Case Study: Starbucks Global Take-Over Of China

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“Starbucks Global Take-Over of China”

Starbucks changed the concept of drinking coffee; no longer is coffee just a product it is a lifestyle. Through making coffee drinking an experience Starbucks was able to move a domestic product from a simple coffee shop in Seattle Washington to a renowned product globally. Starbucks has come a long way since its first beginnings in 1971. Today, it’s the world’s largest coffee retailer, with over 19,000 locations in more than 60 countries. What sets Starbucks a part within in the company is that the staff, which are known as partners, are responsible for the sale of over 2 billion cups of coffee every year and create what is known as, “the Starbucks Experience”(Krikorian). This experience was not only
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By using the process of localization along with globalization Starbucks made the attempt at combining local culture with some Western ideals. One of the difficult factors that have an apparent effect in globalization is the fact, “all brands are defined to a certain extent by their country and country of origin (Pastier). Pastier goes on explaining that, “you simply cannot take America out of Disney even if you take Disney out of America.” This same reflection is relevant within the Starbucks brand. Throughout Europe and other foreign countries the brand has come to obtain a negative connotation. The main issues with Starbucks includes, “clustering, driving out independents, loss of diversity, its policy toward farming communities in developing fair trade” (Pastier). These sweeping generalizations are at the heart of anti-Americanism that is present throughout foreign counties. Pastier notes the key issue of “loss of diversity” which is one of the driving issues of these generalizations. Many people view Starbucks with a narrow-minded perspective; of rich white girls drinking non-fat mocha lattes extra foam. However, Starbucks is more than these sweeping generalizations. When looking past some of these generalizations, the brand has created a new legacy and image for itself, changing its perception throughout Asia which has enabled the globalization process to be a slow yet steady success, especially in

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