Starbucks - Going Global Fast (case study)
Starbucks - Going Global Fast (case study)
I. Summary Starbucks is an American worldwide coffee company based in Seattle, Washington. It was founded on March130, 1971. Actually, it is considered as the largest coffee shop chain in the world with total stores of 17,651(as of July 1, 2012, official company’s website) locally and internationally. Starbucks stores are serving both hot and cold beverage, snacks, pastries, sandwiches and other non-coffee products. Different mugs in term of shape, size and color are available as well. After foundation, the company experienced an immense and huge expansion that only few companies managed to do it. In fact, Starbucks has several stores in both USA and worldwide. Its expansion philosophy makes it very hard to compete with. It was present in almost every market both the national and the international level.
II. The Controllable and Uncontrollable Elements that Starbucks Has Encountered in Entering Global Market.
Japan:
Uncontrolled Event(s):
Although the Japanese market is wealthy, Starbucks is fiercely dealing with its competitors’ products that also include Starbucks lookalikes; the most known one is called Mt Rainier.
Controlled Event(s): Starbuck could successfully made partnership with a known Japanese maker and distributer called Suntory Ltd.
France:
Uncontrolled Event(s): Actually, the French consumers are ready to experience the sweetness brought by Starbucks; however, the French government is very strict when it comes to labor rights and benefits. This uncontrollable element made, Howard Schultz doubting if his firm can adapt to those restrictions and, thus, stay as much profitable as expected.
Italy:
Controlled Event(s): Unfortunately, entering the Italian market is hard to achieve. Italian coffee is much cheaper than Starbucks’ one. While Starbucks offers coffee for $1.5, Italian coffee bars propose a variety of non-coffee products such as sandwiches as well as coffee for only 67 cents/coffee in the north
I. Summary Starbucks is an American worldwide coffee company based in Seattle, Washington. It was founded on March130, 1971. Actually, it is considered as the largest coffee shop chain in the world with total stores of 17,651(as of July 1, 2012, official company’s website) locally and internationally. Starbucks stores are serving both hot and cold beverage, snacks, pastries, sandwiches and other non-coffee products. Different mugs in term of shape, size and color are available as well. After foundation, the company experienced an immense and huge expansion that only few companies managed to do it. In fact, Starbucks has several stores in both USA and worldwide. Its expansion philosophy makes it very hard to compete with. It was present in almost every market both the national and the international level.
II. The Controllable and Uncontrollable Elements that Starbucks Has Encountered in Entering Global Market.
Japan:
Uncontrolled Event(s):
Although the Japanese market is wealthy, Starbucks is fiercely dealing with its competitors’ products that also include Starbucks lookalikes; the most known one is called Mt Rainier.
Controlled Event(s): Starbuck could successfully made partnership with a known Japanese maker and distributer called Suntory Ltd.
France:
Uncontrolled Event(s): Actually, the French consumers are ready to experience the sweetness brought by Starbucks; however, the French government is very strict when it comes to labor rights and benefits. This uncontrollable element made, Howard Schultz doubting if his firm can adapt to those restrictions and, thus, stay as much profitable as expected.
Italy:
Controlled Event(s): Unfortunately, entering the Italian market is hard to achieve. Italian coffee is much cheaper than Starbucks’ one. While Starbucks offers coffee for $1.5, Italian coffee bars propose a variety of non-coffee products such as sandwiches as well as coffee for only 67 cents/coffee in the north