Starbucks Downsizing and Global Growth Strategy

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How Starbucks Downsizing in the USA Impacts Global Growth Strategy

By: Delilah N. Wesley

Dr. Joseph Thomas
July 24, 2010
Starbucks believes that conducting business ethically and striving to do the right thing are vital to the success of the company. Starbucks closed more than 200 coffee shops in the U.S because they felt that the business in China had not felt the impact of the global economic slowdown and that they might eventually rival with the United States. While they closed unprofitable stores in the U.S., Starbucks has also downsized its plan for the number of international stores from 900 to 700 for fiscal year 2009. Two-thirds of the stores are expected to be licensed, which usually involves less cost to operate than self-owned stores. Starbucks remains highly respectful of the culture and traditions of the countries in which we do business. We recognize that our success is not an entitlement, and they work hard to continue to earn the trust and respect of their customers every day.Some of the decision factors that Starbucks assesses when attempting to market globally with different countries would be; how they choose partners. This factor is very critical to maintaining the success rate that the company enjoys. Shared values, strategic fit, good leadership and a strong track record are among the most important qualities that they look for when choosing partners. The most pressing decision factor for Starbucks in opening a coffee shop in China is that the "Chinese are mainly tea drinkers and are unfamiliar with coffee. China offers an immense market potential for Starbucks, since it constitutes one-fifth of the world population. Starbucks opened its first store on the Chinese mainland in 1999 and now has more than 350 outlets in 26 cities. It has become one of the, if not the, most popular coffee brands among Chinese white-collar workers. Starbucks buys coffee beans from China and roast in the U.S. and...
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