As seen in the article, in order to expand into China, a wide distribution of network is essential. However a lot of investments and time would be needed. In addition, Starbucks would face challenges from the external factors in China such as economic, political and culture issues. Hence, it would be better to establish a joint venture with a reputable and accomplished local firm. As such, Starbucks has established a joint venture with Taiwanese drinks maker Tingyi, with the brand name Master Kong, the largest firm in China that specialises in manufacturing and distributing instant noodles, beverages, baked goods and soft drinks.
“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).
• In 1987 the original owners of Starbucks sold the company to Howard Schultz who rebranded his own coffee stores to Starbucks and as a result Starbucks began to expand. • In 1987 Starbucks opened stores in Vancouver, British Colombia and Chicago. By 1989 there were 46 outlets and nearly 1 million kilograms of coffee were being brewed per year. • By 1992, they were listed on the stock market and had grown to 140 outlets with an income of $74 million. • Today Starbucks sells Coffee, Smoothies, Tea, Baked goods and Sandwiches.
The Industry demand has changed due to a shift in consumers’ attitudes towards healthier products. This placed Starbucks’ coffee culture at risk and threatened the company’s future. Starbucks has tailored their menu to include more organic and healthy product mixes, venturing into tea, bread and fresh juice products (Geereddy, n.d). Starbucks’ cornerstone product differentiation strategies and Human Resource Management are the main impacts to strategy formulation. Starbucks’ is a premium valued brand; costly to imitate.
The aggressive growth rate of stores across the world had a ripple effect which led to Starbucks undergoing multiple changes: a. Globalization – The number of retail stores were 5000 and counting. It also started experimenting with new retail formats such as ‘drive-throughs’. Around 15% of its revenue came from non-company operated retails channels, known as ‘Specialty Operations’ which included international licensed stores, grocery stores, warehouse clubs and online mail-order sales. The goal was simple – reach customers where they work, travel, shop and
For example, Schultz offers his employees to have the right to have stock shares of the company so employees share the success of Starbucks. Furthermore, Starbucks designs special training and program for employees. This not only motivates employees, but also makes them ready for future in the company. Also, Schultz is always seek for feedback and advice from his employees, which make them feel empowered and encouraged. 2.
By 1991, Starbucks had 105 stores, and with the help of the money raised from trading the company publicly in 1992 as I have mentioned above, Starbucks could be found in 725 U.S./Canadian locations by 1995. From 1996-2008, the U.S./Canadian company operated Starbucks stores grew from 926 to 7969 stores, while its licensed U.S./Canadian stores grew from 75 to 4560 stores. In Japan, Starbucks used the joint venture strategy. Japan was Starbucks first international expansion. With an attractive market and a pre-existing taste for coffee, Japan was a perfect entry point in the region with them being the second-largest economy in the world and consistently among the top five importers of coffee in the world.
Starbucks is an American company that was established in 1971 in Seattle, WA. Starbucks is the leading roaster, maker and retailer of special coffee around world. Starbucks employed more than 182,000 employees across 19,767 branches operated & licensed stores in 62 countries. They do the purchasing and roasting of high-quality coffees that they sell, along with handcrafted coffee, tea and other beverages and a variety of fresh food items, through company-operated stores. The company also sells different types of coffee and tea products and licenses their trademarks through other channels such as licensed stores, grocery and national foodservice accounts.
Previously Starbucks went with the same success plan as that of American market. But soon they realized those things will not work in Chinese market. Starbucks also changes its marketing and promotions strategy in China. The main aim of any company is to increase revenue and sales. As interviewer told that Starbucks focused on increasing revenue but the company was also looking for developing a relationship with Chinese customers.
Running head: Starbucks Coffee Company: More Than a Cup of Coffee2There are two major dynamics in the twenty-first century that presented global change inour global societies: Bottled water and Starbucks. There was simply no reason to consider thatanyone would pay for water, and to the majority of society a cup of coffee was just that, a cup ofcoffee. The greatest new things were instant coffee and the Mr. Coffee coffee-maker, and coffeecenters were the office breakroom, college gathering places and, the kitchen table. There wasnot even a job description for a “Barista.” However, in 1971, a small coffee and tea retail store,located Seattle’s landmark Pikes Place Fish Market, was destined to become a global retailer ofnot only coffee and tea, no longer would a cup of coffee be viewed as just a drink (Joyner, 2006).Starbucks has created a social culture that is as palatable as their beverages. Theirmission statement and adherence to their core values serve as the foundation for theirmicroeconomic positioning as an economic leader in the global coffee industry.