Starbucks represents something beyond a cup of coffee

Résumé du document

Globalization is the global reach of the market economy, the dominance of the market economy centered on competition and profit, extended to any type of production and exchange of goods and services.

Starbucks illustrates perfectly this phenomenon of globalization. This company is now the largest multinational chain cafes. It was created in 1971 and has shown a very significant and rapid expansion by opening increasingly shops around the world.

We will see how Starbucks has become a multinational company. First a small summary of the company's history, then we will present the competitors. Follow by a discussion of the economic environment in which evolves the brand. Finally we will underline the strategies adopted by Starbucks.

Extraits

[...] Again, quality is paramount and justifies the choice to go to what the market has to offer better in terms of reliability and reputation. ! 3.2 PESTEL: ANALYSIS OF DIFFERENT FORCES INFLUENCING STARBUCKS. ! Politic influences: - Starbucks is dependent of the relationship between the American government and the countries that supply Starbucks. The different taxations in each country may alter the price of the coffee. - Starbucks strongly depends on the international trade regulations and tariffs; if a country decides to raise tariffs it will affect the price of coffee and probably raise the price for customers. [...]

[...] Economics influences: - As many industry Starbucks depends on the price of raw materials. - The economic stability has an important influence on the wealth of the company, indeed Starbucks was hit hard by the economic crisis, therefore it has to pay attention to the global economy but also to the American economy. - It also depends on the price of transport and the price of the working force. ! Social influences: - Starbucks is a brand based on popularity, thus it has to be careful of its image. [...]

[...] (2012) Who are Starbucks Competitors? [online] Available from: 2012] ! "21 [Accessed 28 November 2012] ! Anon . (2012) Dunkin' brands reports fourth quarter and full year 2011 results [online] Available from: [Accessed 30 October 2012] Strategy-64535.html> [Accessed 20 October 2012] ! ! ! Anon. (2012) Starbucks Marketing Strategy Unconventionally Effective [online] Available from: [Accessed 30 December 2012] ! ! ! ! ! ! Anon. (2009) Free Cup of Starbucks Coffee if you Pledge 5 Hours of Volunteer Time [online] Available from: [Accessed 24 October 2012] ! [...]

[...] In addition, Starbucks reduces the amount of water use and build green building. ! Pledge Customer who fills out a pledge card to give five hours to a local “volunteer opportunity” will receive a free coffee. Starbucks goal is to bring the number of hours up to one million per year by 2015. It is the largest volunteer network in the US. ! ! ! Support US job: All the mugs and cups are “Made in in order to create jobs especially during the economic crisis. [...]

[...] In 1984, Starbucks ran into debts buying Peet's products. Jerry Baldwin refused to develop the experience of Howard Schultz and opened his own stores. Then, Howard Schultz proposed to the associates to buy the Starbucks brand and their rights to 3.8 million dollars. They accepted it. In 1987, Starbucks Corporation was born from the merger between Starbucks and II Giornale which took Starbucks name. ! STARBUCKS CORPORATION WORLDWIDE Starbucks, the specialist in the sale of drinks and coffee, is present in the United States and in 50 countries through 19435 sales outlets. [...]