Marketing in Global Economy

Marketing in a Global Economy

Name

Course

Instructor

Date

Marketing in a Global Economy

As the largest coffee based company in the world, Starbucks Corporation has relations with more than sixty one countries globally. Largely based in Seattle Washington, Starbucks has coffeehouse chains in Canada, the United States, the United Kingdom, China, Japan, Mexico, South Korea, Thailand, Taiwan and the Philippines. Each location offers an amalgamation of snacks, pastries, whole bean coffee, along with cold and hot beverages. Apparently, most of the stores also offer cold and hot sandwiches, tumblers, mugs and packaged items (Faris, 2012). In addition, the corporation has evening locations offering a number of varieties in wines and beers. On the other hand, the entertainment division markets films, music and books altogether. This approach leaves the company with a specified and seasonal system with reference to locality. Since its launch in 1971, Starbucks has continued to steadily but rapidly grow by the years, maintaining its world word status altogether.

Starbucks foundations are based on Howard Schultz, the founder. The cafe based approach was developed from these very backgrounds, emerging out to be Schultz’s source of global success. As the United States takes lead in the highest number of coffee houses, the coffee-shops idea slowly turned into a fundamental experience. By 2002, Schultz took a business interest in France and Italy, though expansion in Italy remained stagnant even as at 2006 (Segreta, 2013). According to the Bloomberg magazine, Italy is yet to experience the business perspective that is associated with Schultz’s shops. Italians have a long history with coffee, with fragmented and crowded market a part of this perspective altogether. This phenomenon brings in reputational challenges that might pose a risk to the nature of the coffee company.

There is a challenge in venturing...