1. INTRODUCTION
This report will signify an example of how globalization may be known in the Gulf and UAE cities. Starbucks is one of the most admired companies on Globalization, which bond with both cultural and economical aspects of globalization. How did Starbucks Company have expanded rapidly? In this report I should explain how did Starbucks have expanded through the world. I have chosen the Starbucks Company because it is the greatest coffeehouse company in the world. Unfortunately, the first Starbucks opened in Seattle, on March 30 1971, by three friends they were students at the University of San Francisco: Zev Siegl he teaches History subject, Jerry Baldwin was an English teacher, and Gordon Bowker was a writer.
2. RESEARCH AND DESCRIPTION
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The company has a large trademark portfolio consisting of many internationally famous marks, including Starbucks, Starbucks coffee and the Starbucks logo. To protect its marks, Starbucks has aggressively persuaded trademarks infringement action all over the world. By rejecting others from using the Starbucks brand, it has been able to expand its business throughout the world. In 2006, Starbucks won a trademark infringement lawsuit in China against Shanghai Xingbake coffee shop. The Chinese company used a green and white logo and used the name “xingbake” in its mark, which referenced Starbucks because in the Chinese the word xing means star and the letters ba ke, when it’s pronounced, sound similar to bucks. Starbucks also pursued companies in the US that it believes have infringed its marks, for example in Starbucks Corp v Lundberg. Starbucks prevailed in an opposition filed with the Trademark Trial and Appeal Board (TTAB) against registration of the mark Lessbucks coffee. The TTAB continued Starbucks’ opposition and refused to record the mark. By using trademark process to protect its brand from infringement, Starbucks has deterred potential infringers and strengthened the value and power of its …show more content…
However, Starbucks is now pursuing an approach that is a complete reversal of the one that made it famous.
4. CONCLUSION
In my opinion, many people have made a Starbucks store part of their daily life; the Starbucks Company is the best coffeehouse company in the world, where you can find the best coffees and people are taking advantage of that
Several coffee corporations have been accused of violating ethical standards. According to National Center for Public Policy Research v. Starbucks Corporation (2022), the National Center for Public Policy Research has sued Starbucks, claiming their diversity initiatives amount to racial discrimination. The lawsuit challenges hiring goals, contract awards, and executive pay tied to diversity, alleging violations of civil rights laws. The case seeks to void diversity policies and demands damages. Starbucks had not responded to the lawsuit at the time of reporting.
Ultimately, Starbucks innovation aimed to achieve a
Political • Growing demand and supply shortage has increased world coffee prices. • Favorable advantage to accessing raw material through supplier relationships. • Fair-trade practices include its Coffee and Farmers Equity (C.A.F.E.) program among other fair trade policies and agreements. • Starbucks adheres to local, national and international government laws and policies and tightly control labour practices, avoiding scrutiny and negative imagery from being a large corporation. Economic • High industry sensitivity to the macroeconomic factors affecting disposable income, a main industry driver.
The company has individual websites, software development centers, customer service centers and fulfillment centers in many locations around the world (Rouse, 2018) II. IMPACTS OF GLOBALIZATION a. VARIOUS WAYS IN WHICH GLOBALIZATION AFFECTED
The organization I work for, Starbucks is highly diversified. In my opinion, Starbucks successfully employs each of the seven diversity components: “authentic leadership commitment, clear organizational communication, inclusive recruitment practices, long-term retention strategies, incorporating diversity into main work of the organization, diversity management metrics, and expansive external relationships” (CanÌas, Sondak 2014). With that being said, Starbucks could improve by incorporating diversity into main work of the organization. One way Starbucks proves their commitment to diversity is authentic by holding a diverse board of directors. Of the seven board members, three are women and one of these women is of an African descent.
Starbucks is known for its delicious fresh brewed coffee and its dedication to employees, customers and communities. Starbucks is one of the largest companies in USA and it is based in Washington. The company keeps its customers on their toes with new products and loyal customer deals. Every year the company is introducing something new and interesting. This strategy and approach keeps the company on the top and customers coming back for more.
Part A. The primary externals influences to Starbucks PESTEL describes a framework of macro-environmental factors used in the environmental factors component of strategic management. PESTEL analysis includes some several factors: political, economic, social, technological, legal and environmental factors. This report analyzes the factors which have main impact on Starbucks. 1.
In order to formulate an effective ad, the target audience must always be defined and understood. Starbucks Coffee’s target audience is families with young children. There are several factors involved in determining the target audience, and that is demographic, geographic, psychographic, and consumer insights. Firstly, there are several demographic variables that are taken into account.
Starbucks was founded in 1971. They have 18.850 stores in more than 40 countries which makes them the first coffee specialty retailer in the world. They operate most of their stores having only 50 franchises (as of 2017) as to keep strict control over quality. The success of Starbucks is based on their unique value proposition. They offer customer the finest coffee produced by themselves, with strong commitment on creating a global social impact, served in stores that promote a welcoming and warmth sphere where everyone can feel “like home”.
Ethical issue in Starbucks Starbucks, an American coffeehouse chain based in Seattle, Washington, is the world largest coffee retailer chain in the world having more than 21,000 stores in 65 countries (Starbucks website, n.d.). In United States, Starbucks owned 12,973 stores (Starbucks Company Statistics, 2014), which is more than 73% of the market shares of the United States coffeehouse industry. Hence, Starbucks possesses monopoly power in the specialty coffee market. Enjoying monopoly position, Starbucks plan to completely dominate the market by eliminating competition. Starbucks engages in a range of anti-competitive activities.
They are focused on their suppliers such as coffee beans farmers and customers. Starbucks through the fair transition to keeping coffee beans market position and provide high-quality coffee as well as a comfortable place to customers enjoy Starbucks’ coffee and food. Also, Starbucks has involved a lot of community activities, so they are created a long-term relationship with the community. Moreover, Starbucks also focus on environment development. Such as cycling activities and water Conservation.
For instance, you can see McDonald’s store in almost every countries. In general, globalization has benefited both developing and developed nations, and became one of the most important factors that affect a country’s
Globalization has since forced all the other Emirates to take initiatives towards protecting all features of the Arabian culture. Globalization can be described as progressive movement of expanding the social and economic ties via spreading institutions that are corporate and the philosophy of capitalism that from an economic perspective, there is shrinkage of the world. Globalization is a phenomenon that usually affects a country in three major areas. These areas include social, cultural and economic. This paper will shade some light into how globalization is having an effect on all of the three disciplines in relation to UAE.
The aim of this assessment is to reflect on what I have learned this semester regarding the module of Business in Global Context; from the lectures with the professor, the case studies done in class and the three previous patchworks that we worked on. We have learned that there are different internal and external components that affect the business environment, from corporate social responsibility to cultural and institutional framework; organizations must take into consideration all the factors related to the different parts of its environment. For the topic discussion, I will be discussing globalization and how it has affected the global business environment along with the key aspects and the different point of views regarding it.
STARBUCKS SINGAPORE 1.0 INTRODUCTION Originated in United States (US), Starbucks selected Singapore as the third international market to expand its business in 1996. It offers all-embracing products of coffee, handcrafted beverages, light food, merchandise and consumer products as well as an exclusive Starbucks experience to the customers. Starbucks Singapore prides itself on the 100th store expansion in 2014 (Priscilla, 2014). The company is staying ahead in the Singapore coffee chain industry, yet it is facing numerous emerging challenges in the global competitive environment.