In the year 2000 San Francisco based cartoonist Kieron Dwyer was sued by Starbucks for copyright and trademark infringement after creating a parody of its famous mermaid logo. Starbucks won a preliminary injunction prohibiting Dwyer from selling items bearing his version of the trademark, and the case was later settled. The pioneer of Starbucks, Howard Schultz has authored a book, ?Pour Your Heart into It', chronicling his perspective on the success of the company. The organization is noted for implementing its non-smoking policy at all its outlets, despite predictions that this would never succeed in markets such as Germany, where there are few restrictions on smoking elsewhere. The single outlet in Vienna, which has a smoking room, separated by double doors from the coffee shop itself, is the nearest the company has come to making an exception. However, Starbucks does not generally prohibit smoking in open-air seating areas.
[...] Like we see before keeps an important control of the company, like in design, and the organisation is very centralised, the method of recruitment are almost the same all over the world, and I think that Starbucks think global for those factors it is because it brings more security, reduce risks (bad integration of Starbucks values, lost of information, lake of coordination, ) But some factors push Starbucks to act local, even if managers are thinking global. Firstly on the products, taste are different in all the countries where they are present, even if coffee is a well establish habits, the firm have to implement market studies to know how local people drink coffee, how often, at what time to be sure to do the right things. [...]
[...] As a manager, I would increase advertisement of the brand thanks to different marketing mix elements. As an example, the company could make agreements with local sport events that have deep impacts on the population. This would help the company to increase their notoriety and could help it to be known as brand much closer to their customers. Starbucks should also take care of its communication and spare the susceptibilities, because this global expansion can be seen as a very undertaking way to impose [...]
[...] Firstly they work on their internal communication; indeed to make the things clear, the information between the headquarter and the base (national management teams, support staff) need to be fluent. To reach this aim, managers of Starbucks set up six monthly progress meetings for staff off-site workshops and monthly email bulletins from the managing partner. By those measures Starbucks want to reinforce the brand image and facilitate the circulation of the information, nobody have to retain it. Starbucks implement with its multinational team 7 points which describe values that it has to be shared and respected by all the employees. [...]
[...] International Strategy Starbucks really decided to go abroad in 1996; the first shop implemented was in Tokyo. This first step in a foreign country was a success for Starbucks coffee and it encourages the American firm to continue there expansion over seas and now they are present in more than 30 countries and almost 7000 stores throughout the world. The company from Seattle is the world wide leader in retail coffee chain and of course there main objective is to stay the number one and become an enduring company with strong global brand identity. [...]
[...] The international team has to negotiate local regulations and other issues, partners who have a good implantation of Starbucks stores, those local partners can be used as guide, but first Starbucks Coffee International has to look closer on the company multi-unit restaurant experience, the financial resources to expand the Starbucks concept rapidly to prevent imitators VII. Future trends In the next few years, Starbucks will continue its policy of expansion by increasing its implementation of stores all over the world, company objective is to establish Starbucks as the most recognized and respected brand in the world”, Starbucks is also planning to improve the quality of its products with the help of research and development, and also create products very adapted to all the different markets. [...]
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