Resume Internationalization of Starbucks

RESUME INTERNALIZATION
AT STARBUCKS ?

Index
Starbucks Journey

Porter’s five forces model for Starbucks

Starbucks - SWOT

Performance Analysis and Learning

Next Steps

Starbucks Journey

1996 - 1999

First outlets outside North America, in the Far East Japan and other countries in the region

Starbucks introduced espresso drinks for the grocery channel in partnership with Pepsi-Cola

Starbucks introduced a home espresso machine in 1997

Starbucks signed a licensing agreement with Kraft Foods to market & distribute the Starbucks specialty coffee beans more than 25,000 American grocery sector
1987
Howard Schultz Bought Starbucks Store and renamed the II Giornale store as Starbucks

2010
• The world gradually emerged from economic downturn & prospects of growth improved

2004-2007

Significant growth

McDonalds coffee sales increased
15%, appeared as a competition

2008 - 2009

Market Relentless march slowed by three forces o
Increasingly intense competition
2003
o
Raising coffee been price
Starbucks acquired the Seattle Coffee Company
1988 -1995 o Global economic recession

Stepped into the specialty coffee grocery channel

Starbucks scaled down its overseas operation

Introduced bottled Frappuccino

New store in Canada
1982

Starbucks went public
Howard Schultz joined the company but left soon and opened the coffee bar, II Giornale
1971
The first Starbucks Store opened in
Seattle with products as coffee beans and coffee-making equipment

Presence in 56 countries through 17,000 stores

Strategic decision to be taken
Had the pace, rhythm and scope of Starbucks internationalization affected company’s performance in previous years?
Should Starbucks resume its international expansion and once again intensify its commitments in overseas markets? What could Starbucks learn from its prior internationalization within the coffee industry to guide his future