that they have provided a very unique service package by having the café and the workshop integrated, the bands performing during evenings, the transportation service they provide and the subsidiary car repair workshop they also offer. They have also managed to turn a once boring and messy experience into a pleasant one by carpeting the floor of the café and providing chairs and tables for them to enjoy their cup of coffee and listen to music while waiting for their car to be serviced. Every process during the servicing was made clearly to the customers without any uncertainty by using those hydraulic lifts and a skilled and patient mechanic.

Xpresso Lube can bring their service package to another level by including another important area into the package, ownership. As far as its concern, all the above only provide a very comfortable, pleasant experience for the customer. The customer will just go to Xpresso Lube when their car needs the servicing it needs for it to run on the road again.

Road Trips

Xpresso Lube can organize their own road trips during the weekends for their customers to participate and make new friends. The experience of driving the wide west road, going to small pit stations to refuel their vehicles and carry on with the journey with a group of friends is a very enjoyable experience. This idea is very similar to the Harley Owners Group® or also known as the HOGS. This is an international group that unites by a common passion. These members owns the famous Harley Davidson Motorcycles.

Members of the HOGS are very close to one another, everyone from any occupation, blue collar, white collar can ride together as an equal. The general idea for Xpresso Lube to bring into play its very similar, everyone is equal regardless of occupation or any other group, everyone will treat each other as equal, as a family. This will even further bonds the customers and Xpresso Lube into another level where very little has succeed. Customers will feel that they belong to Xpresso Lube, they will feel that they are a part of Xpresso Lube.

Internet Services

Xpresso Lube can also consider adding a wireless internet connection via modems/routers, laptops and printers in their café or lounge. This would enable customers to check their email, complete some work, print out documents or other activities for no extra surcharge. This would allow busy businessmen who would want to do something more productive at the service shop to work, or let university students on the go print out assignments. This would mean turning their café into a internet café.

Children’s Play Corner

Of course, adding a children’s corner would not hurt, in order to keep the children happily occupied and relatively more quiet. Simple games and puzzles or even a Wii or Xbox (for a bigger budget) would occupy the children for hours while the parents have a chat over coffee. This would attract more working mothers who drive to drop by as they would not have to engage a baby sitter at the last moment for only an hour or so. Having designated story telling sessions would also attract parents to drop their car, as well as their children there while they catch up with friends over coffee.

Case Study on Xpresso Lube Essay

Espresso Essay

Espresso Essay.

Coffee had been a part of the life of many people. From pure coffee to coffee blends, it has reached its way to the hearts of coffee lovers. According to the article of the International Coffee Organization entitled “The Coffee Story”, coffee begins with a goatherd named Kaldi. However, according to recent studies coffee was born on the plateaus of Central Ethiopia and brought for development to Yemen. In Cairo and Mecca, the beginning of coffee houses was first established. Since then, coffee became fervor rather than just refreshment.

Many coffee brewing methods are developed to enjoy the real magic taste of coffee.

These methods are: the use of percolator, auto-drip, French press, Moka Italian stove top and espresso. Among these methods, the espresso is the most popular and widely used method by many of the coffee brewers and coffee houses in the world. Espresso or cafe espresso is a variation of product of coffee. The term “espresso” came from the word “for express” which means that it is immediately served or made for customers.

It is a concentrated coffee beverage that is brewed under very hot water using a coffee that is between tremendously fine and powder.

In the early 20th century, it is developed in Milan, Italy which uses steam pressure up until the 1940’s. Spring piston lever machine is one of the inventions that made espresso a better one. According to “Espresso Coffee” of the Coffee Research Organization, espresso can attain its true and perfect taste through the perfect combination of four factors: the correct grinding of a coffee blend (Macinazione), the coffee blend or Miscela, the espresso machine (Macchina), and the skilled hand of the barista (Mano).

With the proper combination of these factors, the best espresso may attain which is described as extraordinarily sweet with the real aroma of fresh ground coffee. A good coffee blend is one of the main priorities of various espresso makers to attain its perfect taste. The difference of espresso to other brewing process is the formation of the crema. Crema is the layer of bubbles that trap the aromatic compounds produced over brewing. To enjoy the aromatic taste of coffee it is essential to have an outstanding preparation of espresso blend.

