FINAL REQUIREMENTS IN INTERNATIONAL MARKETING

Global Marketing Analysis of STARBUCKS

INTRODUCTION Millions of people all over the world walk into Starbucks every day for their cup of coffee, but it is more than the overpriced coffee that brings people in day after day to the Starbucks stores across the world. Starbucks offers an upbeat environment and friendly and helpful staff to assist customers in any question or problem they might have with the coffee or service. People buy Starbucks for what it represents and the status symbol that comes along with it. Although various business models exist, the principles and structure of Starbucks is a good model to follow, due to its national and global success. The Starbucks is financially succeeding as a corporation even through hard economic times. By looking at the industry and company will determine where Starbucks stands in the world coffee industry. And it will then discuss why Starbucks is a successful international business and the implications of being an international business. The last thing that will be discussed is the strategy recommendations for Starbucks, and how to go about implementing those strategies. And As of November 16, 2012, Starbucks is present in 61 countries and the five countries that I choose are (CANADA, FRANCE, TURKEY, INDIA, and GERMANY)

HISTORY Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 20,891 stores in 62 countries, including 13,279 in the United States, 1,324 in Canada, 989 in Japan, 851 in China, 806 in the United Kingdom, 556 in South Korea, 377 in Mexico, 291 in Taiwan, 206 in the Philippines, 171 in Thailand and 10 in India. Starbucks locations serve hot and cold beverages, whole-bean coffee, micro ground instant coffee, full-leaf teas, pastries, and snacks. Most stores also sell packaged food items, hot and cold sandwiches, and items such as mugs and tumblers. Starbucks Evenings locations also offer a variety of beers, wines, and appetizers after 4pm. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores. From Starbucks' founding in 1971 in Seattle as a local coffee bean roaster and retailer, the company has expanded rapidly. Since 1987, Starbucks has opened on average two new stores every day. The first store outside the United States or Canada opened in the mid-1990s, and overseas stores now constitute almost one third of Starbucks' stores. The company planned to open a net of 900 new stores outside of the United States in 2009, but has announced 300 store closures in the United States since 2008.

STARBUCKS DIVERSITY IN CANADA Aside from extraordinary coffee, Starbucks has made a business out of human connections, community involvement and the celebration of cultures. Were committed to upholding a culture where diversity is valued and respected. So its only natural that as a guiding principle, diversity is integral to everything we do. Our company-wide diversity strategy focuses on four areas: partners, customers, suppliers and communities: Starbucks is dedicated to creating a workplace that values and respects people from diverse backgrounds, and enables its partners to do their best work. We honor the unique combination of talents, experiences and perspectives of each partner, making Starbucks success possible. As such we expect our partners to act with a spirit of kinship, tolerance and humanity toward all customers making our stores welcoming to everyone. DRINKS Layers of decadence waiting to unfold. If the best story is one with layers upon layers of mystery, then our new Hazelnut Macchiato is an epic novel. And yet, words cant do justice to the flavors that unfold from this tantalizing combination of rich espresso, creamy milk and sweet hazelnut. From first sip to the last, youll have to experience it for yourself.

STARBUCKS DIVERSITY IN FRANCE The job of Starbucks is not only to provide exceptional coffee but also to build relationships, get involved in the lives of the community and celebrate cultural differences. We are committed to promoting a culture that values and respects diversity. It is therefore quite natural that culture, as a guiding principle, be part of everything we do. Starbucks Diversity is defined by the following equation: Diversity + Inclusion = Equity + Accessibility Starbucks is committed to creating a world of work those values and respects people of diverse backgrounds and enables employees to work better. We respect the unique combination of talents, experiences and perspectives of each partner, which makes possible the success of Starbucks. We are committed to upholding a culture that values and respects diversity. It is therefore quite natural that culture, as a guiding principle, be part of everything we do. Beverages

This is to give you the best cup of coffee all began in 1971 and this is why we continue today (this, more coffee).

