Starbucks’ CEO, Howard Schultz, asks an interesting question: “What would happen if one takes the high-quality coffee from Starbucks and connects it with the charm and atmosphere of European cafés? Starting from this idea, the company developed in a unique way. Starbucks is now the world leader in the premium coffee market with 128,898 employees in more than 17,000 locations and a revenue of US $ 9.77 billion. Starbucks has revolutionized the coffee business. Its main marketing strategy is to present the Starbucks store as a “third place” between work and home. Starbucks has expended rapidly abroad, but there were and are some cultural differences through which Starbucks has problems. I will try to analyze these problems and demonstrate solutions.
Inhaltsverzeichnis (Table of Contents)
- Abstract
- Introduction
- History
- Acquisition and Expansion
- Strategy
- What Is Starbucks' Product?
- Changes in Society
- Strategy in General
- Problems with Starbucks' Strategy
- Problems in Expanding Abroad
- SWOT Analysis
- Strengths
- Weaknesses
- Opportunities
- Threats
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This essay explores the success of Starbucks, delving into the company's strategy and the challenges it faced during its international expansion. The essay aims to analyze the problems that Starbucks encountered in foreign markets and propose solutions.
- Starbucks' success strategy and its key elements
- The "third place" concept and its impact
- Challenges of international expansion, particularly in countries with established coffee cultures
- Cultural differences and their influence on Starbucks' operations
- Strategies for navigating cultural nuances and fostering brand success in foreign markets
Zusammenfassung der Kapitel (Chapter Summaries)
- Abstract: This section introduces the focus of the essay, which is to analyze Starbucks' success strategy and its expansion problems abroad.
- Introduction: The introduction highlights the unique approach Starbucks took in developing its brand and its current position as a global leader in the premium coffee market. The essay's objective is to analyze the company's expansion challenges and provide possible solutions.
- History: This chapter outlines Starbucks' founding and early development, highlighting the role of Howard Schultz in shaping the company's vision and driving its expansion.
- Acquisition and Expansion: This section details Schultz's acquisition of Starbucks and the subsequent rapid expansion, both domestically and internationally.
- Strategy: This chapter explores Starbucks' product offering, which includes not only coffee but also emotions and experiences. It analyzes the societal changes that have contributed to Starbucks' success, including economic growth and the development of information technology. The chapter also examines Starbucks' strategic approach to location selection and its partnerships with various companies.
- Problems with Starbucks' Strategy: This chapter discusses the internal problems Starbucks encountered due to its rapid expansion, including competition from its own stores and the emergence of new competitors.
- Problems in Expanding Abroad: This chapter focuses on Starbucks' expansion challenges in foreign markets, highlighting the cultural differences and existing coffee cultures that posed hurdles. The chapter compares Starbucks' success in different countries and analyzes the factors contributing to its successes and failures.
- SWOT Analysis: This chapter provides a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of Starbucks. It identifies the company's strengths, including its brand image and store network, and weaknesses, such as its growing competition. The chapter also outlines opportunities for expansion and threats such as competition from larger companies.
Schlüsselwörter (Keywords)
The key themes and concepts explored in this essay include Starbucks' success strategy, the "third place" concept, international expansion, cultural differences, competition, SWOT analysis, and the challenges and opportunities associated with global branding in the coffee industry.
- Quote paper
- Christian Mangold (Author), 2010, The Starbucks Company. Success Strategy And Expansion Problems, Munich, GRIN Verlag, https://www.grin.com/document/159596