Many countries all over the world contribute to the perfect combination of espresso. Among those countries are Brazil, the Dominican Republic, Mexico, Peru and Panama. Coffees from these countries are used as base of coffees that gives the espresso its undeniably taste of sweetness. Certain countries like Colombia, Costa Rica, Ethiopian Harrar, and Zimbabwe also contributes to the variation of taste to add acidity, flavor, complexity and brightness. To add richness and body when blending, coffees from places of Asia like Java, Sumatra and New Guinea are considered.

Roasting of coffee is definitely an important part of creating a well-tasted espresso. In this chemical process, the aroma, acids and other flavor components is being changed to enhance the acidity, flavor and aftertaste of the coffee. Minimizing the bitter taste and acidity of the coffee is the focus of many coffee-based manufacturing factories today. They replaced the sweetness lost in the process of roasting by alternatives like add up of milk or other flavors that will make an espresso based drink more delectable.

This is the reason why espresso based drink is more popular that straight or solely espresso. Also in this process, it is important to observe the sweetness by minimizing the carmelization of sucrose but not overlooking the roasting which degrade the bitter taste of the coffee. A good espresso grinding can be attained through the use of an espresso burr grinder and to grind it per order. Conical burr grinder is the most advantageous burr coffee grinder that is widely-used due to its product. It produces an increase in the surface area of each particle and augments the richness of the flavor.

In coffee grinding it is important to tamp or fill the espresso as fast as possible. Allotted time of activation of 15-20 seconds of the coffee grinder is required to maintain the freshly ground coffee to be used. An extraction time of 23-28 seconds is most possible to produce a ground size of a standard espresso coffee. In addition, humidity also takes part on the extraction time. The presence of moisture from the air can lengthen the extraction time. In espresso preparation, espresso tamping is frequently ignored.

It is a process where a pellet of coffee is formed through the use espresso tamper and penetration of hot water uniformly. Proper espresso tamping is an important key to attain a great espresso. But aside from this, the use of a correct espresso tamper is an evident one. The correct espresso tamper should be made of aluminum or any equivalent light metal that have a diameter that will tightly fit the basket. Among the stores that have the proper product of espresso tampers is Vivace’s. They also put on the market different sizes of pistons.

Recently, Vivace’s suggested the use a round bottom coffee tamper rather than the conventional traditional coffee tamping machines. The stability of temperature of the water inside the espresso machine is a relevant factor in attaining a good espresso coffee. Today, almost all of the commercial espresso machines have a proper temperature stability set-up. Use of an espresso with a large boiler tanks for brewing and steaming is an answer to the temperature stability area. However, many espresso makers believe temperature stabilizing can be practiced.

Temperature stabilizing means that water inside the espresso machine is maintained at a constant temperature. Overheated water or too much water inside the boiler is the point of adjustment an espresso tamping machine should gauge. Regular running water is the key to maintain the proper temperature stability. With this temperature stability, excellent product of brew of an espresso could be achieved. Crema’s intensification in an espresso is brought about by the water pressure which is between 9 and 10 atm.

Boiler pressure gauge on the other hand is the one responsible for checking the amount of water that should be integrated to the steam. Without the presence of this espresso pressure gauge, it will be impossible to attain the aromatic and well sweetness of crema. Aside from this pressure gauge, other parts of the espresso machine play a vital role in forming a well taste coffee espresso. These parts are the portafilter, steam wand, keypad, tray, and sight glass. The portafilter which is made up of metal is the overall assembly of the spouts, handle and basket.

The responsible for the ejection of milk froth lies on the capacity of the steam wand. The water content that is forced through the steam is observed in the boiler sight glass. Maintaining the cleanliness of the coffee machine is a great task any espresso maker is emphasizing but is forgetting in the process of making. It is equivalently important as the other factors in espresso making like blending and grinding. Assuring that the machine is well cleaned will probably increase the quantity of espresso based drinks customers.

This will also make the machine more efficient in terms of product proficiency. Moreover, the burr blades of the espresso grinder should be regularly cleaned. Yearly replacement of the burrs must be observed to assured the quality of the coffee granules that will be produced. Another factor to be considered in serving an espresso is its espresso cup. It must be pre-heated using other source aside from the espresso machine itself. If the cup is not pre-heated then the temperature of the water will be lowered thus uneven extraction of espresso might takes place.