This is why our coffee buyers travel the world to select the best beans. This is why our master roasters monitor each batch for each kernel releases all its fragrance. And that is why our friendly baristas prepare to hand each drink you order. We want you to discover your own perfect drink. If you are as passionate about coffee as we (and this is the case), this is what deserves the coffee bean. "Pictures are not contractual" STARBUCKS DIVERSITY IN TURKEY Addition to providing exceptional coffee in Starbucks aims to contribute to the communities in which. We value diversity and respect the principle of sustaining a culture that sees have acquired. Therefore, in principle, take on a variety of our work. Starbucks to people from various backgrounds have a principle to create a workplace that values and respects. This is in line with the principle to provide our employees strive to make their work in the best way. Starbucks allows guests kiiselletimelerine experiences, as well as the economic and cultural benefit of our communities with different programs that we support. On the other hand, not only for our employees to provide a positive contribution to the local suppliers with the growing business volume. With over 100 local firms working for the different sectors in Turkey, a significant volume of employment and create jobs.

Drinks

For you are trying to prepare the perfect cup of coffee every time. For us, every detail is important, this principle with an excellent shot of espresso for each period spent working diligently until your glass coffee at the farm. Exactly as you want a drink, you know that you need to be specific, it personalizes the drink of your choice and prepare carefully each time. STARBUCKS DIVERSITY IN INDIA Aside from extraordinary coffee, Starbucks has made a business out of human connections, community involvement and the celebration of cultures. Were committed to upholding a culture where diversity is valued and respected. So its only natural that as a guiding principle, diversity is integral to everything we do. Our company-wide diversity strategy focuses on four areas: partners, customers, suppliers and communities. Starbucks is dedicated to creating a workplace that values and respects people from diverse backgrounds, and enables its employees to do their best work. We honour the unique combination of talents, experiences and perspectives of each partner, making Starbucks' success possible.

Drinks

Bringing you a perfect cup of coffee. Its what got us started in 1971, and its what keeps us going today. (That, plus the coffee.) Thats why our coffee buyers travel the world, carefully selecting the finest beans. Thats why our master roasters stand watch over each batch, bringing each bean to its peak of flavour. And thats why our friendly baristas handcraft each beverage to your order. We want you to discover your perfect, personal drink. Hey, when you feel as passionately about coffee as we do (and you do), its what the bean deserves.

STARBUCKS DIVERSITY IN GERMANY Starbucks, it is about coffee. But the foundation for the business model of Starbucks form interpersonal relationships, community involvement and cultural diversity. We advocate a strong commitment to creating a cultural environment, are valued and appreciated in the diversity and equality. It is therefore in the nature of things that we let ourselves in everything we do is guided by this principle of diversity.

Drinks

Starbucks SWOT analysis 2013 STRENGHTS 1. Sound financial records 2. No. 1 brand in coffeehouse segment valued at $4 billion 3. Starbucks experience 4. Largest coffeehouse chain in the world 5. Employee management

WEAKNESSES 1. Coffee beans price is the major influence over firms profits 2. Product pricing 3. Negative publicity OPPORTUNITIES 1. Extend supplier range 2. Expansion to emerging economies 3. Increase product offerings 4. Expansion of retail operations THREATS 1. Rising prices of coffee beans and dairy products 2. Trademark infringements 3. Increased competition from local cafes and specialization of other coffeehouse chains 4. Saturated markets in the developed economies 5. Supply disruptions

We all know that there are differences about the culture of the countries but the Starbucks in more than 61 countries are also having the same in terms of their business strategy focuses on four diverse which is the industries: partners, customers, suppliers and communities.

Partners (our employees) - We seek and recruit partners from the same diversity as the communities where we operate. We focus on the development of our partners by training and involving. Customers - We extend the Starbucks Experience to all customers by identifying their individual preferences and needs and responding. We guarantee a great customer experience by providing a report tailored to their specific culture.

Communities - We support communities both locally and internationally is through strategic partnerships or through economic development opportunities that strengthen links with the communities where we operate.

Suppliers - We are a warm welcoming company, and that trust providers through our program for supplier diversity program, which seeks to expand our supplier base from minorities and women compounds.