Starbucks: Evaluation of the International Business Strategy

Starbucks opened the first pie market in Seattle, and that name comes from Beluga's first companion (Schultz & Yang 1999). It is distributed in North America, Europe, the Middle East, Latin America, and the Pacific Rim region and has approximately 35 million customers per week (Michelli, 2008). Along with the growth of small coffee shops, the company has matured into international icons and today it is one of the world's leading retailers, bakeries and brand special coffee (Story, 1971).

Starbucks is the fastest growing company in the United States. Because of the rapid growth, Starbucks entered the international business in various forms of entry. The market development strategy adopted by the Starbucks market is expanding and it is very effective in continuing business expansion. Starbucks is expanding its international business through licensing and joint ventures and wholly owned subsidiaries. Starbucks has a very strong human resources so they are successful and respect others. In the future, their goal is to achieve strong financial growth and solid liquidity.

Starbucks' business plan and business strategy were very successful. Companies' strategies and maintenance of the business are only for the company's success, thus competing with competitors, Starbucks has made plans and developed business strategies. At the latest Starbucks analyst conference, the newest businesses announced have been strengthened to increase the efficiency of store and operation, reduce additional costs, and achieve company sustainable growth. According to the chairperson, all retail companies now spend very difficult times, but at this time Starbucks is still going well and I'm satisfied with maintaining this standard.

Starbucks invested 1.5 million dollars in 1995 and founded a new company named Starbucks Coffee International. Starbucks Coffee International is used only for expanding international business in Asia. The strategy is to certify and sell coffee to local retailers and stores and then sell it to customers in this way. Starbucks will only accept royalties for license fee and income. Starbucks strictly guarantees that all stores will use the same Starbucks formula. In this strategy, Starbucks focuses on differentiation. In this way, always prefer attention and prefer attention to niche customers rather than competitors. Starbucks has a very important and unique ability to serve targeted buyers. Starbucks is highly profitable and has extraordinary extraordinary resources and features to help niche buyers. (Porter, M., 1998)