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Case Study The Globalization Of Starbucks

797 words - 4 pages

According to the text, Starbucks is the one of the fastest growing companies in the US and in the world had built it is position on the market by connect with its customers, and create third place beside home and work, where people could relax and enjoy others or themselves. It was the motto of Starbucks owner Howard Schultz and mostly thanks to his Philosophy, company has become the biggest coffee drink retailer in the world. Although Starbucks has successfully entered, penetrated, and saturated many global markets, not all attempts have been successful. However, within the new customer satisfaction report, there is shown some concerns, that company has lost the connection with ...view middle of the document...

Globalization has primarily become a fiscal term but its impact is not limited to the economy of the countries only, the term globalization actually refers to every aspect of life like cultural, social, psychological and of course, political. Recommendations are based on a general philosophy of improving the strategic development of the organization.
Globalization has impacted almost every organization currently in operation. Even when organizations choose to limit their activities and operations to a specific geographical region, globalization becomes part of operations as new technologies bring international attention and customers to the company. The choice of places to expand the coffee shop is very important because strategic locations needs and the focus of the crowd. The use of technology for Starbuck coffee shop is also very important to provide high image into the coffee shop and a coffee shop in a store that is in great demand by the public. In the end, few organizations are able to escape the impact of globalization.
The original idea came out when the company’s director of marketing, Howard Schultz came back from a trip to Italy enchanted with the Italian coffee house experience. Howard Schultz is intriguing to see coffee shop and thought that he would make his innovation to the coffee shop to use their ideas and thoughts of his own. A lesson can be drawn that we should always pay attention to what is happening around us. If we take others’ essences and discard the...

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