Starbucks International Operations

Paper Summary:

This paper examines Starbucks Coffee's move into the international market. The paper first describes the franchise's products and success in the United States. It then goes on to describe the challenges Starbucks faces now that it has taken on a global scope. The company's strategy was to establish Starbucks as the most recognized and respected coffee retailer in the world. The author compares and contrasts Starbuck's success in various international markets, including Japan and Europe.

Outline:
Strategies for International Expansion
Problems for Starbucks on the International Side
Future Outlook for Starbucks Internationally
Table 1 - Starbuck's International Presence
Appendix A
Appendix B International Market Risks

From the Paper:

"Since 1987, Starbucks has transformed itself from a modest nine-store operation in the Pacific Northwest into a powerhouse multinational enterprise with 7,225 store locations, including some 1,600 stores in 30 foreign countries. During Starbucks' early years, when coffee was a 50-cent morning habit at local diners and fast-food establishments, skeptics had ridiculed the notion of $3 coffee as a yuppie fad. The popularity of Starbucks' Italian-style coffees, espresso beverages, teas, and pastries has made Starbucks one of the great retailing stories of recent history and the world's biggest specialty coffee chain. In 2003, Starbucks made the Fortune 500, prompting Schultz to remark, "It would be arrogant to sit here and say that 10 years ago we thought we would be on the Fortune 500. But we dreamed from day one and we dreamed big." "

Sample of Sources Used:

• "Mr. Coffee, The man behind the $4.75 Frappuccino makes the 500 " Fortune, April 14, 2003, p. 139. October 10, 2006.
• "Coffee in a time of conflict: Starbucks' growth risks backlash. April 17, 2003, Http://www.cnn.com. November 3, 2006.
• "Company Fact Sheet- August 2006," Http://www.Starbucks.com. November 15, 2006.
• Starbucks annual report, 2003, p.32. October 10, 2006.
• Asia Pacific Rim Markets--Japan, Philippines, Indonesia, Taiwan, Singapore, Thailand, Malaysia, South/North Korea, China, Vietnam, Cambodia, New Zealand, Australia, Papua New Guinea.

More papers on Starbucks International Operations:

• Marketing Plan # 143009 : "International Marketing Strategy: Starbucks"
• Case Study # 7871 : "Starbucks' Internal Environment"
• Case Study # 109574 : "Starbucks Corporation and Strategies"

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