Today, having global vision means recognizing and reacting to international marketing opportunities, using effective global marketing strategies, and being aware of threats from foreign competitors in all markets. Starbucks company, as a coffee giant, it has already opened about 18000 stores in world-wide.
After Starbucks expansion in North America, it expand to world-wide. The first Starbucks location outside North America opened , in 1996 in Tokyo, Japan. Starbucks entered the U.K. market in 1998 with the $83 million acquisition of the then 65-outlet, UK-based Seattle Coffee Company, re-branding all the stores as Starbucks. In September 2002, Starbucks opened its first store in Latin America, at Mexico.
Open business in the international market is difficult, a company who want to open the international market have to prepare to compete with native companies, do many social investigations about foreign countries’ culture, tradition, people’s habits, flavors and so on. To open a business in a foreign country, company have to adjust their products to cater to that country’s people’s taste. Starbucks Company does good job. According to different culture and tastes in different countries, Starbucks decorate different stores with different elements and designs.
Starbucks in Beijing
Starbucks in Japan
Starbucks in Dubai
Starbucks in HongKong Not only that, based on original Starbucks drinks, they also make special drinks in different countries. For example, in China, there are special drinks like “Espresso Con Panna”,”Mudan White Tea”, “Biluochun Green Tea” and so on. In addition, Starbucks also provide their official website in different languages which also contain not exactly the same drinks and products.
Even though Starbucks have to face many threats by opening business in the international market, global business do bring much business profit to the company. In the USA or other countries in North America, Starbucks probably more civil, but in some countries, it is more genteel. In New York, Starbucks is like in every where, But in China, most Starbucks store opened in big shopping mall, and it’s a deluxe place to go for most people. Starbucks grande size green tea frappuccino is about 30 Yuan, it’s about 6 times expensive than in the USA. That’s just only one example . In this way, Starbucks earn a lot of profits in the international markets.
In the future, Starbucks is still planing to open more stores(about 1300 stores) world-wide. The company is planning for China to be the second largest market by 2014, about 600 more stores will be opened in China. Because according to the first fiscal quarter of 2013 the China/Asia Pacific segment alone achieved sales of $214.3 Million. The potential for future growth in China is very important for Starbucks.
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