Starbucks Globalization
Introduction
Since I’m interested in history of legendary brands I have always wondered what makes some organizations globally known and recognized throughout the world and how it eventually affects our culture in general. For my ethnography study I have decided to explore probably the most famous coffee shop in the world - Starbucks. Having subsequently examined the theory of globalization, in my report I would like to reveal the features due to which this theory can be applied to Starbucks and to show how it really works in the real life.
Company overview
Website: www.starbucks.com
Founded: 1971
Country of origin: USA.
Number of outlets: 20,366
Commercial and economic activities of the company:
1. Starbucks owns more than 20,366 stores.
2. Starbucks is the largest coffee shop chain in the world.
3. It is one of the most expensive brands in the world.
4. Stores are located in more than 61 countries.
It is almost impossible to imagine the modern world without Starbucks. Today it is the world's largest chain of coffee shops, which is known and loved for comfort, high-quality coffee and its special atmosphere that prevails in all the stores all over the world. Now it's hard to believe, but before Starbucks America practically didn’t know what real coffee was - it was just the domain of a few gourmands. But in business, as in history, there was a person who played an active role: the man, who fell in love with good coffee and made love it the whole America, and then the world.
Starbucks’ green signboards have already become part of the urban landscape in many cities around the world. According to the company Brandchannel, Starbucks is one of ten best global brands and also it is praised as the most desired coffee shop. Few small businesses operating for less than thirty years can grow so rapidly - the company started in 1985 with a cafe, and today the number of Starbucks coffee shops is more than 60 thousand - maintaining its original character at
Since I’m interested in history of legendary brands I have always wondered what makes some organizations globally known and recognized throughout the world and how it eventually affects our culture in general. For my ethnography study I have decided to explore probably the most famous coffee shop in the world - Starbucks. Having subsequently examined the theory of globalization, in my report I would like to reveal the features due to which this theory can be applied to Starbucks and to show how it really works in the real life.
Company overview
Website: www.starbucks.com
Founded: 1971
Country of origin: USA.
Number of outlets: 20,366
Commercial and economic activities of the company:
1. Starbucks owns more than 20,366 stores.
2. Starbucks is the largest coffee shop chain in the world.
3. It is one of the most expensive brands in the world.
4. Stores are located in more than 61 countries.
It is almost impossible to imagine the modern world without Starbucks. Today it is the world's largest chain of coffee shops, which is known and loved for comfort, high-quality coffee and its special atmosphere that prevails in all the stores all over the world. Now it's hard to believe, but before Starbucks America practically didn’t know what real coffee was - it was just the domain of a few gourmands. But in business, as in history, there was a person who played an active role: the man, who fell in love with good coffee and made love it the whole America, and then the world.
Starbucks’ green signboards have already become part of the urban landscape in many cities around the world. According to the company Brandchannel, Starbucks is one of ten best global brands and also it is praised as the most desired coffee shop. Few small businesses operating for less than thirty years can grow so rapidly - the company started in 1985 with a cafe, and today the number of Starbucks coffee shops is more than 60 thousand - maintaining its original character at