.1. Introduction1.1 Distinctive Growth Tale of Starbucks 1.2 Strategic Deportment1.3 Starbuck as a Global Corporation 1.4 Impact on the international economy| 2. International Marketing Strategies of Starbucks Corporation2.1 Marketing Mix 2.2 SWOT Analysis 2.2.1 Internal Environment 2.2.2 External Environment2.3 International Marketing Strategies 2.4 Implication of marketing strategies On Starbucks Global success| 3. Role as a CEO of Starbucks 3.1 Problem identification 3.2 Solution to the problem| 4. Conclusion|
1.1 Distinctive Growth Tale of Starbucks
Starbucks the known name in the world of coffee business had started off with little company which now has transformed in a successful corporation. This brand has gained remarkable success over period of time and has proved itself as a reputable coffee provider in term of taste and quality. The major contribution in this success was their aggressive expansions strategies. These strategies have enabled them to develop a dense chain of stores not only in America but all over the world. Their strategic approach towards the business has enabled them to gain value of $12 billion in 2008 from $2.9 billion in 1998 (Higbee, Liaw, Ting, Tjho, ton, 2008). Starbucks unique selling proposition was their brand image. They have always placed itself as an exclusive brand and have enabled their customers to experience a rich taste in comfortable environment. They have emerged as a leading global company with the perspective of making difference in people’s life by delivering quality based product all around the globe. Presently the company is working at their best in Bahrain, Canada, Hong Kong, Israel, Japan, Kuwait, Egypt, Switzerland, Taiwan, Thailand, United Kingdom, United States, South Korea, Singapore, China, Philippines, Australia, Oman, Malaysia, Qatar and Saudi Arabia (Taghred, Ehab Aziz, Bassem Naguib, 2008) This growth tale of Starbucks is full of the experiences which has enabled the company to grow and inculcate all the required changes which were demanded by the customers or were the need of the time. Their consistency and strategic approach towards the business has enabled them to gain this kind of the substantial success and build their brand as a leading name. 1.2 Strategic Deportment
* Mission Statement
“To inspire and nurture the human spirit— one person, one cup, and one neighborhood at a time” At very beginning of the journey the management has cleared the reason for the existence of the business and then they got stick to it. The mission statement strongly reflects their aim of becoming upscale purveyors in coffee retailer business. Along with the defined path they have formulated the basic principles for running their business. These golden principles of the Starbucks are stated as (Starbucks, 2011). 1. Diversification
2. friendly working environment
3. superior customer satisfaction
4. strong check and balance over supply network
5. fresh coffee deliverance on a daily basis
6. being socially responsible corporate
All these principles formulated by the company further strengthen their courage to work with diligence and passion. These are the driving force for the employees who keep them on the right route towards progress and development. * Objectives
The objectives of the companies have always reflected the thoughtful approach of the company. As they have been always very promising and dedicated coffee sellers and have proved so far with the progress they have shown. They believed in delivering the product which is refreshing and fills the customer heart with the satisfaction. The company views its employees not as a working force bust in fact the partners. Along with this dignified approach their stores have been always the mark of enjoyment and relaxation.
1.3 Starbuck as a Global Corporation
After gaining the...