Starbucks Global Strategy

Starbucks' global strategy De Wit and Meyer (1998) states that the market tends to homogenize internationalization and make international connections more closely. It depends on global electricity and consumer demand and outlines the need for global strategy. As a result, companies face the challenge of changing existing strategies to acquire and maintain competitive advantage in a rapidly changing environment. A properly designed global strategy helps companies gain competitive advantage from efficiency, strategy, risk, learning and reputation as determined by INSEAD's Sumantra Ghoshal (Appendix 1).

In this section, we will decide Starbucks' marketing strategy in Poland. Since Starbucks is a global brand, Starbucks has developed many marketing strategies. For Poland, the problem is whether Starbucks will implement the same marketing strategy (extension of existing strategy) or proprietary strategy (adaptation strategy). In the previous paragraph we identified factors and factors that we have to consider in order to ensure that we enter the Polish market under the best conditions. Entering the market means we have to face a new culture and then have to face new preferences in terms of product and price.

The first Starbucks store in North America opened in 1996 in Tokyo. Starbucks initially used a license agreement for a global strategy. Because Starbucks hopes to control the business strategy of the Japanese market, we cooperate with local retailer Sazaby, Inc. Establish a joint venture to change the strategy. After that, Starbucks licenses the business to a joint venture. After entering the Japanese market, Starbucks accelerated the pace of international expansion remarkably. In 1998 Starbucks bought the UK Seattle Coffee Company with more than 60 retail stores. In the same year, we also opened stores in Taiwan, Thailand, New Zealand and Malaysia. In 1999 Starbucks opened in China (Beijing), Kuwait, Korea, Lebanon. In 2000, I entered the other seven markets (China - Hong Kong, Shanghai, Dubai, Australia, Qatar, Saudi Arabia, Bahrain). It added three markets in 2001 (Switzerland, Israel and Austria).

In 1999 Starbucks opened in China (Korea), Korea, Lebanon, Kuwait for the first time and opened seven markets next year in Hong Kong, Shanghai, Qatar, Saudi Arabia, Dubai, Australia and Bahrain. For the location of the coffee shop, Starbucks uses real estate management strategies. In order to keep the coffee in the store clean, Starbucks ban smoking and ask employees to recover from the perfume for drainage. Since cooked foods are covered, consumers can only smell coffee on behalf of other foods. Starbucks is a culture-oriented company that introduces new technologies such as commuter cups and T-shirts throughout the United States according to the culture of each city (a peach-shaped coffee cup in Atlanta, pictures of Paul Libya in Boston, freedom, etc.) . Statue of New York City)