Starbucks Global Strategy

Starbucks Goes “Glocal”: An Investigation of Starbucks’ Global Strategy The Starbucks Corporation is a roaster, marketer, and retailer of specialty coffee throughout the world, currently operating in more than 50 countries today (“Our Starbucks Mission”). Starbucks represents one of the most recognizable logos and companies across the globe today, continually expanding and diversifying their unique operations. The first Starbucks opened in Seattle, Washington in 1971 and since 1987 Starbucks has opened an average of two stores daily (Bonander). Starbucks’ success can directly be attributed to the quality and meaningfulness of their overall mission and vision for the global society. Starbucks aims to provide its customers with the highest quality coffee in the warmest and most welcoming setting; a setting where they feel embraced by their individual community and as if they belong to something or somewhere truly unique and identifiable to themselves individually. They constantly strive to engage with new markets, satisfying each community’s wants and needs with the utmost of respect for their cultures. In order to truly embrace and appreciate the quality behind Starbucks’ global strategy, it’s essential we recognize the foundation of their business and the derived successes of their worldwide contributions, their local efforts and how it applies to the Chicago area community in particular, and the ways in which Starbucks makes even the most foreign places feel local and community-oriented. Starbucks is one of the fastest-growing companies in the world and has achieved such great success by developing one of the most concrete and appreciable business models out there. They provide an ideal work environment for their employees and offer phenomenal benefits, such as healthcare benefits for even those employees who just work part-time. This essence of treating your employees as if they’re like your customers is what we refer to as “internal marketing”. Internal

Cited: Bonander, Ross. "5 Things You Didn 't Know: Starbucks." AskMen. IGN Entertainment, Inc., n.d. Web. 25 Oct. 2012. Boykoff, Pamela. "Starbucks Opens First Store in India." CNNMoney. Cable News Network, 19 Oct. 2012. Web. 29 Oct. 2012. Copsey, Jonathan. "Roswell Starbucks Now Servers Wine, Beer." NorthFulton.com. Appen Newspapers Inc., 24 Oct. 2012. Web. 25 Oct. 2012. Hart, Ryan. "The Globalization of Starbucks and Its Effect On the World." International IP Research. N.p., 28 Sept. 2011. Web. 29 Oct. 2012. Henricks, Mark. "The Starbucks Business Model." Entrepreneur. Entrepreneur Media, Inc., 1 Feb. 2007. Web. 31 Oct. 2012. Kinetz, Erika. "Starbucks Opens First India Store in Mumbai." CBSNews. CBS Interactive, 19 Oct. 2012. Web. 25 Oct. 2012. Lahman, Todd. "Starbucks New Logo Branding Strategy." Starbucks New Logo Branding Strategy. Todd Lahman LLC, 5 Jan. 2011. Web. 25 Oct. 2012. "Our Starbucks Mission Statement." Starbucks Coffee Company. Starbucks Corportation, 2011. Web. 31 Oct. 2012. York, Emily B. "Starbucks Bringing Beer and Wine to Chicago." Chicago Tribune. Chicago Tribune, 06 Dec. 2011. Web. 25 Oct. 2012. York, Emily B. "Starbucks to Add Wine, Beer, Small Plates Menu at Woodfield Cafe as Starbucks Evenings Plan Expands beyond Pacific Northwest." Chicago Tribune. Chicago Tribune, 28 June 2012. Web. 25 Oct. 2012.