On 26 January 2004, a true "culture shock" had occurred in avenue de l'Opera in Paris. The American Starbucks Coffee has grappled with the French market with the opening of a shop and a coffee bar, causing controversy in a country with an ancient culture of "little black coffee" at cafes or bistros. But nevertheless, Starbucks Corporation was able to impose, as in each of its locations, with a flawless strategy which we think is important to study. More than just a mark found on the cardboard cups or bags of coffee bean, more than just a sign found in every street corner in major cities worldwide, Starbucks Coffee is a concept, the concept of coffee bar in America. How has Starbucks Corporation been successful in this fabulous bet to be a full-fledged coffee shop, the leader of specialty coffee? That is what we will try to analyze by studying its strategy of local and particularly international implantation, with the desire to understand how fledgling in the United States, without a coffee culture, Starbucks can prevail in the country with an ancestral culture of coffee or tea.
Tags: Starbucks strategy, Starbucks success story, Starbucks marketing success, Starbucks marketing analysis
[...] Its rapid success and skyrocketing turnover earned it banner the nickname of "Mc Coffee." Since then, Starbucks Coffee International has been widely established in its territory of origin and in 1996, the group opened its first store outside the American continent, in Japan. The expansion of Starbucks in the world has steadily increased, from Asia to Europe (since 1998, starting with the United Kingdom), via Latin America and the Middle East. Thus, the creator of the coffee bar has managed to impose its green and white logo on every street corner, on mugs, thermos, coffee grinders, ice creams and cold drinks sold in supermarkets. [...]
[...] Strategy of Starbucks The Starbucks strategy is international, it applies double centralization. This strategy is virtually the same locally, in USA and abroad. There are some discrepancies that we will see in this section. The overall strategy is diversification in terms of product and expansion in terms of locations. The mark is often described as "Mc Do of coffee" but with a view focused on the authenticity and varieties of products. Add to this that Starbucks has several objectives with regard to the image it wants to show Strategic objectives First, Starbucks is committed to providing the highest quality coffee and work at providing social and economic guarantees to different countries and cities of implantation. [...]
[...] With a strategy of differentiation over its competitors, Starbucks has relied heavily on the atmosphere of these stores and a new concept of coffee bar. The Starbucks stores offer a different atmosphere according to neighborhoods. That is why it is a pioneer in some countries with the innovation of connecting to Wi-Fi terminals available in stores Company values The company's values on human resources and social commitment are accomplished with actions in favor of the health coverage of employees. Another value of the company is making donations to charitable organizations. [...]
[...] Starbucks offers a wide and in-depth range of products, hence its strategy of diversification. Moreover, the strength of the company comes from its uniqueness of offering to its customers the customization of their drinks. Starbucks is developing favorable relationships with coffee producers who are working for them. The contracts are negotiated in a spirit of transparency of prices and they are set independent of coffee prices. Starbucks cares about the environment, which gives it a real force by giving it a very good image. [...]
[...] You can not talk about implementation strategy of Starbucks without noticing the particularity of the implementation strategy of coffee shops in different cities. Indeed, the location of stores is crucial for the brand. (It has a tendency to establish itself in a place of public flow: ground-floor of office buildings in business centers, independent shop in the city centre, at shopping intersections, near universities, colleges or public institutions, concepts of food in shop within a commercial brand or corner shop in service stations, bakeries, leisure facilities, shopping malls, train stations or airports. [...]
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