Starbucks Entering Bangladesh

Topics: Coffee, Starbucks, Espresso Pages: 21 (7032 words) Published: March 21, 2011
Starbucks Coffee is an international coffee and coffeehouse chain based in Seattle Washington. It started its business in 1971 in Seattle’s Pike Place Market. They began with selling roaster and retailer of whole bean and ground coffee tea and spices within a single store. Starbucks is named after the first mate in Herman Melville’s Moby Dick. The logo is also inspired by the sea – featuring a twin-tailed siren from Greek mythology. Starbucks’ mission is to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.

Its operations include upwards of 12,000 coffee shops and kiosks in the United States and Canada. It has a wide and effective distribution channel throughout the country to always provide the highest quality coffee. In addition to a variety of coffees and coffee drinks, Starbucks shops also feature pastries and other food items; and espresso machines, coffee brewers, and other assorted items. The company also sells many of these products via mail order and online at It also wholesales its coffee to restaurants, businesses, education and healthcare institutions, hotels, and airlines.

Starbucks always believed in serving the best coffee possible. It is their goal for all of the coffee to be grown under the highest standards of quality, using ethical trading and responsible growing practices. The coffee buyers personally travel to coffee farms in Latin America, Africa and Asia to select the highest quality arabica beans. Once these quality beans arrive at their roasting plants, Starbucks experts bring out the balance and rich flavor of the beans through the signature Starbucks Roast.

Starbucks’ trademark is very strong that customers are willing to purchase Starbucks’ coffee in a daily basis. As it is visible in the home country where there is always a long queue in front of Starbucks coffee shop every morning. In the home country, the price of Starbucks can be considered relatively affordable but when it enters a foreign market, there might be a probability that the price would slightly go up or stay the same but the host country where it operates might not have the same income level of the home country. Despite of this fact, global customers are still demanding for this prominent coffee made by Starbucks. Moreover, countries where Starbucks did not yet enter like Bangladesh, are, in fact, demanding Starbucks coffee.

Understanding this fact, Starbucks is actually known in those countries where it does not operate. It occurs due to the well-built reputation from its core product. Starbucks should take advantage of this fact and try to catch the demand and obtain a market share in these countries. Therefore, this report will give some brief information concerning the opportunities of Starbucks coming to one of these countries, Bangladesh. It is visible that there is an emerging trend in Bangladesh to drink coffee. People love to hang out with their friends or colleagues with a cup of coffee. Some coffee shops can be found in some areas in Dhaka City but there is actually a demand for Starbucks Coffee. Many foreigners are also staying in Dhaka City who are craving for a Starbucks coffee. Hence, it will be a big opportunity for Starbucks to penetrate this foreign market and increase their existence in this continent. 2.0 COMPANY PROFILE

2.1 History
The history of Starbucks started in Seattle in 1971. Three friends, Jerry Baldwin, Zev Siegl, and Gordon Bowker, who all had a passion for fresh coffee, opened a small shop and began selling fresh-roasted, gourmet coffee beans and brewing and roasting accessories. The name comes from Herman Melville’s Moby Dick, a classic American novel about the 19th century whaling industry. The seafaring name seems appropriate for a store that imports the world’s finest coffees to the cold, thirsty people of Seattle.

Howard Schultz joins Starbucks in 1982. While on a business trip in Italy, he visits...
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