A magic hand of the barista and the passionate love in making espresso are the ones that make a good espresso coffee. The barista is the one that operates with the espresso coffee machine. It is considered as the most fundamental factor in espresso coffee making. A good barista should possess both passion and logical scientific character. If the barista loves doing the work or the job then he will probably make sure that he makes one of the best espresso coffees. In Italy and other parts of Europe, barista is considered as a profession.

It is often associated with the skills and knowledge that were passed through ages. In contrast with what is the tradition in European countries, American based barista is just an employment for young people and not really a career position. The proper stiffness of the grind, exact roasting to attain the extraordinary sweetness, correct water temperature and pressure, appropriate tamping and favorable environmental factors like humidity are perfect combination of a good espresso coffee. If the barista recognized and possess all of these then a well-done espresso will be attain.

With all the proper blending, roasting, grinding, quantifying and tamping the coffee, it will be more effectively extracted to attain a great espresso. Nonetheless, espresso making thus not end there. The barista is still the core of making a good and well-done espresso coffee. It is up to the barista to have a good combination of the ingredients and proper methods. However, there is still no perfect espresso. A well-done espresso making is a passion and not just a work to be able to earn money. It is for the love of coffee that man will experience to taste the perfect espresso.

You may also be interested in the following: the espresso lane to global markets

Espresso Essay

Dunkin’ Donuts Essay

Dunkin’ Donuts Essay.

In the competitive world of the coffee industry — and any industry for that matter — it’s crucial for companies to have a clear understanding of what they do best, and where they can be the best. Dunkin’ Donuts has defined its strategic heartbeat as the everyday, easy coffee stop that inspires rituals that revive. In other words, Dunkin’ Donuts provides food and drink that’s fast, fresh, and affordable — for busy people, leading busy lives. These days there is an incredible interest across the country in premium coffee.

The average consumer is now demanding what Dunkin’ roducts — served fresher and faster than ever before.

Dunkin’ Donuts is well positioned for the future. Taken together, Dunkin’ Donuts’ entrepreneurial business model, its culture, and the strength of its brands and menu offerings promise a strong future of successful growth. Dunkin’ Donuts is well known by generations and loved by a growing number of customers around the world. Dunkin’ Donuts is dedicated to providing delicious food and beverages to its customers and goes to great lengths to ensure only the finest ingredients are used in its recipes — including its espresso beverages.

To that end, all Dunkin’ Donuts espresso beans are Fair Trade Certified. Dunkin’ Donuts was the first national brand to sell espresso beverages made exclusively with Fair Trade Certified coffee. Through Fair Trade, farmers and their families are earning a better income for their hard work, allowing them to hold onto their land, keep their children in school, and invest in the quality of their harvest. Using the most stringent standards in the coffee industry, Dunkin’ Donuts selects only the finest, high-quality beans to make its espresso blend.

At the same time, Dunkin’ Donuts is working to aid the farmers who grow those beans. Small farmers in lesser-developed countries grow much of the world’s coffee. Without direct access to international markets or the business capacity necessary to compete in the global marketplace, the Fair Trade model allows farmers to receive a fair price for their coffee bean crop. The history of Dunkin’ Donuts circles back more than 55 years when Bill Rosenberg founded the company in 1950 and opened the first store in Quincy, Massachusetts.

Back then, Bill had a simple philosophy: “Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores. ” That philosophy still holds true today and is the foundation that has enabled Dunkin’ Donuts to grow to be the largest coffee and baked goods chain in the world. Dunkin’ Donuts offers more than a dozen coffee beverages, donuts, bagels, muffins, breakfast sandwiches, and other baked goods. Currently, Dunkin’ Donuts has more than 7,200 shops in 34 countries worldwide.

Dunkin’ Donuts has been serving highquality coffee for more than 55 years. Today, Dunkin’ Donuts is America’s largest retailer of coffee by the cup, serving nearly Donuts has been providing for over 50 years. Dunkin’ Donuts’ standards for coffee excellence are among the highest in the United States, which is no easy feat. Producing coffee takes more steps than producing wine, and Dunkin’ Donuts’ coffee experts travel around the globe to ensure quality at each step. Recently, Dunkin’ Donuts identified a new restaurant category called “Quick Quality. This represents a promise of fresh food fast and a higher evolution of the standard quick-service experience.

