Starbucks

Introduction

The bid to internationalize most companies is a very difficult process. The biggest reason for this is the adding the international branding and policy to their existing company strategy.

Most companies view their expansion into the international scene as mere extension of the existing business. This can be dangerous because of the difference in socio-cultural environment and the other factors such as politics etc. Some other companies will however copy the international strategy of their rivals which is equally not good because of the difference in company policy and marketing strategy.

There are 3 steps in initiating a company’s international strategy

1. Determining if the company is prepared to launch an international operation or market.

2. Determining how the company will launch their operation or product.

3. Developing their Organizational Structure to suit the market strategy.

Starbucks: Starbucks is a multinational which its headquarters is based in the United States. It is the leading coffee drink store in the world. They have a combined 13000+ stores in the world. 40% of the stores are licensed stores while the rest are company owned.

Some of the products sold by Starbucks are

• Brewed Coffee

• Espresso

• Cappuccino

• Coffee beans

• Snacks

• Mugs

Purpose: The purpose of this project is to analyze the real life situation of Starbucks in the international scene, its strategic options and options.

Aim: Is to make sure that we understand the international issues facing Starbucks. It is also necessary to evaluate the Strategic options that Starbucks is faced with and study there environment.

Frameworks to use for analysis

For the analysis of Starbucks I will be using different analytical framework to provide an in-depth analysis into the Company and its Strategic Growth methods. The frameworks will be shown below: To start with I will use the International...