Starbucks in Egypt

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The Arab academy for science and technology

International business
12th week project

Done to: Dr. Taha Kassem

Table of contents

STARBUCKS history------------------------------------------------------------2 STARBUCKS culture------------------------------------------------------------3 Economic and political IDEOLOGIEIS---------------------------------------4 Modes of entry--------------------------------------------------------------------5 STARBUCKS strategy-----------------------------------------------------------6 STARBUCKS strategy----------------------------------------------------------7 References-------------------------------------------------------------------------8

About Starbucks

| 1970’s
The first Starbucks opens. 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 | 1980’s
Howard Schultz joins Starbucks in 1982. While on a business trip in Italy, he visits Milan’s famous espresso bars. Impressed with their popularity and culture, he sees their potential in Seattle. He’s right – after trying lattes and mochas, Seattle quickly becomes coffee-crazy|

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| 1990’s
Starbucks expands beyond Seattle, first to the rest of the United States, then the entire world. After becoming one of the first companies to offer stock options to its part-time employees, Starbucks becomes a publicly traded company under the trading symbol "SBUX". The first Starbucks in the Middle East opens in 1999, in Souk Shark, Kuwait | 2000’sThe Starbucks phenomenon continues. As of this writing, Starbucks has more than 16,000 stores in 8 countries including Egypt. In addition to our excellent coffees and espresso drinks, people now enjoy Tazo® tea and Frappuccino® blended beverages|

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Starbucks Coffee Company is the leading retailer, roaster and brand of specialty coffee in the world, with more than 16,000 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rim - wherever there is a demand for great coffee. We are committed to offering our customers the world’s best coffee and the finest coffee experience – while also conducting our business in ways that produce social, environmental and economic benefits for the communities in which we do business. We believe it’s possible to do well and do good at the same time.

A Brief History of Starbucks

Starbucks has always been a place where you can find the world’s best coffees. But in 1971, you would have had to travel all the way to our only store in Seattle’s historic pike place market.

Who we are?!

Starbucks is established as the premier purveyor of the finest coffee in the world while maintaining uncompromising principles as we grow. Starbucks provide a great work environment and treat each other with respect and dignity. Embrace diversity as an essential component in the way they do business. Apply the highest standards of excellence to the purchasing, roasting, and fresh delivery of our coffee. Develop enthusiastically satisfied customers all of the time. Contribute positively to their communities and environments

Starbucks Culture

“We remain 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 we must continue to earn the trust and respect of customers every day.” Howard Schultz

Starbucks' demonstrates the need for product tailoring and sensitivity to different cultures and norms. Pricing, store design, product offerings, and even containers used to hold products are influenced by culture and norms. For instance in the Middle East countries they don’t have sandwiches with bacon or pork where in Europe these sandwiches are very popular.

Coffee plays an important role in the life of Egyptians and Starbucks an honored to...
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