Starbucks Study
Starbucks - international business concept and Starbucks in Germany
von: Peter Strehle
Table of Contents
1 Introduction 1
2 Starbucks’ International strategies 3
2.1 Competitive Forces 3
2.2 Entry Strategies 7
2.3 Success factors 11
2.4 Problems of globalisation 12
3 Starbucks in Germany 14
3.1 German Coffee Market 14
3.1.1 Coffee Shop trend 14
3.1.2 Coffee - unquestioned front runner in the beverage consumption of the Germans 14
3.2 Starbucks’ Joint Venture with KarstadtQuelle AG 15
4 Conclusion 18
5 Appendix II
6 Table of References IX
1 Introduction
Starbucks Corporation was founded in 1985 by Howard Schultz. The origins of Starbucks reach back to 1971, when the Starbucks Coffee Company was founded by three students in Seattle. These students, Gerald Baldwin, Gordon Bowker and Zev Siegl love coffee and tea. And this was the only reason why the set up the Starbucks Coffee Company. They just want to bring the best coffee in the world to Seattle. This time Starbucks only sold the coffee beans and the according coffee machines and mills. In the first ten years four more stores were set up. Howard Schultz, who was working in a Swedish house ware company this time, recognized the development and increasing demand of coffee mills of Starbucks. Infected by his interest in this company he started his research in Starbucks. He often went to Seattle and always met the founders of Starbucks, trying to convince them to employ him. Howard Schultz, who had no idea about coffee, but a lot of knowledge about selling, stayed very obstinate and so finally in middle of 1982 he became a manager at Starbucks. Since he joined the company he started to learn as much about coffee as he could. Inspired from the Italian coffee culture, which he got know during a visit in Milan, he wanted to introduce a coffee bar culture in the United States. After disagreements with his partners he decided to set up his own business. So, in
von: Peter Strehle
Table of Contents
1 Introduction 1
2 Starbucks’ International strategies 3
2.1 Competitive Forces 3
2.2 Entry Strategies 7
2.3 Success factors 11
2.4 Problems of globalisation 12
3 Starbucks in Germany 14
3.1 German Coffee Market 14
3.1.1 Coffee Shop trend 14
3.1.2 Coffee - unquestioned front runner in the beverage consumption of the Germans 14
3.2 Starbucks’ Joint Venture with KarstadtQuelle AG 15
4 Conclusion 18
5 Appendix II
6 Table of References IX
1 Introduction
Starbucks Corporation was founded in 1985 by Howard Schultz. The origins of Starbucks reach back to 1971, when the Starbucks Coffee Company was founded by three students in Seattle. These students, Gerald Baldwin, Gordon Bowker and Zev Siegl love coffee and tea. And this was the only reason why the set up the Starbucks Coffee Company. They just want to bring the best coffee in the world to Seattle. This time Starbucks only sold the coffee beans and the according coffee machines and mills. In the first ten years four more stores were set up. Howard Schultz, who was working in a Swedish house ware company this time, recognized the development and increasing demand of coffee mills of Starbucks. Infected by his interest in this company he started his research in Starbucks. He often went to Seattle and always met the founders of Starbucks, trying to convince them to employ him. Howard Schultz, who had no idea about coffee, but a lot of knowledge about selling, stayed very obstinate and so finally in middle of 1982 he became a manager at Starbucks. Since he joined the company he started to learn as much about coffee as he could. Inspired from the Italian coffee culture, which he got know during a visit in Milan, he wanted to introduce a coffee bar culture in the United States. After disagreements with his partners he decided to set up his own business. So, in