Identifying Globalisation: Starbucks Brand Case Study Research Project

This project is a case study on Starbucks, focusing on the emergence of globalisation and its impact on the brand. The research aims to identify globalisation's benefits and challenges for Starbucks, including analyzing its concept, evaluating its benefits, and examining the challenges it fa...Read More

Business
Research

TITLE: “To identify emergence of globalisation. A Case Study on Starbucks brand.”
CHAPTER 1: Introduction
Overview of research
Globalisation is define as a procedure in which interaction and integration between
individuals, organisation as well as government are done at worldwide level (Brown, 2017). This
is beneficial for both society and companies because through it company can expand their
business at worldwide basis. Whereas by globalisation society or people get number of options
related to products as well as services.
Background of research
Starbucks is a American public company that operating at coffee shop industry. It is
established by Jerry Baldwin, Zev Siegl and Gordon Bowker in the year 1971. Its headquarter is
situated at South Seattle, Washington, United State and they are offering their products as well as
services at worldwide level (Colás, 2016). Products offer by respective company are coffee
beverages, smoothies, sandwiches, tea, bakery goods and so on. This research is based on
identifying emergence of globalisation so that respective firm can expand its business globally
effectively.
Significance of study
The significance of conducting this research is to identify benefits and impact of
globalisation at international companies like Starbucks. Through this respective company able to
know its effectiveness emerging globalisation which help them in developing decision in
effectively and accordingly.
Research Aim
“To identify emergence of globalisation. A Case Study on Starbucks brand.”
Research Objectives
 To analyse globalisation concept.
 To evaluate globalisation benefits to drive success of business in Starbucks.
 To analyse challenges for Starbucks while globalising its business.
Research Questions
 What is the concept of globalisation?
 What are the benefits that drive success of business in Star bucks?

 What are the major challenges of globalisation for Star bucks?
CHAPTER 2: Literature Review
 To analyse globalisation concept.
As per the viewpoint of John Williamson, 2019, globalisation is define as method which plays
main role in growing world trade by providing more effective business options. Through this
company able to expand its business at worldwide basis (Globalization: The Concept, Causes,
and Consequences, 2019). This will also permit for enhance level of global outcome.
 To evaluate globalisation benefits to drive success of business in Starbucks.
As per the perspective of Velocityglobal, 2019, there are various benefits gain by companies by
adopting globalisation at their workplace. Some of the major benefits which can gain by
respective company are it will help in improving standard of company, enhance creativity and
innovation, help in easily access to foreign culture and so on (Globalization Benefits and
Challenges, 2019).
 To analyse challenges for Starbucks while globalising its business.
According to Velocityglobal, 2019, a company faced number of challenges that will affect their
business and create hurdle while implementing globalisation. Several limitations which
respective company faced are increase in competition, culture difference, job mobility and many
others (Globalization Benefits and Challenges, 2019).
RESEARCH TIMEWORK
Work Breakdown Structure
This is define as a procedure in which researcher will breakdown whole activity into
small portions so that work will conduct effectively (Davidson and et. al., 2012). This will also
help them in developing strategies according to the step or stage.

Gantt Chart
It refers to bar chart presentation of schedule of conducting research or project. Through
this researcher able to get guideline in how many days they have to complete particular work or
task (Mackinlay, 2013).

CHAPTER 3: Research Methodology
Types of research
Qualitative research
It is a primarily exploratory research or project which is used by researcher in order to
understand underlying reasons, thought and perceptive (Muncie, 2012). This is a scientific
method related to observation used by researcher in order to gather non numerical data or
information related to project.
Quantitative research
This method is used by project manager in order to gather data that are based on
measuring statistical, numerical and mathematical. These data or informations are collected
through pools, questionnaire, survey and many others.

In respect of respective research, project manager is adopting quantitative method for
gathering data and informations related to topic.
Primary research
These data are collected through original or first hand research. This will help project
manager in collecting more in depth information and data related to research topic. For this
researcher may adopt different methods such as survey, questionnaire, focus group, interview
and so on (North, 2018).
Secondary research
These information or data are second handed because these are collected by some other
persons. For this researcher may adopt different online or offline sources of books, journals and
articles.
In respect of respective research, project manager will adopt both the method primary and
secondary. For primary method of collecting data they develop questionnaire and for secondary
they adopt online books and journals.
Research Philosophy
A researcher can adopt research philosophy so that they can gather more accurate data
and information related to topic i.e. positivism as well as interpretivism. In respect of respective
research, project manager will adopt interpretivism because through it they can gather more valid
informations.
Research Approach
There are various research approaches are available which can be adopted by researcher
in order to gather more appropriate information such as inductive and deductive research. In
respect of respective research, investigator will implement inductive research approach because
it is provide more valid conclusion based on topic.
Research Strategy
There are various strategies which can be adopted by researcher in order to gather
appropriate data and information in more effective manner such as interview, observation,
questionnaire, survey and many more (North, 2018). In respect of this research, project manager
will adopt questionnaire as their research strategies for collecting data.
Sampling

It is define as method in which research select particular sample of audiences from whom
they will collect data or information. In respect of respective research, researcher will adopt
random sample sampling because through it they able to provide equal opportunities to every
individual. Along with this as a sample size they select 30 audiences from which they take
responses of questionnaire.
Questionnaire
Questionnaire
Name of Participants:
Age:
Contact Number:
Gender:
Q1. Do you know about globalisation?
 Yes
 No
Q2. What are the benefits gain by Starbucks while adopting globalization?
 Increase in customers base
 Improving standard of company
 Enhance creativity and innovation
 All of the above
Q3. What are the challenges Starbucks face during implementing globalisation at
workplace?
 Increase Competition
 Job Mobility
 Culture Difference
 All of the above
Q4. What are the method Starbucks can adopt for expanding their business at emerging
globalisation?
 Joint Venture
 Partnership
 Franchising
Q5. Any recommendation for further improvement..................................................................

