Starbucks is undoubtedly an international brand. The history of coffee traces back to Ethiopia, Africa, India, Arabia, and Europe, and has been traded abroad since the 11th century. Understanding the demand and widespread market for coffee, Starbucks has triumphantly capitalized both the domestic market, and the varied international markets as well. Possessing about 6,500 retail sites worldwide, Starbucks’ net is spread across thirty countries and has been found as one of the most recognized brands all over the globe in equality to McDonalds and Toyota. This organization’s ability to build an international brand has been unprecedented- particularly since it represents a specialty beverage chain and the menu is relatively small. Starbucks has more than 1,000 retail locations in the Asia-Pacific area, and over a hundred in Europe, Middle East, and Africa. This paper will outline on a high-level the international business practices of Starbucks Corporation, and identify both learnings and successes the company has picked up along the way to becoming a world-wide, globally recognized brand.
The Market, Demographics, & Socio-economical Impact
Initially, the Starbucks-targeted demographic was young, urban, college-educated adults with above average incomes. However, the targeted demographics have evolved. Starbucks has found that it can locate in diverse neighbourhoods, which might not include the initial targeted demographics. Over the years, the Starbucks experience was adopted by a far wider range of customers than the initial upscale 25-44 female white collar coffee lover. This is in part due to Starbucks' universal appeal, since the soothing atmosphere provides a safe haven for anyone wanting to take a break. Also, the vast range of beverages paired with the high-level of customization gives way to an impressive variety, served fresh on location and available to suit almost anyone's taste. As a... [continues]
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