Starbucks : Winter Term 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

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.

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.

Starbucks forms licensing agreements with the majority of their foreign retail stores to collaborate and develop international partnerships with brands that have a solid position in the overseas market. Starbucks has 698 company-operated stores and 1743 licensed stores in 39 countries in Europe, Middle East, and Africa (EMEA) regions. In the China/Asia Pacific (CAP) regions, Starbucks spans across 15 countries consisting of 2542 company-operated stores and 3201 licensed stores. China alone has 2000 stores and Starbucks projects a growth of 500 additional retail stores per year over the next five years. The acquisition of Teavana Holding, Inc. in 2012 has become a prosperous venture capital investment and Starbucks strategy is to extend Teavana into Europe and China/Asia Pacific markets. Starbucks plans to enter their most intimidating market, Italy in 2017. Will the Italian coffee market be a challenge for Starbucks Corporation or prove a positive economic venture for the company?

Starbucks is a globally recognised coffee shop with thousands of locations worldwide. Originally Starbucks set out to sell coffee beans but now has global recognition for its famous coffee and comfortable settings in each Starbucks location. The aim of this report is to give an overview on Starbucks as a company and how it markets its products and services, also a brief look at its history. How this company started out with one location and now has over twenty thousand locations worldwide.

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 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).

Has Starbucks has done well in Turkey? What are some of the common growth drivers in terms of consumer characteristics, market characteristics, and entry strategies across USA and Turkey that might account for Starbucks’ success?

It seemed to me that Starbucks had become a craze overnight. All of a sudden, everywhere I turned someone was carrying a cup embellished with the famed green siren. The first Starbucks opened in Seattle, Washington in 1971 as a small store that served mostly coffee and tea. In the year 2000, the company had grown to more than 3,000 cafés. By 2014, the company had more than 20,000 stores open within 67 countries worldwide. In the United States, not only can you buy Starbucks products from local store or gas stations, but in some places, there are Starbucks cafes as close as across the street from one another. It is impossible to ignore the extraordinary success of the Starbucks Coffee Company. It has become a part of modern pop culture with frequent references in television, movies, and especially in social media. Although there is a strong stereotypical image of what an average Starbucks customer looks and behaves like, the community of people who visit the café is very diverse.

What factors accounted for the extraordinary success of Starbucks in the early 1990s? What was so compelling about the Starbucks value proposition?

Starbucks is a Coffee Company that is successfully renowned throughout the corners of the world. It has successfully won a great amount of loyal customers regardless of its high priced, coffee. Many investors are also interested in this business as they see Starbucks as a moneymaking investment. Starbucks is popular for its high priced and high quality coffee with an ambient of comfortable sofas and delightful music. It has advertised and promoted itself as the “Third Place” that means a place where people can visit beside their homes and jobs (Starbucks: A Strategic Change and Management Perspective, 2014).

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).

Starbucks has been a world leading company in premium quality coffeehouse since 1971. Starbucks makes a commitment to deliver fine coffee as well as better hospitality from friendly staffs. Starbucks has developed a good marketing strategy. The company attempt to upscale its product, which benefit from its competitive advantage. The company competitive advantages not only focus on brewing a cup of coffee but also provide fine hospitality experiences to its client in relaxed atmosphere with coffee aroma. Primary, the coffeehouse target group is young college