Starbucks Globalization Report

930 Words4 Pages
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

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