" To create distinctive Starbucks experience in the face of rapid growth "
Starbucks is the worlds largest coffee retailer with 5,500 stores in 50 different countries in the world. 11,o68 stores are placed in the US - it leads to a total store number of almost 16 600 stores.
Throughout the whole world, Starbucks sticks with it common goals and company culture ( Global marketing standardization/"One product,One Message Marketing Mix"), while product offerings are modified to local taste. For instance, Starbucks in Germany does not offer the exact same breakfast items that are offered in the US simply because bagels or some other items are not typical for breakfast in Germany.
Starbucks enters the foreign market mostly through licensing arrangement's or joint ventures with local retailer. Some of the international coffee houses are also company owned or operated. The first international coffee house were launched in Japan with the help of a Japanese retailer SAZABY.INC in 1996.
The company is concerned about their international neighborhoods just the way they are in their own country. It is highly important for Starbucks to carry their "mission"- to be more than just a coffee house - out of the US.
“We remain highly respectful of the culture and traditions of the countries in which we do business. We recognize that our success is not an entitlement, and we must continue to earn the trust and respect of customers every day.” Howard Schultz
Additionally, the company committed themselves to support their international communities with "Starbucks- Shared Planet" .
"Starbucks is dedicated to supporting communities around the world – where we live, where we work and in the countries where our coffees are produced."
Overall, Starbucks as the world largest coffee house brand still earns the most of their revenues and positive feedback from their native costumers. One major point that hinders many consumers to buy at Starbucks overseas is the high price that the company charges. For example in Germany people have to pay for a small Frappuccino 4 Euros which is almost 6 US Dollar. The same Frappuccino cost in the US 4 Dollar.
Throughout the whole world, Starbucks sticks with it common goals and company culture ( Global marketing standardization/"One product,One Message Marketing Mix"), while product offerings are modified to local taste. For instance, Starbucks in Germany does not offer the exact same breakfast items that are offered in the US simply because bagels or some other items are not typical for breakfast in Germany.
Starbucks enters the foreign market mostly through licensing arrangement's or joint ventures with local retailer. Some of the international coffee houses are also company owned or operated. The first international coffee house were launched in Japan with the help of a Japanese retailer SAZABY.INC in 1996.
The company is concerned about their international neighborhoods just the way they are in their own country. It is highly important for Starbucks to carry their "mission"- to be more than just a coffee house - out of the US.
“We remain highly respectful of the culture and traditions of the countries in which we do business. We recognize that our success is not an entitlement, and we must continue to earn the trust and respect of customers every day.” Howard Schultz
Additionally, the company committed themselves to support their international communities with "Starbucks- Shared Planet" .
"Starbucks is dedicated to supporting communities around the world – where we live, where we work and in the countries where our coffees are produced."
Overall, Starbucks as the world largest coffee house brand still earns the most of their revenues and positive feedback from their native costumers. One major point that hinders many consumers to buy at Starbucks overseas is the high price that the company charges. For example in Germany people have to pay for a small Frappuccino 4 Euros which is almost 6 US Dollar. The same Frappuccino cost in the US 4 Dollar.
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