Why do people around the world are embracing Starbucks?

Résumé du document

Today, Starbucks is the first purveyor of the finest coffee in the world. Starbucks history began with the following interpretation: “more people needed to join the coffee bar culture […] smell the coffee and enjoy life a little more”. Starbucks started the in United States and now is expanding its business all over the world.

The key idea is that Starbucks not only sells a coffee but it also sells the Starbucks experience and now that is strategy that Starbucks works on. Indeed, today, the coffee trading that is practiced by Starbucks involves a different kind of romance - the base is purchase and loyalty.

Starbucks sells quality coffee in a relaxed atmosphere where people come between home and work. As I said before, the essence of Starbucks is not about the coffee, it's about the coffee drinking and the coffee-house experience. The company's objective is to establish Starbucks as the most recognized and respected brand in the world.

Keywords - Starbucks coffee, Starbucks coffee menu, Starbucks popularity, Starbucks strategy.

Extraits

[...] Why people around the world are embracing Starbucks? Positioning brand Today, Starbucks is the first purveyor of the finest coffee in the world. Starbucks history began with the following interpretation: “more people needed to join the coffee bar culture [ ] smell the coffee and enjoy life a little more”. Starbucks is born. It started in United States and now, it develops all over the world. The key idea is that Starbucks sells a coffee but it sells Starbucks experience. [...]

[...] But that is not so easy and managing inherent conflicts and diversity of views will be the two premier defining characteristics of the new business landscape. Loyalty is very important between a company and consumers. But now, consumers are interested in corporate values and they verify the company's pledge. That's why they compare the company's level of commitment to the local communities in which they operate. As a conclusion, we can say that Starbucks has to dialogue with more audiences and they must recognize the increasingly strategic role of communications within this new business strategy. [...]

[...] Respect and dignity are essential in Starbucks' spirit in all over fields. Starbucks succeed is thanks to six principles: - provide a great work environment and good relations with everyone - Embrace diversity - Apply the highest standards of excellence concerning the coffee - Develop customer satisfaction in every case - Contribute to their communities and their environment - Recognize that profitability is essential to their future success Starbucks wants to be convivial and develops a guarantee of quality concerning coffee and service. [...]

[...] Starbucks has been criticised about its marketing strategy and a homogenising impact on local communities because Starbucks buys about of the world's coffee and 15% of all specialty coffee. We can say that geo-political landscape is not the same as before. So, the impact of the events of September 11th made the actual US foreign policy. An important fact is that US has reduced its level of tolerance and they adopted an aggressive foreign policy and now, they feel alienated from previously friendly trading partners. [...]

[...] International sales represent 30% of total revenues and the company is still growing, we can say that it would grow more and more. The company moves into new markets all over the world and they continue to build their brand through Starbucks experience. Indeed, they make a difference in peoples' lives in relation to human connections. They adapt their development strategy by adaptation to different markets addressing local needs and requirements. They use three business strategies: joint venture, licenses and company- owned operations. So, they purpose to everyone to divide each opportunity concerning the international market. [...]