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The Nissan and Starbucks Companies’ Strategies Essay

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Updated: Aug 4th, 2021


Coffees from Starbucks Corporation and vehicles offered by Nissan provide every reason why client servicing is essential. These organizations offer perfect and innovative products and services to the global markets. For instance, while coffees tendered are a bit more dear than anticipated, Starbucks coffees are famous for quenching the client thirst with their appealing, rich scent and flavor. Through innovation, creativity and design, Starbucks has managed to add different aromas to its coffees, additional foodstuffs to its menu besides becoming the first in offering internet capabilities in its retail stores. Conversely, Nissan has managed to offer innovative, creative and well-designed autos to the global clients. Thus, the organization meets all the clients’ demands at low cost.

Nissan: Manufacturing Organization

Nissan was founded by opulent different groups of people. When reflecting on the company’s leadership and the variety of corporate social responsibilities the company undertakes, it is clear that the company is successful from the time it begun. The founder, Nippon Sangyo produced the first Datsun in 1914. In 1935, the company exported the initial vehicles to Australia. After the WWII, the company changed completely from manufacturing small commuter vehicles into manufacturing military cars and Lorries. The Allied occupation pushed much of Nissan manufacturing to stop beginning from the fiscal 1945 to ten years later.

The impact of innovation, creativity and design on the strategy employed Nissan Corporation is apparent in its processes, products, and services. During the 1960s, the company was the pioneer Japanese car maker to triumph the Deming Prize for manufacturing brilliance. Contemporarily, Nissan dropped the Datsun label in the 1980s. It ranks the third leader in vehicle manufacturing in Japan after Honda and Toyota.

In 1934, the vehicle manufacturing company Jidosha-Seizo Kabushiki-Kaisha was given the new name Nissan Motor Company. The company has had a variety of names beginning from Zaibatsu (Stamm 2008). It builds Lorries, aircrafts and a variety of engines for the Japanese army. This has been fostered through the employees innovativeness and creativity in coming up with new designs for Nissan vehicles.

The company entered into many agreements with different companies upon the visit by Yoshisuke Aikawa to Detroit in 1908. Aikawa amalgamated DAT Engines with the newly acquired Tobata Molding. Since the fiscal 1993, Ford became Nissan Corp partner as they intended to sell Nissan-Quest and Mercury-Villager. The dual minivans were factory-made with all similar parts. They were identical except for various enhancing differences. In 2004, a new intramural Quest was designed. It bore no similarity with the Ford models.

From the recurrent innovation and creativity that constantly changed the design of Nissan autos, the successive management of the company reintroduced the Terrano 4-wheel drive. The car was similar to Ford Maverick. At the close of 1990s, the company faced serious financial challenges. Consequently, the company entered into an agreement with Renault SA, but this was not in its initial strategy.

Across the globe, Nissan is a leader in safety technology. The company manufactures vehicles that are fuel efficient. Similarly, they produce environmentally-friendly vehicles including Leaf. The NDA is a recognized design studio founded in San Diego. It is the home to more than five hundred vehicle designers. The NDA engineers develop automobiles for the Americans as the target marketplace. The engineers are credited for manufacturing Altima and Maxima. They designed the Xterra and Frontier. The 307Z is also in the company’s products. The NDA is recognizable worldwide as the most prestigious enterprise research center. In view of this, the company has won various prominent honors around the world by adopting this technological strategy.

In 2013, the company launched two principal technologies. These include innovative instruments that surround 360 degree of a car. In these, laser scanners are inclusive. There are “Around Sight Monitor” cameras that constantly look for impediments and road signs. It also includes artificial aptitude. The technology embedded in the car intelligence enables it to respond to the information that the innovative devices gather. The company and its subsidiaries have the opportunity to open new outlets targeting customers interested in hybrid electric cars while this hardly appeared in the founders’ strategy.

Starbucks: Service Industry Company

Starbucks Corporation is recognized as a public retailer and premier roaster of specialty coffee worldwide. It was founded in 1971 and it is headquartered in Seattle, Washington. The company purchases, roasts and sells high quality bean coffees along with Italian style espresso beverages, rich brewed coffee, cold blended beverages, selections of premier tea, and a variety of complementary food items.

Initially, the coffee drunk at Starbucks was meant to be inert but sweet. The employees conveyed the knowledge and fervor regarding specialty coffee. However, to improve the level of services offered, Starbucks had to change its strategy by making the employees undergo special training. The employees gained knowledge on the varieties and ways of making specialty coffee consumed at Starbucks. Unlike in the initial strategy where coffee was prepared for consumption, the workers now prepare coffee based on the customers’ needs. Given the different designs required by clients, the preparation procedures take time. Service delivery becomes easy given the poke-yoke method that enables the customer to relay an order at the back of the espresso inn (Paryani, 2011).

Starbucks product range depends on the customers’ quality requirements for coffee drinks. The fresh coffee drink has autonomous demand since the product has high precedence at Starbucks. Fresh coffee is perishable and only prepared on order. For freshness, the consumers would require hot coffee. Nevertheless, to set up ecological goals, Starbucks initiated double cupping and corrugated holders to evade hot-coffee finger burn problems.

Conversely, the Pike-Place light roast coffee has recently helped the clients who hardly consume bitter coffee. The low-fat milk has the propensity of making an espresso drink taste watery. Thus, its preparation requires informed decision. The organic milk could come from cows lacking growth hormones instead of the pricey certified organic milk. The additions of syrup to a coffee drink help Starbucks in achieving the condition of flavored milk. The other product is cold coffee, which is a blended ice beverage initially readymade in California (Paryani, 2011).

Due to innovativeness and the current level of creativity, Starbucks has changed its coffee designs such that the prices charged are unmatched and affordable for various consumers. Every coffee product is offered in different sizes to ensure that all classes of individuals can afford it. Besides, Starbucks has an attractive store atmosphere, offers the best client services, appetizing coffee beverages and appropriate sites that make the organization known despite the presence of additional market competitors that offer coffee.

The company is renowned to take the global oldest products and modify them into differentiated, value laden and lasting brands. The differentiated products are difficult to replicate given that they are of unusual positive brand image, based on technological capability, innovative design, extraordinary service and exceptionally high quality (Paryani, 2011). The initial strategy used by Starbucks enabled other market rivals to replicate its products.

The location of Starbucks stores tends to be in a fully equipped atmosphere that every customer would wish to spend more time in such stores. It has comprehensive guidelines including no smoking, provides outlets for electronic equipment and offers comfortable furnished seats. The prototypical atmosphere therefore makes it certain for the consumers to be comfortable when consuming Starbucks coffee products. Besides, the stores have nice music that creates an atmosphere for consuming coffee.


Paryani, K. (2011). Product quality, service reliability and management of operations at Starbucks. International Journal of Engineering, Science and Technology, 3 (7), 1-14. Web.

Stamm B. (2008). Managing innovation design and creativity. Hoboken, New Jersey: John Wiley & Sons. Web.

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