Why Starbucks Will Win Over Italy: It Doesn T Really Sell Coffee Analysis

It is evident that there are many things being fetishized in present day. Specialty coffee has been become increasingly popular since the 1980’s. As of 2001 27 million Americans consumed specialty coffee daily (Ponte 2002:1111). It can be said that Starbucks helped create the explosion and set the environment that it drew with

The smell of fresh-brewed Starbucks coffee is one of those things that makes my heart beat faster than usuakprobably because it promises other good things in the air: lively conversation, pleasant thoughts and inspiring music. When I go to Starbucks I usually stand in a long line waiting for people to finish their complicated orders, and then when it’s my turn I order a short (small) Iced Single Venti Mocha. Just the taste of the Mocha in my mouth shows that I’m a happy costumer. Starbucks coffee has become an important part of our lives. Its logo, known as Siren, is widely recognized and can be found in places from California to China. It is used in movies, and celebrities are often pictured with this coffee in their hands. This product placement has become a form of free advertising for Starbucks and the popularity of this brand has benefited drastically from it. Starbucks has become more than just a symbol of a great cup of coffee; it is a product that symbolizes the global success of the Starbucks brand and the importance of the social nature of coffee drinking all over the world. [Nice thesis statement!]

In our society, we can see many different kinds of social setting and one of the most common settings is coffee shop. Indeed, there is at least one coffee shop on each block. According to Coffee Association of Canada, the market size of coffee industry in Canada is more than 6.2 billion dollars. It shows that how big and important this social setting is. Among a lot of coffee shops, Starbucks, Tim Horton, and Second Cup are the biggest and the most popular franchisers in Canada. If the purpose of visiting coffee shop is only for coffee itself, they might have not been grown like these days.

Listening to Professor Lutgendorf’s experience on wanting to drink authentic Indian chai made me think back to my own experience of living as an exchange student in Italy. Everything in Italy - the culture, food, and human interactions - was so different than America. I could totally relate to him in that every time I walked into a restaurant, stayed in a hotel, or visited my host sister’s friends’ houses, I was always offered coffee, which, don’t get me wrong, is a friendly gesture. However, what they gave me was a large mug filled with Americano, and hot milk and sugar on the side. But this isn’t the kind of coffee I wanted. You have to understand that in Italy, caffé is simply a shot or two of espresso in a tiny china cup and that’s it.

Starbucks has been very successful in Turkey despite the economic problems the company was experiencing in the U.S. during 2007-2008. The fact that Starbucks’ Turkey C.E.O. Can Ikinci is Turkish and that he had studied in the U.S. and worked in London played an important role in the company’s success in this country. Mr. Ikinci was familiar with the culture, the market environment and with the skills he acquired overseas, he was able to build a strategy based on the adaptation of the product to local consumers as it included Turkish coffee. This demonstrates how the company did their research as coffee is an important component of the Turkish culture. The marketing strategy shows that Starbucks was thinking about the local patrons and they also brought the U.S. standard products to Turkey, which are some of the growth drivers, just like Gloria Jeans did with their coffee products.

I set out to find a place to begin my observations, not knowing what to fully expect, what I may find. So I decided to look around at what is close to my home that isn’t a place I frequent or have even visited at all. Then it came to me, the Starbucks that is only about a mile away is a perfect place for me to observe subjects that I would consider different from myself, seeing as how I consider such obscene prices for coffee ridiculous. Starbucks is a very popular chain of coffee vendors that describe their product as more about quality than what Americans are used to in typical coffee joints.

Starbucks is undoubtedly an international brand. The history of coffee traces back to Ethiopia, Africa, India, Arabia, and Europe, and has been traded abroad since the 11th century. Understanding the demand and widespread market for coffee, Starbucks has triumphantly capitalized both the domestic market, and the varied international markets as well. Possessing about 6,500 retail sites worldwide, Starbucks’ net is spread across thirty countries and has been found as one of the most recognized brands all over the globe in equality to McDonalds and Toyota. This organization’s ability to build an international brand has been unprecedented- particularly since it represents a specialty

This case assignment discusses the history of Starbuck’s accomplishments as they entered the American coffee culture heritage. In 1983, The chairman and CEO Howard Schultz traveled to Italy and had a dream to carry the Italy coffeehouse ritual back to the United States. Schultz was focused on creating an environment meeting company that makes good coffee but also be a social experiment. Starbucks today opened more than 19,000 stores functioning in 62 countries. Starbucks has numerous rewards that globalization has offered and they have significantly benefited from it, while in the coffee industry. Starbucks has a wide-range in marketing strategies to benefit the customers. During the different obstacles that Starbucks has encountered, they must stay reliable in quality and uphold to adjust to different customer values.

