Case study starbucks going global fast
Case study – Starbucks going global fast
Summary
Starbucks as a company is one of the best example of fast growth in terms of expansion. They started in Seattle and now it is possible to go buy a Starbucks coffee-cup in several countries on three continents. But still, it has encountered non-negligible problems that it will be important to underline.
First of all, before even trying to get outside the United-States and becoming the great chain it is today, the company suffered from a kind of boycott intended to slow down or even stop its dreams of expansion. Without stumbling over it almost failed, the company started opening several coffee-shops in the country. One thing leading to the second problem, the risk of market saturation since Starbucks was opening many shops in a same place. Their solution has been to open shops abroad so that it will be able to compensate the losses. As such, it is possible to find a Starbucks shop on three continents and in several countries such as Germany, Austria, Spain, England, etc. I do not think it was really necessary to open such a great number of Starbucks in one single city, to beat competition they could have simply advertise not only to make the brand known but also to reassure people on the quality of their products. Good quality is one thing that even competition is not sure to reach or beat.
Another factor that makes it difficult for Starbucks is the younger population which started feeling like it is not a place for them because of the high prices of coffee cups and the atmosphere in the shops that they found “outdated”. Making a brand something attractive for young people is not so difficult; it will take surveys about the trends, what is “in” and what is “out”, the new ways to speak and so on. Young people are attracted by new concepts and technology. Their initiative to create a high-speed wireless Internet service will probably create more enthusiasm among youth. Starbucks can also make packages to suit all
Summary
Starbucks as a company is one of the best example of fast growth in terms of expansion. They started in Seattle and now it is possible to go buy a Starbucks coffee-cup in several countries on three continents. But still, it has encountered non-negligible problems that it will be important to underline.
First of all, before even trying to get outside the United-States and becoming the great chain it is today, the company suffered from a kind of boycott intended to slow down or even stop its dreams of expansion. Without stumbling over it almost failed, the company started opening several coffee-shops in the country. One thing leading to the second problem, the risk of market saturation since Starbucks was opening many shops in a same place. Their solution has been to open shops abroad so that it will be able to compensate the losses. As such, it is possible to find a Starbucks shop on three continents and in several countries such as Germany, Austria, Spain, England, etc. I do not think it was really necessary to open such a great number of Starbucks in one single city, to beat competition they could have simply advertise not only to make the brand known but also to reassure people on the quality of their products. Good quality is one thing that even competition is not sure to reach or beat.
Another factor that makes it difficult for Starbucks is the younger population which started feeling like it is not a place for them because of the high prices of coffee cups and the atmosphere in the shops that they found “outdated”. Making a brand something attractive for young people is not so difficult; it will take surveys about the trends, what is “in” and what is “out”, the new ways to speak and so on. Young people are attracted by new concepts and technology. Their initiative to create a high-speed wireless Internet service will probably create more enthusiasm among youth. Starbucks can also make packages to suit all