Nowadays the company continues its traditional strategy of the market expansion but, unlike in the past, it is not focused on the national market solely.
It is worthy of mention that, in the current situation, the company has chosen probably the most effective strategy that provided Starbucks with ample opportunities to continue growing and this strategy is international markets expansion. In China, expansion into the country also necessitated consideration of the means to introduce a high-end or premium American brand into this culturally solid country that is just starting to learn about other cultures.
Consequently, the growing customer satisfaction leads to the growing popularity of the brand of the company, while the latter results in the improvement of the market position of the Starbucks through the increase of the market value of the company.
The expansion of Starbucks has already overcome national borders and has acquired an international character. Starbucks to lay off 12, workers. This means that the company needs to overcome national borders and operate worldwide to remain competitive.
Now, Starbucks is building China not only as a market but also as a source of coffee beans. In the result of the high quality of services and products customers can buy in the Starbucks, they naturally acquire a positive experience and, therefore, they grow more and more confident in the company, its products and services.
Obviously, at the present moment the US market still remains the larger market of the company. With too much at stake, Starbucks needs to master or perfect its expansion strategy in China to achieve its goal of making the market possibly a new base for its global operations.
To put it more precisely, the company targets at the development of the positive customer experience. Consequently, it is vitally important to the company that the constituent elements of its commercial success in the US keep working in the future.
However, the major and determinant factor of the success of the company still remains the national market and local customers. However, it is necessary to point out that such a strategy may be accompanied by certain risks. Moreover, it is the only logical strategy because fiscal barriers between countries gradually disappear that meant that entering barriers in local markets of different countries disappear too, making the penetration of the company in these markets easier and faster.
The global economic crisis and the downsizing of the company in the United States heightened the importance of its global expansion, especially in China. Starbucks has concentrated its efforts in developing China not only as a market but also as a source of raw products needed in its global operations.
In other words, the company needs to develop the positive customer experience in new markets in order to minimize apprehensions of customers in relation to the new player in the market.
By doing so, Starbucks can focus on the market. This is why the company attempts to meet the current demands and interests of customers. In China, Starbucks needed to be creative.
At the same time, the wide spread of the company and the popularity of its brand are determinant for the commercial success of the company. Just recently, Starbucks also expanded into China because of its large potential market.
One factor is the size of the potential market Clark, One of its entry strategies is to introduce Starbucks as a premium brand Clark, to differentiate it from direct competitors in the coffee industry and local competitors.
The strategic choice of Starbucks has always been balancing the integrity of its global brand and accommodating local contexts.
At the same time, the company still remains highly popular among its American customers. Retrieved August 4,from http: Overall, the entry strategy to Starbucks in China is to negotiate the acceptance of its brand by winning the local community and coming in strong by distinguishing its brand.
As a strong American brand, Starbucks considers how it can introduce and integrate this brand into the local culture.
Starbucks pushes China sales with local brew. As a result, the confidence of customers in the Starbuck naturally leads to the growing popularity of the brand nationwide because the company uses the same standards in all parts of the US. Another strategy is to adapt to the local culture to an extent that does not significantly alter the brand that Starbucks maintains globally.
Instead of focusing on the coffee, the thrust of Starbucks marketing in China is to highlight the coffeehouse as a location for gatherings since food and beverage shops in China address this purpose Adamy, These restrictions limit the flexibility of Starbucks in operating in China.Starbucks' Global Strategy Essays: OverStarbucks' Global Strategy Essays, Starbucks' Global Strategy Term Papers, Starbucks' Global Strategy Research Paper, Book Reports.
ESSAYS, term and research papers available for UNLIMITED access Expansion Of Starbucks The Store Expansion Strategy In and Starbucks developed a.
Starbucks Coffee International (SCI) was created in to coordinate the international expansion, which started in Japan, Hawaii, Singapore, Philippines, Taiwan and Korea.
Starbucks expansion strategy was well thought: the offensive was to take place in the Pacific Rim in order to gain momentum and strength, far away from Europe and Latin. Essay on Starbucks Global Expansion Strategy, with a focus on China.
blame you, it is everywhere, so "wake up and smell the coffee"!
I plan to tell you about the strategies that this giant uses, that have taken it from humble beginnings to a worldwide phenomenon. Starbucks initially used licensing agreement for its global strategy.
Because Starbucks wanted to control the business strategy in the Japanese market, it changed the strategy by establishing joint venture with a local retailer, Sazaby, Inc. The Global Expansion Strategy of Starbucks Words Feb 2nd, 3 Pages This has created a situation where many companies are forced to scale back domestic expansion plans because of lower consumer spending.
Starbucks Global Expansion Strategy essay Starbucks is one of the most successful companies of the US, which is well-known nationwide.
Throughout its history, the company has reached outstanding results, becoming one of the leaders in the national market.Download