Starbucks Study

Decent Essays
Starbucks - international business concept and Starbucks in Germany

von: Peter Strehle

Table of Contents

1 Introduction 1

2 Starbucks’ International strategies 3

2.1 Competitive Forces 3
2.2 Entry Strategies 7
2.3 Success factors 11
2.4 Problems of globalisation 12

3 Starbucks in Germany 14

3.1 German Coffee Market 14

3.1.1 Coffee Shop trend 14
3.1.2 Coffee - unquestioned front runner in the beverage consumption of the Germans 14

3.2 Starbucks’ Joint Venture with KarstadtQuelle AG 15

4 Conclusion 18

5 Appendix II

6 Table of References IX

1 Introduction
Starbucks Corporation was founded in 1985 by Howard Schultz. The origins of Starbucks reach back to 1971, when the Starbucks
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The majority of Starbucks’ sales were made with company-operated retail stores, but also 15% of the sales were made by specialty operations such as selling coffee beans to hotels and airlines or revenues from licensing agreements. Starbucks also has a joint venture with PepsiCo and an alliance with Dreyers Grand Ice Cream with whom they introduced the Frappuchino-line. In 1995, when the US market almost reached saturation, Starbucks Coffee International was forced to concentrate on international operations.The strategy to enter a foreign market was mainly joint venture, in some markets they also used licensing as entry strategy. In 1995 the first joint venture was formed with SAZABY INC. to enter the Japanese market. More Asianpacific countries and later European countries followed. Starbucks Mission Statement: Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow. The following six guiding principles will help us measure the appropriateness of our decisions:
•Provide a great work environment and treat each other with respect and dignity.
•Embrace diversity as an essential component in the way we do business.
•Apply the highest standards of excellence to the purchasing, roasting and fresh
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