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The paper discusses the impact of global economic interdependence, trade practices and agreements, physical infrastructure and demographics on Starbucks. The paper then addresses the influence of cultural differences on Starbucks' overseas success, the company's corporate social responsibility, the influence of political systems and the Foreign Corrupt Practices Act, and the role of technology in Starbucks' operations. The paper also notes that Starbucks' international success is largely due to its marketing efforts that focus on place and product.
From the Paper:"Technology has impacted Starbucks' operations, particularly on the product side. The company has utilized technology such as automatic espresso machines to improve the pace of product delivery, allowing the company to reduce staff costs. It purchased the high-end Clover system (Starbucks, 2008) and has recently introduced an instant coffee system (Berfield, 2009), both in an attempt to diversify its coffee offerings.
"Beyond product, Starbucks relied on sophisticated inventory management and sales forecasting systems. These systems are especially crucial for international operations, which may have lead times of weeks for products originating in the United States. The company also relies on information systems to analyze sales data that can help with scheduling and bottleneck management at peak times.
"Starbucks has very quickly built one of the world's most recognizable brands. Its marketing efforts have revolved around two key elements of the marketing mix - place and product. The company is continually adopting new products in order to broaden its appeal and in some Asian countries has de-emphasized coffee altogether. Place has also been critical - moving into ethical markets where Starbuck's business model can be adapted to meet the needs of a strong target market. It is to this formula that Starbucks owes much of its international successes to date."
Sample of Sources Used:
- Starbucks website, various pages. (2009). Retrieved November 13, 2009 from http://investor.starbucks.com/phoenix.zhtml?c=99518&p=irol-financialHighlights
- No author. (2009). Starbucks' green tea success with Japanese consumers leads to worldwide popularity. JETRO. Retrieved November 13, 2009 from http://www.jetro.org/content/353
- Lu, H. (2009). Starbucks pushes China sales with local brew. China Daily. Retrieved November 13, 2009 from http://www.chinadaily.com.cn/bizchina/2009-02/05/content_7447136.htm
- Berfield, S. (2009). Behind Starbucks' instant coffee rollout. Business Week. Retrieved November 13, 2009 from http://www.businessweek.com/bwdaily/dnflash/content/sep2009/db20090929_148572.htm
- Starbucks. (2008). Starbucks Coffee Company to acquire coffee equipment company and its revolutionary Clover brewing system. Starbucks. Retrieved November 13, 2009 from http://www.starbucks.com/aboutus/pressdesc.asp?id=848
Cite this Term Paper:
A Look at Starbucks (2012, June 19) Retrieved May 19, 2013, from http://www.academon.com/term-paper/a-look-at-starbucks-151520/
"A Look at Starbucks" 19 June 2012. Web. 19 May. 2013. <http://www.academon.com/term-paper/a-look-at-starbucks-151520/>