Dunkin’ Donuts wanted to make a more meaningful promise to deliver on the value proposition consumers expect, and then some: a promise to offer fresh food, fast, and to offer more choices, served quickly, in a quality way. That means lots of innovative new 30 1 billion cups of brewed coffee each year. Using only 100 percent Arabica coffee beans, Dunkin’ Donuts offers a milder roast coffee that is milled specifically for the company and is recognized by the industry as a superior grade of coffee.

In addition to serving “the best coffee in America™,” Dunkin’ Donuts is expanding its menu to include a wider range of snacks and onthe-go, delicious, quality products that will appeal to an increasingly busy consumer market. This platform will feature products that move beyond the breakfast hour in an effort to keep timestrapped people fueled and ready to face the challenges of the day — morning, noon, and night. Most recently, Dunkin’ Donuts introduced Smoothies to its popular beverage and snack menu.

Made from yogurt and real fruit, Dunkin’ Donuts Smoothies are available in juicy Wildberry, luscious Mango Passion Fruit, smooth Strawberry Banana, and exotic Tropical Fruit, and are an excellent source of Vitamin C and calcium. To secure and sustain Dunkin’ Donuts’ leadership position as America’s largest retailer of coffee-bythe-cup, the company has begun an aggressive national expansion plan that will ultimately triple Dunkin’ Donuts to 15,000 stores throughout the country by 2020.

Initial cities targeted for Dunkin’ Donuts’ national expansion include Atlanta, Nashville, Indianapolis, Dallas, Austin, Phoenix, and Las Vegas. In 2005, Dunkin’ Donuts unveiled a new prototype restaurant. The design, reminiscent of company roots that date over 55 years, is coupled with contemporary features to give Dunkin’ Donuts a new, modernized appearance. The new restaurant prototype features advanced equipment to meet the demands of today’s busy customers seeking fast, fresh, affordable, highquality food and beverage choices quicker and better than ever before, resulting in an improved overall in-store and drive-thru experience.

A new, innovative menu that moves Dunkin’ Donuts beyond breakfast complements the store design. The new menu is part of Dunkin’ Brands’ efforts to raise the bar on the quality and variety of foods available at Dunkin’ Donuts and to change expectations about what is possible in a quick-service meal, whether in their restaurant or on the go. Perhaps the most famous of Dunkin’ Donuts advertising came in the form of the character “Fred the Baker. Throughout the 1980s “Fred the Baker” was synonymous with Dunkin’ Donuts. The advertising campaign — one of the most beloved ad campaigns in recent history — featured Michael Vale as Fred — Dunkin Donuts’ devoted, sleepy-eyed doughnut maker who woke up each morning with the mantra, “Time to make the donuts. ” Fred became a character that struck a chord with most Americans; he was a hard-working man dedicated to his job regardless of the time or the weather. Fred the Baker was featured for 15 years until he retired in 1997.

In 2006, Dunkin’ Donuts unveiled a new advertising campaign that revolutionizes the brand’s position by focusing on how Dunkin’ Donuts keeps busy Americans fueled and on the go. The campaign is a fun and often quirky celebration of life, showing Americans embracing their work, their play, and everything in between — accompanied every step of the way by Dunkin’ Donuts. The launch of “America Runs on Dunkin’” marked the most significant repositioning effort in the company’s 55-year history.

The campaign comes to life through a set of interactive icons that represent the campaign tagline, “America Runs on Dunkin’. ” The icons help to drive the concept that Dunkin’ Donuts’ freshly made coffee and baked goods energize Americans from all walks of life so they can keep the country running on their dedicated hard work and positive outlooks. Dunkin’ Donuts customers are passionate about their Dunkin’ Donuts experience, which for millions of customers is an everyday ritual.

The company recently conducted a study where customers were asked to go without Dunkin’ Donuts coffee for one week. The results showed that people felt life was harder, that their day lacked order without Dunkin’ Donuts coffee, and that competitors couldn’t fill the social and emotional need they get from a daily visit to a Dunkin’ Donuts store. People who work for Dunkin’ Donuts have a passion for what they do. And that’s because three years ago Dunkin’ Donuts located the passion of the company — the strategic heartbeat — which is the thing that the company does best.

