Assignment 6 Starbucks

A.

Roasting plant:

The centre of the company.

HQ:

A Headquarter.

Accesible:

“its is accessible only to Nike employees” Only Nike employees can go there.

Spacious affair:

A big room.

Expanding:

Becoming bigger.

Nasdaq:

Nasdaq is a short reference for National Association of Securities Dealers Automated Quotations.

Beverage concessionaires:

Subsidiary:

“and a subsidiary of NS” A part of the NS.

Licensing agreement:

An agreement about future plans of the company.

Prime:

“prime railway stations” The biggest stations.

Retails stores:

A shop selling goods.

Forego:

“are said to forego the store” Stop buying at that store.

B.

1. “Technically, Starbucks has been in Holland for some time already.”

Why only ‘technically’? In other words, why are the first three Starbucks

stores in the Netherlands not seen as ‘real’ Starbucks stores?

They were only accessible to certain people, such as employees of Nike.

2. In what kind of locations have Starbucks stores been established since

2007?

Two Starbucks stores were opened at Schiphol Plaza.

3. What two adjectives are used in the Starbucks Press Release of August

14, 2008, to stress the uniqueness of the Starbucks Amsterdam store?

Significant and directly.

4. Imagine you are the Head of Corporate Communications of Starbucks.

Think of a way in which you could use the Starbucks fan Hyves to your

advantage.

It’s  a great way to keep your costumers up to date using the fan Hyves. Special discounts for members of the fan Hyves. It’s a good way to create a corporate identity.  The costumers will feel more connected with Starbucks.

5. In the USA, many Starbucks stores have been closed. Three reasons are

mentioned for this. Which of these three reasons is illustrated by the

cartoon above?

The overkill of Starbucks stores.

6. Starbucks executive Howard Schulz is going to ‘put a laser-like focus on

reinvigorating the Starbucks experience’. Please explain in your own words

what is meant by this.

He is going to try to change the image of Starbucks. People need to have a certain feeling when drinking coffee at Starbucks, ‘the Starbucks experience’.