Case Study Analysis Of Globalization Of Starbucks Essay

Case Study Analysis Of Globalization Of Starbucks Essay

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Homework Two: Case Analysis of the Globalization of Starbucks
Introduction
The smell that wakes most people up combined with friendly service is guaranteed to be a game changer. Around most corners in big cities worldwide, there is a Starbucks waiting to welcome in a customer. It has become one of the brands most cherished not only in America but across the globe. Why is that? Globalization, not happy with simply spreading across the United States Starbucks decided to branch out into the unknown. Let’s take a look at how this all happened and what is occurring right now with popular brand.

Where did the original idea for the Starbucks format come from?
Starbucks was homegrown in the good old United States of America located in the Seattle. After the director of retail operations and marketing, Howard Schultz visited Italy, Starbucks would never be the same. It seems that even while being on vacation, Howard was not on vacation as he visited coffee shops all around Italy. He was especially entailed by the “popularity of espresso bars in Milan,” (Starbucks Company Timeline, 2016). He was so delighted by his find that he wanted to test it back state side. In 1984, Howard was able to get backing by the founders to test his theory with the duplication of what he saw in Italy. This was a success and opportunities were endless.

What lesson for international business can be drawn from this?
Different things can be taken away from this experience as a history presents itself one can find that many other businesses have become popular through similar means such as fast food chains, stores, shoes, brands and the like. The first take away point is that first vacations are good not only for an employee to rest and relax, but it also g...


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...luence a change in the wat coffee was produced,” (Wright, 2016). While fair trade is expensive and the consumers often pick up the cost, it is a benefit for Starbucks to continue. Not only does Starbucks get the loyalty of the farmers, community, and its employees, but it’s also allows Starbucks to continue on being environmentally responsible. The farmers in this instance also have the ability to have a higher quality of life and thereof being in more revenue to their communities which in turn also makes life better all around. This not only protects the environment but is also good for their image as well.

Conclusion
Starbucks, home to coffee lovers and caffeine chasers, is a globalized company. One that making way both ethically and environmentally into the future. With as rich a history as some of its offered coffee, Starbucks is a name that will remain.

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