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Tag Archives: Starbucks

time flows

During June, 2012, 8 pounds of Guatemalan coffee were sold at auction for $4004.00  ($500.50 a pound). Called Finca El Injerto, the bean is unusually small, originally from Yemen and grown at an elite Guatemalan plantation.

At my Florham Park, NJ Starbucks, you can purchase a half pound of Sun-Dried Sumatra for $18. Or, you might be one of the more fortunate people who ordered Costa Rica Finca Palmilera (a Geisha tree heritage varietal) online at $40 a half pound before it ran out. Geisha refers to its Ethiopian origin.

On the other hand, nearby at my local supermarket, on May 10, Starbucks will be reducing the price of their coffee. A $9.99 12 ounce bag of Starbucks will cost $8.99 while their Seattle’s Best prices will be $1 less at $6.99. The first is a 10% drop, the second, 13%.

What is going on?

Perhaps Starbucks’s management knows about the US Gini Index. A quantitative approach to income distribution, the Gini Index ranges from 0 to 1. For income distribution, the higher the number the more the inequality. In the US, a rising Gini Index has implied that more people at the top have a greater proportion of the nation’s total income.

Some say we should picture an hourglass. A bulge at the top, a bulge at the bottom, and a squeezed middle class.

We should note, though, that even here, a seemingly simple number is controversial. There are different ways to calculate income and demographics are also relevant. In a past econlife post we noted, “When economist Robert Whaples discusses income inequality (#7) in an excellent Teaching Company series on contemporary economic issues, he first has to define income. And that, he says, is not easy.

  • Collecting data, the Census Bureau does not necessarily recognize noncash public benefits.
  • Retirement and health insurance packages are excluded.
  • Households tend to ‘underreport nonwage sources of income.’”

In addition, changing household size is relevant as is whether you do or do not use pre-tax income.

Gini Coefficients

Sources and Resources: This fascinating article on Guatemalan coffee provides insight about the coffee auction described here. For Gini Coefficients and Indices, these articles show how some commentators depend on them while others think they are only a beginning of understanding income distribution. This Scientific American article had the best analysis of the pros and cons of Gini Coefficients.

A hat tip to Bloomberg for this article.

 

 

 

 

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Coffee Cups

I don’t quite understand why Dunkin’ Donuts and Starbucks use white cups.

Cups affect our taste buds.

Sensory researchers have concluded that the color of the cup affects our taste perception. When 57 participants were asked to rate hot chocolate on several sensory scales, their responses appeared to depend on the color of the cup (see below). Saying the hot chocolate in an orange cup was the most chocolatey, tasters thought the hot chocolate in a white cup was least likable.

In other ways too, what we see affects what we taste. Drinks seemed sweeter in pink cups and 7 UP tasted more lemony in yellower cans. In one fascinating experiment, when researchers added red dye to white wine, tasters detected prunes and chocolate and other flavors associated with red wine. Similarly, when an orange flavored drink was colored green, people inaccurately described its taste.

Competing in a monopolistically competitive market, Starbucks and Dunkin’ Donuts have to distinguish themselves from many other firms selling the same drinks. Do they know that the white cup lost the flavor tests?

Results of the Hot Chocolate Taste Tests

Cups and Flavor Perception

Sources and Resources: For more about how the color of the cup influences our taste buds, this paper provides details and was the source of my graphs. I also recommend this article on “The Multisensory Perception of Taste.”

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Human capital helps GDP Grow

Saying affirmative action was the reason she was rejected from the University of Texas, Abigail Fisher sued. The University responded that it was okay for race to be a part of their admissions process. And Starbucks, Wal-Mart and 55 other prominent US corporations agreed.

On October 10, the Supreme Court heard the arguments.

For some brief background, we can go to 2003 when the Supreme Court referred to the landmark 1978 Bakke case. Permitting race as one of many criteria for college admissions but prohibiting minority quotas, both decisions said that diversity was a valid goal.

Although the case is about education, in a “friend of the court” brief, 57 businesses said they too cared about diversity. As one law professor explained, ”They are looking at the pipeline,…And the university represents their pipeline for building out their workforce.”

