Essay About Brief Analysis Of Starbucks And Starbucks Strategy

Starbucks Marketing Management Case Study
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Create a brief analysis of Starbucks focusing on its plans for international growth. Do you think
this strategy is a good one for the company? Why or why not?
Case – 2 Starbucks Strategy: It is a Small World After All Marks- 10
If your strategy is growth, you might as well go for the whole cuppa joe. Thats what Starbucks is
doing-expanding into international markets as if it were the most natural thing to do. To some experts, it
is the best plan for a company that has been called by Wall Street analysts “the last great growth story.;
Others are a bit more skeptical. Why, for instance, would an American coffee maker try to pitch its brew
against world-famous French dark espresso? “American coffee, its only water. We call it jus des
CHAUSETTES,” SNIFFS Bertrand Abadie, a documentary filmmaker. (In case you dont speak fluent
French, he called your favorite Starbucks flavor “sock juice.”) Then theres China – a nation of about 1
billion tea drinkers. How does Starbucks intend to convert a nation whose favorite drink for the past 4,500
years has been tea? Other countries are in the picture as well, such as Japan and Spain. “Were taking the
long view that opportunities are so large and that these are the early days,” explains Starbucks CEO
Howard Schultz.
Starbucks has a plan, Currently the company has about 6,500 stores worldwide, with about oneforth
of those located in 29 countries outside the U>S. and Canada. According to Schultz, in the next few
years, the Seattle-based firm intends to increase that number to 25,000 stores around the world, with
15,000 outside North America. “Were building a brand, not a fad,” he explains. The Starbucks brand
includes everything from its special flavors to its logo-a mermaid on a green background-which is already
one of the most famous product image in the U.S.
Part of the companys strategy is to target younger consumers around the world. Austrias 20-
something coffee drinkers already view Starbucks as something new and tasty. “The coffeehouse in
Vienna is nice, but they are