Management of Starbucks to Enter New Foreign Markets

Résumé du document

Starbucks is a company that is already 23 years old, and has been working internationally for 14 years. Starbucks is a Seattle, Washington- based coffee company. It buys, roasts, and sells whole bean coffees and coffee drinks through an international chain of retail outlets. From its beginnings as a seller of packaged, premium specialty coffees, Starbucks has evolved into a firm known for its coffeehouses, where people can purchase beverages and food items as well as packaged whole bean and ground coffee. We can also add that Starbucks is a company that is a member of organizations that promote ethics at work such as ECOA (Ethics & Compliance Officer Association) and ERC (Ethics Resource Center). In the Starbucks Company, we can see a whole page talking about business ethics, and showing that Starbucks believes strongly in good relations between members of the company. For years, Starbucks has been a fast growing company, developing itself mostly in North America, at such a rapid growth that analysts are thinking that Starbucks is going to saturate the North American market. That is why the company is thinkingof going abroad, and tap new markets in order to keep up their growth rate. The actual management of the company is thinking about entering one of the BRIC markets (Brazil, Russia, India and China).

Extraits

[...] India has a long-term orientation relatively high. A high LTO means that the culture is perseverant and parsimonious. III. Principals values shared in the country From a country to another leverage that can make people involved in the company, proud to work for or happy to work in can change importantly. That is why it is important to know what are the principals' values that are common in India in order to include them in the management strategy and be more efficient. [...]

[...] Web Jan Business Ethics and Compliance Starbucks Coffee Company. Web Jan "The Changing Family Values in Indian Society." Expert Q&A and Revenue-Sharing Community Factoidz. Web Jan "Indian children suffer more malnutrition than in Ethiopia - Times Online." Times Online News and Views from The Times and Sunday Times. Web Jan "Role of Western Values in Contemporary Indian Society N R N Murthy." TECK.IN Technology Tips, Tricks and News. Web Jan "Doing Business in India: A Cultural Perspective." Outsourcing Custom Software Development - Offshore Software Solutions from India. [...]

[...] India: 48, World average: 40 In an individualism culture, people feel a need to communicate, silence is considered abnormal, social conversation is expected. In a collective culture, the fact of being together is emotionally sufficient, people talks to exchange information. There is a relatively high individualism rank. Everyone is expected to look after him and his family. Masculinity and femininity. India 56, World Average "India Explained." Geert Hofstede Cultural Dimensions. Web Jan 408-ICMT - 2B - Intercultural Management 9 In a masculine culture, people strive for a performance society. In a feminine culture, people strive for a welfare society. [...]

[...] Management of Starbucks to Enter New Foreign Markets 408-ICMT - 2B - Intercultural Management 2 Summary SUMMARY INTRODUCTION STARBUCKS I. THE COMPANY II. THE VALUES INDIA I. PRESENTATION OF THE COUNTRY II. HOFSTEDE, CULTURAL DIMENSION III. PRINCIPALS VALUES SHARED IN THE COUNTRY A. Culture B. Family values C. Business in India RECOMMENDATIONS CONCLUSION BIBLIOGRAPHY 408-ICMT - 2B - Intercultural Management 3 Your assignment is to be a "cultural coach" to the management of Starbucks. Management wants to enter new foreign markets; in particular, the BRIC markets. [...]

[...] In problem solving and management, this factor has to be taken into account in order to not put a poor ambiance at the work place. But most important of all when you work in India is the relationship you create between you and your employee. From the moment you arrive to create a real relationship of trust between you and your employee, then the management of your company in the country will become much easier. Conclusion By analyzing the Starbucks company on one hand and the country that it want to enter on the other hand, it permits to get recommendations to the company that will be useful for it. [...]