For example, Dunkin’ Donuts defined the strategic heartbeat of the company as the everyday, easy coffee stop that, by serving the best-tasting coffee, inspires rituals that revive. Dunkin’ Donuts is the No. 1 retailer of hot and iced coffee in America, selling 2. 7 million cups a day, and nearly 1 billion cups a year. Dunkin’ Donuts is also the largest coffee and baked goods chain in the world and sells more donuts, coffee, bagels, and muffins than any other quick-service restaurant in America. On an average day, Dunkin’ Donuts sells more than 30 cups of freshly brewed coffee each second. r As part of the company’s commitment to offering consumers more choices without compromising quality, Dunkin’ Donuts has assembled a new culinary team, a lineup of skilled and honored chefs and are using their talent and experience to create new and innovative menu choices for customers. The Culinary Team’s mission is to provide Dunkin’ Donuts customers with the besttasting, most creative menu items that are fast, fresh, and affordable.

Dunkin’ Donuts Essay

Starbucks Coffee Company Diversity Audit Essay

Starbucks Coffee Company Diversity Audit Essay.

In this paper, we will be discussing a diversity audit that took place with the Starbucks Coffee Company. The audit consists of the company’s background, what the team’s criteria for a diverse organization should be and the findings on what the organization diversity practices truly consist of based on research provided from interviews, company statements and news articles. The remaining of the paper will focus on the organization in terms of Thomas and Ely’s paradigms, building an inclusion breakthrough and a business case for diversity in the organization.

Finally, recommendations for improvements will be discussed for the company. “Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. ” This is the opening mission statement for Starbucks Coffee Company. Since Howard Schultz, CEO, took over the company in 1982, this has been the words that have helped make Starbucks the most successful gourmet coffee company in the world. The first Store opened in 1971 in the Pike Place Market in Seattle Washington.

It was a small store only catering to whole bean sales.

However, one trip to Italy by Howard Schultz would change everything. In 1983, Schultz goes to Italy where he discovers the idea of a coffee house and believes it is a marketable concept that could take hold in the US. In 1984 the Pike Place Store serves its first latte, and in 1987 Starbucks starts to open stores in Vancouver and Chicago as well as other cities nationwide. As of Dec of 2009 Starbucks has 16,706 stores serving handcrafted beverages and creating an entire cultures with coffee being in the epicenter.

From the first barista ever hired, Starbucks has been committed to its partners and has prided itself on being a company based on diversity and acceptance of all cultures; not only from the partners but from the coffee farmers they do business with. Diversity has become a part of the mission and culture at Starbucks and it is something that Starbucks values greatly. It is so much a part of who they are that they have received many awards including an award from the Human rights campaign in 2010 for being one of the best places to work for the LGBT community.

An organization is a group of people intentionally organized to accomplish an overall, common goal or set of goals. For a company, an organization is a means to an end to achieve its goals, which are to create value for its stockholders, employees, customers, suppliers, and community. Members of the organization often have some image in their minds about how the organization should be working. When members of an organization have different images or different approaches of how the organization should be, is where diversity becomes a factor within an organization.

According to the explanation in Gladstone, diversity means understanding that each individual is unique and recognizing our individual differences. These can be along the dimensions of race, ethnicity, gender, sexual orientation, socio-economic status, age, physical abilities, religious beliefs, political beliefs, or other ideologies. Diversity is about understanding each other and moving beyond acceptance to implementation and celebrating the dimensions of diversity contained within each individual.

All of this sounds ideal and easy to apply; then again, the world’s increasing globalization requires more interaction among people from diverse cultures, beliefs, and backgrounds than ever before and it is not always easy. As a result, managing diversity has become an organizational challenge. People no longer live and work in a guarded organization; they are now part of a worldwide economy with competition coming from practically every continent. As a result, maximizing and capitalizing on workplace diversity has become an important matter for management.

An organization’s success and competitiveness depends upon its ability to embrace diversity and realize the benefits. When organizations actively evaluate their handling of workplace diversity issues, develop and implement diversity plans, several benefits are reported. For example, increased adaptability, variety of viewpoints, and a diverse collection of skills and experiences that allows a company to provide service to customers on a global basis. For this reason, organizations need diversity to become more proactive and welcomed within an organization and its employees.

