Geographical Relevance of Starbucks Case Study by Kien

Geographical Relevance of Starbucks
An analysis of the geographical relevance of Starbucks Corporation in the context of its expansion strategies.
# 153569 | 1,735 words | 10 sources | APA | 2013 | KE
Published on Jun 16, 2013 in Business (Companies) , Business (International) , Business (Marketing)

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This paper explores the efforts of the Starbucks Corporation to establish and align its retail stores to the diverse needs and preferences of potential consumers spread across various geographical locations. The paper provides a background and history of the firm and looks at its market presence and distribution. The paper evaluates the strategies used in market targeting and the rationale behind the geographical location of its retail stores. The paper shows how the company's enhanced geographical relevance has enabled it to have a heavy market presence, optimizing accessibility to its diverse products, and allowing it to maintain and sustain its competitive advantage. The paper includes two color diagrams.

Data and Information Analysis

From the Paper:

"Expansion is one of the core business strategies that Starbucks employ in its bid to achieve a wider geographical presence. The company has set up numerous stores across the globe targeting numerous consumers of coffee products. These stores are run by the company and bear the company brand making them easy for the customer to recognize (Michelli, 2007).
"In its efforts to maintain a heavy market presence and to expand its market share, Starbucks targets both the existing and the new unexploited markets. This is facilitated by aggressive expansion strategies through which markets that provide business opportunities for the company are targeted. This enhances the ability of the firm to reach its local and international audience by setting up stores where they can be easily accessed. This implicates positively on the profits performance of the company due to the increased market share (Schmetterer, 2003).
"The commitment of Starbucks to its expansion business strategy was well evidenced in year 2001 when the firm opened a total of 647 new coffee shops internationally. By the end of the same year, Starbucks had opened a total of 2,971 retail stores which were operated by the company and spread across various states in the United States, Canadian provinces and the District of Columbia."

Sample of Sources Used:

  • Ander, W. N., & Stern, N. Z. (2004). Winning at retail: developing a sustained model for retail success. New Jersey: John Wiley and Sons.
  • Cronin, ,. A., & Hetherington, K. (2008). Consuming the entrepreneurial city: image, memory, spectacle. London: Routledge.
  • Heydt, A. V. (2011, March 13). Starbucks with new Distribution Model . Business Week .
  • IGHRM. (2001). International Guild of Hospitality & Restaurant Managers. Retrieved April 16, 2011, from
  • Michelli, J. A. (2007). The Starbucks experience: 5 principles for turning ordinary into extraordinary. Cambridge: McGraw-Hill Professional.

Cite this Case Study:

APA Format

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MLA Format

"Geographical Relevance of Starbucks" 16 June 2013. Web. 22 February. 2024. <>