The world’s largest coffee retailer, Starbucks has
approximately 19,972 stores in 60 countries with just over 12,000 of those
stores in the United States. Across the world, Starbuck sticks with its marketing
plan and integration of global marketing standardization where globally standardized products to be sold the same way all over the world. This uniform production enables Starbucks to lower production and marketing
costs and increase profits. Although some products may vary to adjust to local
taste, in places for instance Asia, Middle East and parts of Europe there cafiteria food is
more culturalizd. But in general Starbucks coffee is the same here as it is in
any other country.
Starbucks enters the foreign market mainly through licensing
arrangement’s or joint ventures with local retailers. Few of the international
coffee houses are also owned or operated. The first international coffee house
was launched in Japan with
assistance of SAZABY Inc.
in 1996. The company stays passionate about their relationships with the
foreign market as they way they are in their own country. It is essential for Starbucks to carry their mission to be more than just a coffee house in the
United States.
“Starbucks is
dedicated to supporting communities around the world, where we live, where we
work and in the countries where coffees are produced”
On a whole Starbucks as the worlds largest coffee house
brand still accumulates most of their revenue from their national customers.
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