Managers must learn the managerial skills needed in a multicultural work environment. Managers must be prepared to teach themselves and others within their organizations to value multicultural differences in both employees and customers so that everyone is treated with respect. The organizations that manage diversity well will come out ahead in the competitive environment. Based on these key ideas and concepts, these will be the factors used to determine the level of diversity that Starbucks has reached as a company and how that plays into the everyday operations of each store.

Steve Ogo has been with Starbucks for fourteen years originally from Portland Oregon. He migrated from Portland to Chicago a few years back and has been one of the district managers for Chicago ever since. Mr. Ogo has been a part of the organization for over a decade and has been a part of many changes including changes in diversity. Unlike Chicago, Portland has a very different population which made it very hard to create a diverse work environment.

In trying to keep with the ideas and philosophies of Starbucks, Mr. Ogo was the leader of a special diversity team committed to the idea on inclusion in not just places like Portland, but the entire Starbucks communities. “We believe in the idea of inclusion. Instead of focusing on a hard number, we need to create an environment that has a spirit of inclusion. That’s more important. It’s not just color, age, gender or sexual orientation. It’s about what you identify yourself as and having an environment that you feel comfortable in”. As the former VP of Diversity and inclusion, it was their mission to create this exact type of environment where everyone feels comfortable and welcome.

Mr. Ogo believes if there is any challenge that Starbucks has faced in trying to make the idea of inclusion a part of their culture it is recognizing what that looks like outside of major cities. It is easy in major cities to incorporate the idea of inclusion because there is a more diverse atmosphere, however, Mr. Ogo is not sure that Starbucks as a whole has given a face to inclusion in rural areas such as Portland where mathematically it may not be easy to balance the scales because there just are not enough people of different backgrounds.

As District manager for approximately 10 loop stores in Chicago, Mr. Ogo has a diverse management staff. Although his managers are mostly women, they do range in different ethnicities as well as gender and sexual orientation. He however is looking to even the playing field with hiring a few more men. Starbucks has always been committed to providing a place where everyone can feel comfortable working and expressing who they are. Starbucks was one of the first companies in the late 1980’s to offer benefits to same sex couples when it became public knowledge that an mployee was infected with the HIV virus.

Starbucks has been recognized many times by the human rights campaign in their efforts to create a comfortable and accepting work environment for the LGBT community. In order to create awareness and diversity within the African American communities, Starbucks paired with basketball great Magic Johnson to develop UCO (Urban Community Outreach) stores which would open Starbucks locations in underdeveloped areas and provide the residents with benefits and jobs to help support the neighborhood and families.

Mr. Ogo is proud to announce that Starbucks has also changed their hiring practices. All applications must now be filled out online, eliminating the “Halo or Horn” effect. A lot of times when applications are handed in, there are ones that are pushed to the back solely based on the appearance of the applicant. Since the applicant could be handing the application to the first person behind the counter, depending on how the barista feels about the individual would determine whether or not they received a call back. With the new hiring practice, it is solely based on qualifications first.

Mr. Ogo believes that Starbucks has made a continuing effort in supporting diversity among their communities and believes that the majority of the success is based on the fact that the ideas and beliefs are imbedded in not just the partners but the leadership. It is an idea that is practiced every day and will continue to be at the forefront of success for Starbucks. Three different Stores in different parts of town were visited to understand more about how Starbucks builds its diversity particularly in Chicago. The loop store (202 N Michigan) was the more diverse store.

Being in the center of the city, partners of all different walks of life call the store home. There was an equal balance of men and women, older and younger, different sexual orientations all coinciding and working together as one. The second and third stores are conducive to their environments. The Store on 38th and State is a UCO store in a predominately black neighborhood. The majority of the employees are African American and range in all genders however there does not appear to be as many sexually diverse individuals or older individuals. The baristas are in their mid twenties and are from the surrounding neighborhood.

The artwork as well as music resembles what one would think of African American culture; however it still has the feel of a Starbucks. The third Store is situated in Lincoln Park, a predominately-white neighborhood. There are only two men and two African American women working in this store. The Store fits a very suburban life style. The employees are college or graduate students and are looking to supplement their income. Each store seems to be a representation of their environment which keeps in line with the idea of the “third place” atmosphere Starbucks would like to achieve.