…......................................................................................................................................................
CHAPTER 4: Data Finding, Analysis and Discussion
Theme 1: About globalisation.
Q1. Do you know about globalisation? Frequency
 Yes 20
 No 10
Interpretation- Through above data it can be determine that in society there are various people
know about the globalisation but there are also some people who didn't know about it.
Researcher of respective research collect data from 30 respondents from which according to 20
they know about globalisation but left over 10 respondents didn't know concept of globalisation.
So it is essential for Starbucks to conduct practices in order to enhance awareness about the
globalisation at potential marketplace.
Theme 2: Benefits gain by Starbucks while adopting globalization.
Q2. What are the benefits gain by Starbucks
while adopting globalization?
Frequency
 Increase in customers base 5
 Improving standard of company 3
 Enhance creativity and innovation 10
20
10
Yes
No

 All of the above 12
Interpretation- Through data it can be analyse that when a company adopt globalisation they
gain various benefits which help them in expanding business and running it effectively.
According to data gather from 30 respondents different peoples have diverse perspective such as
according to 5 their will be increase in customers base when Starbucks adopt globalisation and 3
says that it will leads to improve in standard of company. Along with this, in respect of 10
respondents it will also help respective company in enhancing creativity as well as innovation
and in respect of 12 globalisation provide all these benefits to respective company.
Theme 3: Challenges Starbucks face during implementing globalisation at workplace.
Q3. What are the challenges Starbucks face
during implementing globalisation at
workplace?
Frequency
 Increase Competition 5
 Job Mobility 7
 Culture Difference 8
 All of the above 10
5
3
10
12
Increase in customers base
Improving standard of
company
Enhance creativity and
innovation
All of the above

Interpretation- While adopting globalisation a company faced several challenges which affect
strategies of firm during implementing globalisation at workplace. In respect of data collected by
this report researcher from 30 respondents, different peoples things differently. Such as
according to 5 respondents it will increase competition, 7 think it leads to job mobility and in
respect of 8 culture difference is major issue while adopting globalisation. Moreover in respect
of left over 10 respondents when a company adopt globalisation they go through all these
challenges and it is necessary for their management to solve these issues.
Theme 4: Method Starbucks can adopt for expanding their business.
Q4. What are the method Starbucks can
adopt for expanding their business at
emerging globalisation?
Frequency
 Joint Venture 5
 Partnership 10
 Franchising 15
5
7
8
10
Increase Competition
Job Mobility
Culture Difference
All of the above

Interpretation- According to data collected by respective research project manager, there are
various method Starbucks can adopt in order to expand business operations and functions at
diverse nation market. In respect of 5 respondents through joint venture respective company can
enhance business. Along with this, in respect of left over audiences according to 10 partnership
is more appropriate for Starbucks for expanding business and in respect of 15 franchising is more
effective for them in order to adopt globalisation successfully.
Findings
Through above data it can be analyse that for adopting globalisation effectively a
company needs to identify appropriate stakeholders which help them in addressing their
activities effectively. Stakeholders are those persons who have positive and negative in the
business operation as well as they also invest their money in activities or project that company is
conducting. So it is necessary for company's management to conduct proper communication with
them while leads to effective understanding of objective and targets.
CHAPTER 5: Conclusion, Recommendations and Anticipated Limitations
Reflection
While conducting this research I able to know number of things related to globalisation.
It is very essential practice for both individual as well as company because through it they able to
gain number of benefits such as expand business, get more effective job opportunities and many
others. Along with this while I also enhance by various skills such as communication,
understanding , problem solving skills and many others. But while conducting this I go through
5
10
15 Joint Venture
Partnership
Franchising

various challenges such as conflict due to different culture and thought, inappropriate responses
of audiences and many more.
Alternative method
During gathering data and information related to the research topic i.e. “To identify
emergence of globalisation”. I go through number of issues like inappropriate responses of
audience, less time and budget, under experienced team members and so on. Due to this I decide
to adopt interview method as an alternative, if I get another chance to conduct this type of
research. This is so because by it I can predict or understand others or interviewee perspectives
or viewpoint. It will also help me in gathering more authenticate as well as effective information
or data related to the research topic.
Recommendation
By evaluating all the above information it can recommended that respective company
need to analyse culture of nation where they want to expand their business because it will help
them in understanding demand and requirement of market. Along with this, they must also
provide training and development sessions to staffs so that they can enhance their creativity and
innovation. By this they able to develop more attractive as well as impressive products and
services according to society requirement and need. On the other hand it can be recommended to
researcher that they can adopt other method like interview or secondary method for collecting
data and information. It is so because it will help them in gathering more authenticate and
effective data related to research theme.
Limitation
While conducting this research, project manager faced numbers of challenges such as
there is less availability of appropriate resources and skilled team members which directly
impact on investigation outcome. Along with this other limitation which researcher go through
are less time duration, not appropriate budget, responses of audiences are not accurate and many
others.
Conclusion
By analysing all the above topics it can conclude that globalisation play an essentials role
for companies because through it they able to gain various benefits such as increase business in
diverse nations or location, develop job opportunities, enhance profitability and market shares

and many more. But while this they also faced several limitations or challenges for example
increase in competition, culture difference, job mobility and many other. So it is necessary for
every company to conduct proper analysis before expanding business in diverse country because
it will help them in develop proper strategies that help in avoiding challenges.

causes-and-consequences>.