Starbucks : Winter Term 2015

Starbucks is one of the largest known coffee distributors within the United States. Their mission statement is “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time”. Their objective is to be one of the most well known and respected brands around the world. With 21,366 stores around the world, operating in 65 countries, they are a major company that has influence on the economy in the United States and around the world (Starbucks 2015).

Starbucks identified the opportunity in Turkey, through its partnership with their regional franchise holder, the Al Shaya Group (“Starbucks Turkey,” pg. 12). Despite the many challenges facing them, the Al Shaya Group was committed to bringing the “Starbucks Experience’ to Turkey, and the company found success by embarking upon an aggressive

Starbucks is no doubt a phenomenon in the United States, but the brand wants to expand globally. Opening chains in various global locations such as Japan, Vienna, England; Starbucks wants to reach out to the coffee loving fans everywhere. Nevertheless opening chains globally is not that simple. There are many uncontrollable factors Starbucks need to focus on to make sure they are making profit as well has abiding by the country’s laws and regulations. Going global takes a lot of market research to make sure that the brand will be successful even with uncontrollable factors. Controllable factors can be tailored to fit the needs of each country. Starbucks has to find the happy medium so they don’t lose their identity overseas.

Starbucks today is widely recognized as the megabrand for coffee, and there clearly are no close competitors that have its international recognition and scope. Starbucks has grown to employ over “160,000 people and generates about 13.6 billion dollars annually” (Forbes). Much of Starbuck’s success is attributed to a man with a clear vision and drive: Howard Schultz. Howard Schultz’s passion for delivering quality coffee along with a positive café experience has given him the motivational determination to demonstrate exceptional leadership traits. This paper will give a brief overview of the history of Starbucks, and will then investigate the changes that were made after Schultz stepped in. Furthermore, problems that

Two shots of espresso, a dash of white chocolate flavored sauce, 16 oz. of steamed milk, a swirl of sweetened whipped cream, and one happy customer. Coffee has become the crutch that millions of Americans have held on to in order to get through their day. However, Starbucks has become the most successful brew in the business. On any given morning, it is guaranteed that a large line of groggy human beings will be impatiently waiting to get a hold of their precious grande white mocha described above. In fact, “more than 70 million people worldwide enter a Starbucks café every week”(Lorenzetti). But is it just the beverages that keep the customers coming back? The Starbucks coffee company has found a way to not only sell drinks, but also a lifestyle. They have created a brand power that even a non-coffee drinker is willing to see value in. A small shop in Pikes Place market has evolved into a global company. On one street corner in Washington, the green and white cup is sold on each side of the street. Although there are a variety of coffee shops to choose from, Starbucks separates itself from its competitors in a variety of ways due to its effective organization. The way they run their stores has guaranteed millions of loyal customers. Overall the organizational coordination and structure of the Starbucks Company has differentiated them from the other competitors, and has satisfied millions of customers throughout the process.

Starbucks coffee is a well-known around100 years ago. in the 1970s , three Americans to turn it into a coffee shop signs to promote the spirit of America`s coffee, and since then, Starbucks coffee growing to recently the worldwide fascinating companries. Starbucks coffee using a unique way to make coffee, refresh resources, high quality coffee beans,environmental products and the different foods provided. As it able to keep a long-lasting, high value-added brands, strong culture backgroud, those all the facors to keep the companries enhance marketing position.

There are many opportunities for Starbucks to succeed in their industry. These opportunities include expanding of product offerings, entering foreign markets, and brand awareness. In expanding of product offerings, we have seen Starbucks

Starbucks Coffee is very popular all over the world as it the number 1 brand coffeehouse chain. It is known based on their brand and quality .Therefore strong brand image can be categorized under one of the strength of Starbucks (Lombardo,2015). In addition to that, the firm has a large global network of suppliers. Starbucks operates in about 20000 coffeehouses in about 60 countries which make Starbucks the largest coffeehouse chain in the world (Jurevicius,2013). The Coffeehouse also has good employee management compare to its competitors because it offers high salary and benefits to its employees. The experience Starbucks provide to its customers is incomparable with its competitors. This is because the experience the Starbucks gives to its customers with friendly staff, best music, warm atmosphere together with the coffee that results in first class of customer service (Jurevicius, 2013).

This is a report on the organization and business strategy of Starbucks, a company whose brand recognition is so high that there is hardly a need to add that it sells prepared coffee drinks and products Starbucks coffeehouses. Starbucks serves on the order of 70 million customers each week in over 20,000 stores in 64 countries (Kaplan, 2014). The first coffeehouse bearing the name Starbucks opened in 1971 at the Pike Place Market in Seattle; however, the company as it today effectively began in 1982, when one Howard Schultz was hired as director of retail operations and marketing (Starbucks Company Timeline, 2017). Schultz established the retail sale of ground coffee bearing the Starbucks brand to restaurants and espresso bars. In 1983 he travelled Milan, Italy, where he was impressed by the popularity and atmosphere of the local espresso houses (Starbucks Company Timeline, 2017). Upon his return the vision of Starbucks as a coffeehouse that customers would regard as a home away from home was established.

Starbucks is a very famous company around the world. Many people like to drink a hot coffee in the morning before work, especially when it is raining outside or in cold weather. Every customer is very important for Starbucks. The company lives by its mission statement “Develop enthusiastically satisfied customers all of the time.” One can find stores of this company in many countries and figure out that these coffee shops are very popular and recognizable.

Furthermore, in Turkey’s history, there was a time prior to 1980 where Starbucks would have not done so well due to an embargo put into place by the Turkish government limiting coffee’s prevalence in the country and shifting preferences to tea. However, thanks to the lifting of the embargo as well as other market

Starbucks is an American company who try to expend its business to other country around the world. However, each country owned and has an identity, a history, and culture. This requires to Starbucks to analyze the current market and adapt his offers according to the needs and mores (usages).

Since there has been a worldwide trend for coffeehouses in recent times, this assignment will focus on Starbucks and examine its approach to enter international markets. The main focus will be on the market entering strategy in Middle East. For this reason Turkey will be examined in the ways of how the international human resources management principles of Starbucks are influenced by entering this market.

The Starbucks brand was founded in 1971 in Seattle, when an English teacher Jerry Baldwin, a History teacher Zev Siegl, and a writer Gordon Bowker decided to open their own coffee shop. Now, Starbucks is the most successful coffee company in the world that serves coffee in 65 countries in more than 23000 stores. Among professional young adults, Starbucks is the brand of coffee shop that makes coffee-drinking experience unique because of its high-quality service. In the most countries Starbucks remains to be a leader in coffee business. The success of the company in its Global Marketing shows that Starbucks founds the way to bring the product across cultures, maintaining the core business values untouched. The company maintains to be a “third place” between home and work and positioned as an “affordable luxury”.

Rapid global expansion and entering new markets has been a major driver for Starbucks’ success. However, customers become increasingly worried that through the quick growth the corporation is loosing track of its unique customer selling point and the popular Starbucks Experience. Especially emerging markets such as Brazil, India, and South Africa are showing great growth potential through an increasing population within their middle-classes, as well as a growing economy and disposable income. The corporation has already entered these markets and established the brand in tea-drinking nations like India and China, but there is still more room for growth. Also