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ONLINE VIDEO CASE 7.1
Naresh K. Malhotra, Basic Marketing Research: Integration of Social Media, 4e. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall.
STARBUCKS: Staying Local While Going Global Through Marketing Research
Named after the first mate in the novel Moby-Dick, Starbucks is the largest coffeehouse company in the world. As of 2010, there were more than 16,700 stores in over
50 countries including more than 8,850 company-operated stores and more than
7,850 licensed stores. The company’s objective is to establish Starbucks as the most recognized and respected brand in the world. It expects to achieve this by continuing with rapid expansion of retail stores
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Growing a brand overseas, however, can be different from doing so in Starbucks’ home market. According to Thomas Yang, former senior VP of International Marketing, this difference in growth behavior in different countries can be attributed to Starbucks’ different stages of development in the United States and different parts of the world. In international markets,
Starbucks is at the brand development and establishment stage, allowing consumers to discover what the brand is about and what the Starbucks experience is about. In contrast, Starbucks has had a presence in North America since 1971. In the United States, the Starbucks experience is pretty well-known and understood, and thus it is in a different stage.
Starbucks has been extremely successful in achieving its objectives. It has been able to maintain a local feel despite massive growth around the globe. It has done this by stressing its culture and placing the focus on its employees and customers through marketing research. Starbucks hopes to continue staying local while going global through marketing research.
Conclusion
Starbucks has gone from a small local coffee startup in the 1970s to the largest coffeehouse company in the world. This success has largely been due to the strong connection it has been able to foster with its consumers and to
With time the small industry of coffee has modernized into a multibillion dollar industry that surrounds the world. With the growth of the industry there has been many world wide changes. Over the past 30 years coffee shops have jumped to the front of the public culture. New coffee shops have changes the face of American cities along with British, German, Colombian, Kenyan and Indonesia towns to name few. (Coffee a comprehensive guide to the bean, the beverage, and the industry) Around the world coffee has become part of the daily culture and coffee shops have grown to accommodate the massive demand that people ask for. Without the growth of the industry there would be a shortage of the product and many would have to go without their beloved beverage. In the United States alone there has been a massive increase in the number of coffee shops. In 1980 the number of coffee shops was a year 2,000 and by 2008 there was an astonishing 27,715. (Coffee a comprehensive guide to the bean, the beverage, and the industry) This was an increase of over ten times in the short time. 11,000 of those stores, almost half, were Starbucks one of the biggest coffee brands in the worlds. The growth of Starbucks is due to the work of Howard Schultz a worker for the company before they became as massive as they are today. Starbucks started very small in Seattle, Washington in the mid 1970’s. Howard bought out the owners and then went on to turn the small company into a massive corporation. (Coffee a
Starbucks Coffee originated in 1971 as a coffee and tea café opening in a small neighborhood of Seattle, Washington (Starbucks Corporation, 2010). Starbucks continued its service for Seattle residents for a decade when the new director of retail operations and marketing, Howard Shultz, decided to make some beneficial changes to the company. After two years of employment Howard Shultz decided to expand Starbucks outside of the Seattle area. In 1987 Starbucks was entering in the coffee market and the few numbers of Starbucks were now becoming a corporation (Starbucks Corporation, 2010). Fast forwarding to current times, Starbucks is
Founded in 1985, Starbucks is one of the largest coffeehouse companies in the world, with over 16,000 stores in 50 countries (Starbucks Annual Report, 2009, p. 1). Starbucks sells high-quality
The Starbucks Corporation is an international coffee company that was founded in Seattle, Washington (Starbucks.com). With 19,435 stores in 58 countries, it is the largest coffeehouse chain company in the world; Starbucks sells a variety of hot and cold drinks. These include espresso
Starbucks Corporation, generally known, as Starbucks Coffee is the leading retailer and a brand of world’s forte coffee in the world, with more than 15,000 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rim, wherever in this world where premium quality coffee is in demand. Starbucks is the largest coffeehouse company in the world ahead of UK rival Costa Coffee, with 20737 stores in 63 countries and territories, including 11910 in the United States, 1496 in China, 1442 in Canada, 1052 in Japan and 772 in the United Kingdom. The first Starbucks was open in 1970. The name was inspired from Herman Melville’s Moby Dick, a definitive American novel regarding the 19th century whaling industry. The nautical name matches seamlessly for a store that imports the world’s finest coffees to the cold thirsty people of Seattle. In May 1998, Starbucks have finally successfully entered the European market through its acquirement of 65 Coffee Company stores initially originated from Seattle in the UK. Both companies shared a common culture, focusing on a great commitment to customized coffee, similar company values and a mutual respect.
2) Garthwiate, Craig; Busse, Meghan; Brown, Jennifer; Merkley, Greg “Starbucks: A Story of Growth” Harvard Business Publishing, July 2012.
Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 20,366 stores in 61 countries, including 13,123 in the United States, 1,299 in Canada, 977 in Japan, 793 in the United Kingdom, 732 in China, 473 in South Korea, 363 in Mexico, 282 in Taiwan, 204 in the Philippines, and 164 in Thailand.
from a small local store to its current global enterprise. Starbucks has strategic partners all over
Starbucks would then open up stores in trendier areas of a country, most likely geared toward a youthful image. In addition to these strategies Starbucks decided not to compromise on its basic principles of offering quality coffee of similar origins, and offering a non-smoking environment across the globe (Starbucks International Operations 5).
Part one: Starbucks is an international coffee company which was established in 1971 in Washington. It is the largest of its kind in the market with almost 23 thousand cafés in 63 countries. The Starbucks that I have evaluated is the one in Opera Lane Cork city.
Starbucks’ story began in 1971 with a single outlet in Seattle, USA. From the onset, Starbucks set out to be pioneer in coffee industry and it offered one of the finest roasted coffee beans. Now, Starbucks operates in 67 countries and has opened over 22,000 stores. Currently, it is the largest coffeehouse chain in the world. It is estimated to have an operating income of $3 billion and employees around 191,000 people around the world. (Starbucks Company Profile | Starbucks Coffee Company, n.d.)
In the 1990’s the company grew at a very fast pace. Studies show that Starbucks opened a new store every working day. From one store by its founders Starbucks grew to more than 8,000 stores in the United States itself and over 4000
By now, most Americans must have heard or be familiar with a chain of coffeehouses, named Starbucks. Established in 1971 as a local coffee bean roaster and retailer, Starbucks has expanded rapidly. By successfully adopting Italian coffee culture into a variety of beverages such as brewed coffee, espresso, teas, Frappuccinos and related products such as music CDs, pastries or ice creams, the Seattle-based company has reported USD 7.9 billion in revenue with 22 percent annual growth (Starbucks, 2006) . Operating 13,168 stores in 41 countries, Starbucks has, inarguably, become one of the largest and most recognizable coffeehouses all over the world (Harrison & Enz, 2005). Meanwhile, the company still targets for operating 30,000 stores
Starbucks Corporation has increased its operation with 20,737 stores in 63 countries and territories. For 25 years the company operated in the North America and the first branch abroad was opened in Tokyo, Japan in 1996. Starbucks entered the UK market in 1998 after acquiring a tea company in Portland. [3] Starbucks customers enjoy quality service, an inviting atmosphere and an exceptional cup of coffee.
Starbucks Coffee is one of the biggest and most lucrative coffee businesses.For more than 30 years, Starbucks has built