Starbucks Globalization Strategies
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Added on 2020-11-12
Starbucks Globalization Strategies
Added on 2020-11-12
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Starbucks in South Africa
Table of ContentsINTRODUCTION...........................................................................................................................3TASK .............................................................................................................................................31.Drivers of globalisation and expansion strategies adopted by Starbucks. ..........................32.Analysation of growth maintained by Starbucks in South Africa.......................................53. opportunities and challenges with reference to international expansion of Starbucks ......6CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
INTRODUCTIONInternational business refers to trading of goods and services at a global level, it providesa opportunity for organisations to increase the market share by marketing and selling products orservices in different countries. Starbucks corporation is an American coffee company thatoperates its operation world wide. Now, the company is planning to expand its business globally.Starbucks is expanding its business for increasing the customer traffic and enchaining thenumber of stores in the region. Present study is based on Starbucks American coffee housechain that operates it stores worldwide. Study will be explain drivers of expansion mission ofStarbucks to enter into South Africa and its global expansion strategies. Furthermore, it willdescribe the opportunities and challenges for Starbucks in long run.TASK1.Drivers of globalisation and expansion strategies adopted by Starbucks. Globalisation assist in interacting and integrating people, companies and government. Ithelps in achieving growth of international culture, ideas, trade with the increased globalinteractions. It is an economic process of interaction that is connected with various cultural andsocial prospect(Visconti and et. al., 2015). Globalisation provides an opportunity of advancementto the business like technological advancement, learning new culture, improve the brandreputation and also diversifying the market and benefits in businesses to increase its competitiveposition in the domestic market as well as in international market. Some of the driver ofglobalisation are described as below:Technological driver: Technology has become an important source for the modern globalisation.Innovation in the latest transportation technology has changed the whole industry. Wit the helpof new microprocessor and telecommunication devices the communication is becoming veryeffective at a low cost(Pacioni and et. al., 2018). These technological changes is helpingStarbucks in expanding business into global market. Market driver: Domestic market is becoming more saturated. there are limited opportunitiesavailable for Starbucks in domestic market. So that the business is expanding its operation inSouth Africa for overcoming this situation. The needs of potential customers and opportunity ofusing marketing channel of globe to some level works as an incentives to select globalisation.Strategies adopted by Starbucks in relation to its expansion in South Africa that are described asbelow:
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