By 1995 Starbucks had great success with 700 stores in the U.S. and they wanted the same success around the world. Their idea was to use the same strategy they used in the U.S. and use it in Japan. With the world going towards globalization coupled with the success in Japan triggered Starbucks to go aggressive in the global market. Starbucks had to gain global market shares, if they wanted to be world leaders in the coffee market. By gaining global market shares, not only would it add value to Starbucks as a whole but also add value to the shareholders. By going international, a firm is moving towards globalization which in turn will increase market share if done correctly.
Sazaby Inc. is a well-respected Japanese firm that has expertise in the Japanese market while Starbucks is a well-respected and successful firm in the U.S. market. There are many cultural and consumer differences between Japan and the U.S. By Joint venture, Sazaby Inc. and Starbuck are both interdepending and on each other. Networking globally can, not help a firm in gaining