Although Starbucks tries hard to cater to their environment surrounding their store, it can arguably create more segregation than acceptance if the only other baristas that surround a barista are ones that look like him/her. It may create more of a divide rather than acceptance. According to the textbook, Thomas and Ely recognize that organizations can be in different stages in terms of managing diversity. Some are still operating in the discrimination and fairness paradigm. Others are in an access and legitimacy paradigm, where diversity is considered a competitive advantage in terms of understanding changing customer markets.

On the other hand, to make managing diversity really work, organizations need to be operating in a learning and effectiveness paradigm, where an organization internalizes diversity as part of its mission, connects the needs of diverse workers to the way that work is done, and makes workers feel valued an included. Using this paradigm Starbucks has reached the learning and effectiveness paradigm. They are a company that has made diversity part of their culture. It comes to everyone from the CEO to the baristas as easy as pouring a cup of coffee.

Former Senior Executive of Starbucks Howard Behar said it best when he said, “We are in the people business serving coffee, not the coffee business serving coffee. ” Behar, like the rest of Starbucks, believes it’s about the people and the importance they play in helping to create the culture of a company and through that helps to sustain its life line. Starbucks employees are motivated and loyal because Starbucks answers the question, “What’s in it for me? ” They give employees a reason to stay and that mainly has to do with the equality that one feels while working for Starbucks.

Thomas and Ely suggest that the best way to build a business case is to link diversity to the specific needs of an organization, such as increasing market opportunities, developing creative solutions to problems, or decreasing the turnover of talented diverse employees. Then make a plan to achieve these goals and track and measure the long-term results. Since its conception in 1982, Starbucks has done all of the above. It has created market opportunities by opening in communities that would otherwise not be inhabited by big businesses and it employs the people of the community which puts revenue within that community.

It adheres to the needs of its employees by creating partner contact centers for the main purpose of the partners and giving them a place to go for whatever reason and creating outside avenues. Starbucks listens and answers questions when asked by partners, making them feel as though they have a voice. Programs such as tuition reimbursement, health care for part time employees and same sex partners has pushed Starbucks to the forefront and decreases turnovers within the company.

These are business practices that have made Starbucks one of the top ten companies to work for on Forbes 100 list multiples times. According to the inclusion breakthrough, there are four phases that a company can be in. It is a cycle of elements that are built upon to raise the standards of an organization. In theory, it should increase job satisfaction, develop communities, attract and retain its employees and in the end create the idea of inclusion within its culture. Starbucks would be in the fourth phase of the inclusion breakthrough; currently trying to sustain and challenging new change.

Howard Schultz completed phase one by setting the groundwork for what he wanted the company to be and placing people in specific roles that shared in his vision. It literally trickled from the top down, and everyone shares the same ideas and beliefs that Schultz envisioned. Mobilizing change was a huge issue for Starbucks within the past few years, particularly due to the collapse in the economy. With the idea of always trying to protect its people, Starbucks initiated change and kept in constant contact and emails, some personally from Howard that informed all employees of the change and why they were happening.

It was a hard road for Starbucks for some time, however because the belief, culture and sense of inclusion had already been established, change was able to take place. In order to keep with changing times, Starbucks adapted to the culture of society and took ideas that may have appeared radical at the time and made them apart of who they were. The idea of giving health benefits to partners who work twenty hours was not practiced amongst big businesses, yet Starbucks dared to venture outside of the box because their people come first. The last and final stage is where Starbucks stands today.

Through reviews of all partners and partner surveys Starbucks is able to create new ideas and values based on the needs of their employees. Starbucks is continually evolving. The idea that there is no end is what keeps Starbucks in the running. The company believes that there is no end to inclusion and this key idea is what keeps them chasing more ideas and making a conscientious effort to create change and growth. As the world evolves, so does this company and with evolution comes new ideas and new concepts that can change and shape not just Starbucks but the way everyone does business.

The “business case for diversity”, states that in a global marketplace, an organization that employs a diverse workforce is better able to understand the demographics of the marketplace it serves and is therefore better prepared to succeed in that marketplace than an organization that has a more limited range of employee demographics. Consequently, an organization that supports the diversity of its workforce can also improve employee satisfaction, productivity and retention. Starbucks turns this idea into an equation: Diversity = Inclusion + Equality + Accessibility.

