Starbucks: an intercultural company

Thèmes abordés

Intercultural management, intercultural issues, intercultural company, starbucks, culture, international challenges, international organization

Résumé du document

This document is about Starbucks as an intercultural company. In order to understand well its presence on the international stage and the challenges that the company has to face, there is a first part about Starbucks' background and history.

Extraits

[...] It was in Japan, more specifically in Tokyo. However, we can note that the first store outside the United-States was opened in Vancouver, Canada in the early 1990s. Only two years after its first step outside North America, the company bought in the united-Kingdom 60 outlets of the UK-base Seattle Coffee Company for a total of $83 million. All the cafés were renamed Starbucks. And when in 2005, there were more Starbucks retail stores in London than in Manhattan, Starbucks was then really becoming and considered as being an international brand. [...]

[...] We have seen that even though Starbucks seems very successful in appearance, it has not always been easy for the brand to expend and to face all the challenges that being an international and global brand imposes. Bibliography - Kachra, Ariff and Crossan, Mary. Starbucks. Ivey Management Service. 2002-10-07 - http://www.starbucks.fr/fr-FR/_About+Starbucks/History+of+Starbucks.htm - http://www.starbucks.com/aboutus/international.asp - www.starbucks.com/aboutus/gr.asp - http://en.wikipedia.org/wiki/Starbucks - WORKMAN, Daniel Starbucks global sales International trade leaders August - http://internationaltrade.suite101.com/article.cfm/starbucks_global_sale s - Starbucks sued for trying to sink competition September NEW YORK (CNNMoney.com) - http://money.cnn.com/2006/09/26/news/companies/starbucks/index.htm - JUNG Helen, AP Business Writer Coffee in a time of conflict: Starbucks' growth risks backlash - http://www.organicconsumers.org/starbucks/041603_starbucks_fair_trade_co ffee.cfm http://www.starbucks.fr/fr-FR/_About+Starbucks/History+of+Starbucks.htm Kachra, Ariff and Crossan, Mary. Starbucks. Ivey Management Service. [...]

[...] In the case of Starbucks, it is in the international strategy of the company to stay as global as possible. Of course, as Howard Schultz says, they “remain highly respectful of the culture and traditions of the culture they do business”. First of all, we can say that, regarding to their excellent overall success rate, they have succeeded in the way they wanted to expand their brand. They have been able to develop a profitable growth model that we can now find pretty much everywhere in the world. [...]

[...] Then, the internal organization of Starbucks is a real strength that leads the brand to its current success. In fact, people are probably the most important resources inside the Starbucks of the organization, and Howard Schultz has well understand what was important to do in order to keep a motivated and efficient staff; which would at the end have an impact on the customers, since the customer relationship is also very important. Its development inside the US went so well that the company began exporting its image, products, and services outside the United-States. [...]

[...] It has now a wider range of products. It now proposes coffee-based hot beverages, as well as cold ones, like the frappuccinos, hot chocolates, teas, fruit juices It also sells all kinds of snacks like, cookies, pies, cheesecakes, muffins, and begins now to have on its shelves sandwiches and salads. In addition to food products and drinks, the customers can purchase their Starbucks mugs but also their coffee makers or brewing equipments at Starbucks. It is very important for the brand to propose good quality products and services. [...]