Globalization Of Coffee : Starbucks

Consumerism is a key aspect of globalization a world market has developed and this trend continues to grow. For example, the North American Free Trade Agreement which allows produce from Mexico and Florida to show up on the grocery shelves in Fort Saskatchewan. Consumerism blurs the line between wants and needs through advertisements which create demand as well as increasing social pressure to purchase a particular good - like Starbucks coffee. After purchasing the item, the next step is planned obsolescence. For example disposable coffee cups, fashion,

As the world’s number one specialty coffee retailer, Starbucks sells coffee drinks, food items, coffee beans, and coffee-related accessories and equipment. In addition, Starbucks sells whole-bean coffees through a specialty sales group and grocery stores. Starbucks has grown beyond coffee into related businesses such as coffee-flavoured ice cream and ready-to-drink coffee beverages. The purpose of this paper is to analyze Starbucks business strategy, customer value proposition, company’s operations and the risks to financial results and reporting in the short term.

The 21st century has seen several companies cross international borders to look for new markets to conduct their business and increase shareholders’ return. The process was fuelled by opening of borders and advancement in transport mode and technology in the 21st century. The situation has complicated the attempts to fully understand the process of global production. However, the research and different literatures in the recent past have given customers and scholar a good read on forms of labour which go into producing the product or service, and how this work is globally distributed (Coe, Dicken and Hess 2008, p.274). The development has made customers to strongly know what they want and what they consume. Therefore, this essay will analyze the Global Production Network (GPN) of coffee and discuss who benefits most from the structure of this GPN. In the analysis, the essay will focus on three different aspects. First, the paper will analyze various forms of labour that go into creating the product and how is this work globally distributed. The essay will also analyze how the value is captured at each stage of production distributed along the network. Lastly, the essay will focus on the institutional arrangements that explain the structure of this GPN.

A commodity is a raw material or primary agricultural product that can be bought and sold. The market treats it as equipment or nearly so with no regard to who produced it. The original producer does not make the “big” money from the good that has become a commodity demanded by consumers. A commodity’s supply and demand is part of one universal market like corn, or wheat. A stereo is something that would not be considered a commodity. Other things are important about a stereo not that it is just a stereo but what brand and quality is in consideration when purchasing a stereo. Demand for one type might be much larger than the demand for another. This is not the case with commodities; they lose differentiation across their supply base. An

I never thought too much about globalization before this class. According to Crapo (2013), “this growing interconnectedness, called globalization, is influenced by many technological and economic changes that are bringing people together in ways that were unheard of in earlier times” (Chapter 10.5, para. 2). The world is brought together economically through products. One of the many is coffee. After watching the film, “Guatemala: The Human Price of Coffee” the impacts of globalization on the coffee farmers in Guatemala shocked me. I love coffee and I had no idea the price these people have to pay to grow coffee for us to have. These coffee farmers make huge sacrifices. They are paid low wages and they are hardly able to live. When the prices of coffee drops, they suffer with lower wages.

Globalization is not a new concept. It was first used in the 1970’s; however in recent years it has started to accelerate dramatically. Technological advancements, improved communications and the liberalization of trade have all contributed to increased globalization (BBC News, No Date]. The purpose of this essay is to explain the meaning of globalization, discuss the influence of globalization on the supermarket Tesco, and analyse the effects it has on the developing world. This essay will refer to Tesco, explaining the impacts that globalization has on their business.

Coffee has played a major role in the lives of many people around the world. “Yet, poetic as its taste may be, coffee’s history is rife with controversy and politics…[becoming a] creator of revolutionary sedition in Arab countries and in Europe” (Pendergrast xvi). After reading Uncommon Grounds, it is apparent that the history of coffee is intertwined with the aspects of the globalization process, the role of Multi-National Corporations, and global economic issues.

Imaging if there was no more coffee in this world, how would you feel? Nowadays, coffee becomes an important part of people’s life. People who often work overtime, they drink coffee because caffeine can make you awake; people who have to wake up early in the morning, they drink coffee because instead of making breakfast, coffee is more convenient; people drink coffee during the free time, because it also tastes good.

The most imported products and food are iPhones and chocolate beans since they can’t be made in the United States due to the environment and the choices the maker has decided. Most of all, it makes our lives feel further connected and wanting to support where our products came from. For the people who determine to not like the idea of Globalization, says that local businesses have been shutting down due to multinational corporations, having advanced in Science and Technology gotten people to lose their jobs. Throughout six articles, all have their own viewpoints about globalization is or is not helping local business and local economies.

Four million people worldwide make their daily stop at Starbucks in the desperate need for a coffee fix, just don’t forget to ask them to hold the side of exploitation, modern slavery and deforestation.

The larger known coffee businesses were beginning to show signs of stagnation in the 1970’s and 1980’s. Unlike Proctor & Gamble other large manufacturers, specialty coffee producers were small independent distributors. According to the Harvard Business School report on Howard Schultz; During the early 1980’s the average American consumed less than two cups of coffee per day, with almost one of every two men , women and children over the age of 10 does not drink coffee at all. The large coffee business started to compete for market share in a shrinking market. The smaller independent specialty coffee producers were selling only high quality Arabica beans. Arabica beans have less caffeine, less

Globalization: Globalization is the tendency of investment funds and businesses to move beyond domestic and national markets to other markets around the globe, thereby increasing the interconnection of the world. Globalization has had the effect of markedly increasing international trade and cultural exchange. Such as Starbucks, globalization became the topic of discussion, because they had to adjust to the different coffee taste that originated in different countries to maintain their customer

Globalization is important to understand in order to determine what worked in the past and can be successful again in the future. Our many cultures, ideals and growing technology form together to create an extremely global world. We use products that were made on the other side of the world, and are taxed on practically everything. Whether the effects of our global society is good or bad, there’s no doubt that the world is constantly changing and impacting our livelihoods, so we must adapt accordingly in order to succeed.

1. What factors in the global environment provide opportunities or threats for Starbucks? How do Starbuck’s strengths and weaknesses match up to its opportunities and threats?

Starbucks’ retail entry model in the United States does not have the same strategy as their international model. In the states Starbucks holds great control as a corporation, but in international territory, country partnerships, cultural, government laws and politics play a very important role in Starbucks’ entry strategy. Starbucks has set it sights globally since the coffee market has come close to saturation in the U.S. which will give them the opportunity to continue to expand without fierce competition. Starbucks has looked to countries like India and other emerging markets with great growth potential to set down new roots. Starbucks recognizes India as a great choice to expand business internationally but also recognizes the complexity in the same market after several attempts to enter without success.