Starbucks first opened its doors in Seattle’s Pike Place Market with the name being coined from that of Moby Dick’s first mate (Schultz & Yang 1999). It has spread its shops across North America, all over Europe, the Middle East, Latin America as well as the Pacific Rim with an estimated 35 million customer weekly (Michelli, 2008). With tremendous growth from a small time coffee shop, the company has matured to an international icon that today it is one of the world’s leading retailer, roaster and brand specialty coffee (Story, 1971). The company offers whole bean coffees, espresso beverages, and confectionery and bakery items.

For some people Starbucks is a part of their morning rituals for others it is just a coffee shop for their Frappuccino’s. However, for some Starbucks is much more, those who work at Starbucks are members of their own subculture. A subculture is a group within society that shares the same values and interests. The people who work at Starbucks are made up by baristas, the entry level employee, shift supervisors, and managers. This team of employees’ works together closely to provide customers with the best experience and produce possible. Through working so intimately with one’s coworkers creates the aspects of a subculture. Without them Starbucks as a company and per store would not be able to run as efficiently as they do today. Starbucks

With 23,768 locations, Starbucks is a fast food eatery that can be found worldwide. Although it started in Seattle, Washington, it branched out of North America in 1996 when it opened a store in Tokyo. Almost one third of Starbucks’ stores can be found overseas. In venturing out to other countries, there have not always been easy transitions and there have been barriers along the way. With each move into a new sector, there are possible cultural, political, and economic difficulties that lie ahead. To analyze Starbucks and its level of success around the world, I’ll be using Gramsci’s categories of base, structure, and super structure. For base, I will discuss how economics comes into play in China; for structure, I will explain the political barriers Starbucks faced integrating into the Indian market; and lastly, super structure will be examined by the struggle in Italy regarding cultural differences and Starbucks drinks from around the world.

What turned out badly to comprehend the Australian Espresso Market? Is Starbucks conveying what shoppers need? What do shoppers like and abhorrence about Starbucks? How ready are customers to purchase from Starbucks? Our motivation for leading this study was to discover the battles that Starbucks appearances to eventually bolster our bits of knowledge with delegate proof. In the wake of going by numerous Starbucks areas in the city of Sydney to assemble our anticipated example size of 100 surveyors, we have go to some fascinating discoveries and feel much more grounded talking about the issues that Starbucks countenances and the thinking for such a variety of terminations in the Australia.

When Schultz returned to the States he presented his new-found discoveries, of what he believes a coffee shop should be like. However, his bosses didn’t share the same belief, that creating a coffee shop with “artistic and joyful experiences” was less as important as making coffee that sells well. So, Schultz quit and he went on to raise money to fund his own coffee shop establishment , “Il Giornale.” The store started very small, with only two, or three employees, to keep labor costs down. Only sixteen months into his new founded company, Schultz found himself in the position to buy his former employers’ small scale coffee shop. To Schultz it was a no brainer to buy the company which first sparked his love for coffee, so he did. And at only thirty-four years old Schultz had one-hundred employees, several locations throughout the city of Seattle, and a dream to create a nationally recognized brand of “Starbucks Coffee.”

Throughout history, coffee has played an important role in cultures all around the world. The café society, which developed in England and France between 1680 and 1730, served as cultural exchange by bringing together poets, musicians and artists (Lyons, 2005). To this day, writers and graphic designers can be seen working in coffee shops across the county. Additionally, coffee shops have long been considered a place for intellectual and political discussion ( Blank & Vooren, 2007). Therefore, it should not come as a surprise that during the specialty coffee boom of the 1970’s, company’s like Starbuck’s began to expand into neighborhoods close to museums, colleges, and art galleries ( Lyons, 2005). In short, coffee shops have a long history of attracting intellectual and creative individuals.

The biggest American coffee company will be successful at the new market. Italian society know the Starbucks fame but they are going to discover new brand, new store and new goods. Starbucks have to overcome Italian espresso culture and traditional coffee shop and Italian coffee taste understanding because Italian coffee culture is famous before than the Starbucks however at the beginning tourists are first resources for Starbucks store because all of the world start to know Starbucks fame and their coffees taste. If they want to be persistence in the Italian market, they will have to be a more aggressive in the market. Italians people effect is very important in this period. As a result Starbucks future in Italian market is very complicated subject because it includes such a different and strength