Starbucks: Evaluation of the International Business Strategy Essay

Strong branding- They have a strong presence in the European, American and Asian market as an established firm. They have been able to create a unique brand image in the minds of consumers by differentiating themselves from other companies through the ensuring of the best premium quality products.

The company’s purpose is to “provide branded products and services of superior quality and value that improve the lives of the world’s consumers now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creations, allowing our people, our

The company’s mission is to provide their customers with the best service and products and “to be the very best

As the company continues to evolve, it still stays true to its attractive qualities that have earned millions of loyal customers around the world. They have a commitment to quality. By only carrying 4000 stocked units in the warehouse, compared to 30,000 at your local super market, it can carefully choose its products. This insightful selection is based on quality, price, brand and features. Therefore, having the ability to offer the ultimate best value to its members.

Our mission is to provide consumers with innovative products to increase efficiency and productivity while proving to have less impact on our environment and help our customers do so as well. We wish to prolong our current economic growth and protect our planet in the process. The integrity of our company is based on the quality of our products, our satisfied customers, the integrity and conscientiousness of our employees and our sincerity to innovative development and evolution.

products, have attracted a lot of customers throughout the world. The company has a huge

Along with our skill, experience and expertise we pride ourselves on being a reputable company who produce quality results with professional attitudes.

Easy visibility of the company and recognition of its brand name, due to unparalleled marketing strategies

     Strong Products and Brands Global Presence High ethical standards High safety standards Highly influential market segment

We believe that our existence is based on creation of the great products with constant focus on innovations. Our faith is rooted in the simplicity and therefore we focus only on the few individual projects that are important and meaningful to us and also to our customers. We honour the perfection and effective collaboration which are guiding us to succeed.

been known all over of having a reputation of the finest products and great customer service.

Starbucks advertises two essential mission statements. First and foremost, it strives to “establish [ourselves] as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while [we] grow(s).” (Starbucks) Reflective of its mission, Starbucks bases its strategic campaign and communications on six indispensable philosophies; structuring a pleasant work environment in which employees are treated with “respect and dignity,” incorporating diversity in all business aspects, purchasing, roasting and delivering fresh coffee, retaining satisfied customers, giving back to the community and environment, and developing

The company commits to operating and cost efficiency with high quality products and strong distribution management. This strategy enjoys a steady sales growth rate and positive profits.

In early 1970s the company named Starbucks Coffee Company was set up, and it expanded rapidly in the late 1980s and 1990s. The business was started with a single store of a roaster and retailer of whole bean and ground coffee, tea and variety of species. Nowadays, Starbucks has over 19,000 retail stores in more than 60 countries and has over 160,000 employees (Starbucks, Company profile, 2014; Forbes, 2013). With that number of employees, thus available workplaces, Starbucks won the second place award for the “Best Company to Work For” in January, 2005.

The company’s brand recognition is visible globally. It also possesses strong capital resources and has exhibited positive results to its shareholders in the past.