The way we have built our company by including the success of the company with everyone in it and not leaving our people behind is a great example of building a business the right way,” says Schultz. “We’re not ever going to turn our backs on our [employees]. ” (http://www. evancarmichael. com/Famous-Entrepreneurs) Although Starbucks would not share the exact numbers, if any, on how the idea and implementation of inclusion has affected the business it can still be seen by the average consumer and employee. Three stores in Seattle in 2009 were opened up by Starbucks under a surname.

The “15th avenue coffee and tea shop” on Capitol Hill is slated to have a neighborhood feel and reflect the style and culture of the people and employees of the neighborhood. Although Seattle is a test market, if the concept fares well, it will become a trend for Starbucks to create and add new identities to existing neighborhood stores. In 1998, a company-supplier diversity program was implemented in the US. It was estimated in 2005 that Starbucks would spend 95 million dollars on women and minority run businesses. This helps create jobs and revenue to communities that might otherwise not have any.

It builds a sense of community and partnership. The list and awards for Starbuck can go on for days. Like all companies, they are not perfect and have been the subjects of much scrutiny and criticism. There is no such thing as a perfect employee or employer and there is no way that a mogul giant like Starbucks will be able to create a utopian society. There are many ways however, for Starbucks to continue to have success and growth within the company. Steve Ogo, a District manager for the loop stores thought that one of the biggest issues Starbucks faces in bringing the idea of inclusion to every market they are in.

It is easy to create a diverse work force in a metropolis like Chicago. It is hard to create a diverse work force in a city like Chattanooga, TN. Starbucks has not mastered that idea and would be better for it if they created new ways to tap into the market in smaller rural areas and create an atmosphere of inclusion and diversity. The company has made many efforts to promote gender equality and LGBT rights on a company wide scale yet it does not fair so well in creating small acknowledgments within the stores.

Small details such as recognizing black history month or women’s history month, helps to also create an environment where partners feel they are being recognized personally. Through its efforts to create a diverse work environment, it is clear to see when walking into a store that the idea of diversity may not include the older population. Mr. Ogo believes that this may not entirely be the fault of Starbucks alone. One would be correct in assuming that there is no one over forty behind the counter of a Starbucks, but there never seem to be any applications from the older generations. Mr. Ogo believes that this may have to do with intimidation upon walking in to drop off an application just to see a lot of young people behind the counter, including the manager.

However, he believes that the new application process being entirely online will allow for a different kind of candidate, including those who would not normally apply. Throughout the years, Starbucks has made great strides and innovations that have helped change the way business is done. They have made a conscientious effort to willingly include all walks of life and create inclusion, just not with their employees, but customers and communities alike.

If given a letter grade based on this diversity audit Starbucks would pass with an A effort. Inclusion is a word embedded into the heart and soul of this company. They have expanded this idea not just nationally but globally and continue to create and promote change wherever they break ground. After analyzing Starbucks’ audit, some of the recommendations we would provide the company with would help the company to continue to strive to be the best gourmet coffee company in the world with a diverse group of employees, suppliers, and consumers. Establish a consistent review of diversity in the workplace.

Top management need to make assessing and evaluating their diversity process an integral part of their management system. An employee satisfaction survey can accomplish this assessment for your company efficiently and conveniently. It can help the management team determine which challenges and obstacles to diversity are present in the workplace and which policies need to be added or eliminated. That report will be the beginning structure of the organization’s diversity in the workplace plan. The plan must be comprehensive, attainable and measurable.

An organization must decide what changes need to be made and a timeline for that change to be accomplished. The personal commitment of executive and managerial teams is necessary. Leaders and managers within organizations must incorporate diversity policies into every aspect of the organization’s function and purpose. Involve every employee possible in preparing and performing diversity initiatives in the workplace. Promote an attitude of openness in the organization. Encourage employees to express their ideas and opinions and attribute a sense of equal value to all. Promote diversity in leadership positions.

This practice provides visibility and realizes the benefits of diversity in the workplace. Utilize diversity training. Use it as a tool to shape the diversity policy. Use the results to build and implement successful diversity in the workplace policies. According to Azine, as the economy becomes ever more global, our workforce becomes gradually more diverse. Organizational success and competitiveness will depend on the ability to manage diversity in the workplace successfully. Starbuck’s needs to continue to evaluate the organization’s diversity policies and plan for the future if they want to continue to be successful.


Starbucks Coffee Company Diversity Audit Essay