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Tuesday, September 27, 2005

Starbucks Case Study Analysis

Because Starbucks has only been in the international market for a very short time, they have to be ready to make changes quickly as problems arise. Starbucks management must be willing to act quickly in getting its business back on track whenever they stumble. Quick changes to the ever changing global business environment will be critical to their success. Starbucks' international strategy is to form joint ventures or license other companies to own and operate Starbucks stores. This differs from its domestic approach where the stores are largely company owned. In the international market, Starbucks needs to work closely with their existing partners to help them identify new locations, sift through tax issues and give Starbucks stores a more local community appeal (Tice). Starbucks can work with their local partners in order to create and define the "Starbucks Experience" for their international customers. The "Starbucks Experience" is different for each customer and different in each community through out the world. Starbucks partners are the ideal people to help the company to ensure that the "Starbucks Experience" is a local community experience not just an American experience.

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