In addition to colleges and corporations, the case also takes us to economic growth. Looking at how nations should assess diversity, a soon to be published paper from economists at Williams College and Brown University said there is a connection between genetic diversity and national income. Using the US as one example, their conclusion says balance rather than too much diversity or too much homogeneity is optimal.

Our bottom line: Isn’t all of this about developing the human capital that we need to fuel our GDP?

Sources and Resources: My reading about how Fisher v. University of Texas connected to the business community began with this Marketplace.org report, and then continued with the brief businesses submitted to the Supreme Court and a Washington Post summary of and quote from the case. Meanwhile, a marginalrevolution.com post, a Nature article and the 2 researchers’ paper provided a perfect summary of genetic diversity issues–a topic that is generating considerable controversy.

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Chinese Consumers and Fresh Apples

Reporting their 4th quarter earnings yesterday, Coach, the handbag and accessories retailer, disappointed investors when they said that US department store and factory outlet sales had slowed. They did report, though, that sales of their handbags and accessories were up by 60% in China.

Like 2 halves of a whole picture, Coach’s marketing plan for China and the description of the new Chinese consumer ideally fit together. Coach is targeting a Chinese urban consumer who is increasingly affluent and aspirational–precisely what a McKinsey Report on the 2020 Chinese consumer projects.

Here are some of McKinsey’s numbers:

Chinese Urban Households: Disposable Income/Proportion of Urban Population

Household Type:

Annual disposable income

2010

(total of 226 million households)

2020*

(total of 328 million households)

Affluent

(More than $34,000)

2%

6%

Mainstream

($16,000 to $34,000)

6%

51%

Value

($6,000 to $16,000)

82%

36%

Poor

(Less than $6000)

10%

7%

*estimated

 

Coach says that it will have 125 locations in China by the end of FY2013, that sales in China will be up by 33% to $400 million, and that “tier 2 and tier 3″ cities were exceeding their expectations. Meanwhile, McKinsey says that Chinese consumers will be more affluent, more urban, more mobile, more educated, aspirational and older at each stage of life.

With US economic growth “muted” and China’s annual growth rate predicted to be close to 8%, doesn’t it make sense that US multinationals ranging from Starbucks, the Gap and J. Crew to Coach all have China as a part of their competitive strategy?

To compare an analysis of the Chinese consumer and Coach’s business plans, you can read McKinsey’s “Meet the 2020 Chinese Consumer” here and read the transcript of the Coach 4Q 2012 investor call here. Also, this article from Reuters on the Chinese consumer was enlightening.

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What to do when one airline uses a potent Starbucks bean, the other a weak Fresh Brew blend and they merge? After 14 months, Continental and United finally decided.

Described in Bloomberg Businessweek, our story starts with a 14 member beverage committee and 12 different beans. After sampling each one, they selected a light roast from Fresh Brew that company executives and more than 1,000 flight attendants also liked. On July 1, passengers were served the new coffee.

Then the problems began. Continental’s fliers objected to the watery blend, United’s loyalists wanted weaker coffee, and United’s onboard coffee equipment leaked extra water into the pot when the new pillow packs were brewing. Told about “howls of protest,” the beverage committee re-assembled and started all over again.  This time they chose a medium roast. If you fly United on March 1, you will be one of the first to sample it.

And this was just the coffee!

Combining 2 airlines is a monumental task. Everything from technology to uniforms are debated. Having merged 6 years ago, US Airways and America West have not completed the details. As for the Delta/Northwest combination, which began in  2008, they still are not done.

Illustrating everything from mergers to industry leaders to departures, this interactive graphic wonderfully displays changes in the airline industry since 1990.

The Economic Lesson

Brewing 62 million cups of coffee a year because of the merger, the new United has achieved more cost efficiency when it buys beans. Because “legacy” carriers like United and Continental are burdened by higher costs, they have had to merge to compete against Southwest and other discount airlines.

An Economic Question: After the airline industry was deregulated in 1978 how did competition change flying? This article provides some facts.

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