Management of Starbucks to Enter New Foreign Markets

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Management of Starbucks to Enter New Foreign Markets

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Abstract

Starbucks is a company that is already 23 years old, and has been working internationally for 14 years. Starbucks is a Seattle, Washington- based coffee company. It buys, roasts, and sells whole bean coffees and coffee drinks through an international chain of retail outlets. From its beginnings as a seller of packaged, premium specialty coffees, Starbucks has evolved into a firm known for its coffeehouses, where people can purchase beverages and food items as well as packaged whole bean and ground coffee. We can also add that Starbucks is a company that is a member of organizations that promote ethics at work such as ECOA (Ethics & Compliance Officer Association) and ERC (Ethics Resource Center). In the Starbucks Company, we can see a whole page talking about business ethics, and showing that Starbucks believes strongly in good relations between members of the company. For years, Starbucks has been a fast growing company, developing itself mostly in North America, at such a rapid growth that analysts are thinking that Starbucks is going to saturate the North American market. That is why the company is thinkingof going abroad, and tap new markets in order to keep up their growth rate. The actual management of the company is thinking about entering one of the BRIC markets (Brazil, Russia, India and China).

Starbucks
1. The company
2. The values
India
1. Presentation of the country
2. Hofstede, cultural dimension
3. Principal values shared in the country

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[...] As Japan, India also have some specification in business that Starbucks may be aware of. When doing business in India, meeting etiquette requires a handshake. However, Indians themselves use the Namaste. This is where the palms are collected in the chest with a slight nod. Using the Namaste is a sign of the understanding of the label on the Indians. When addressing an Indian whom is known personally, always use the formal title proper, if the professor, Dr., Mr., Mrs., or if we do not know their names then it is common to use Sir or Madam. [...]

[...]  India has a long-term orientation relatively high. A high LTO means that the culture is perseverant and parsimonious. III. Principals values shared in the country From a country to another leverage that can make people involved in the company, proud to work for or happy to work in can change importantly. That is why it is important to know what are the principals' values that are common in India in order to include them in the management strategy and be more efficient. [...]

[...] Women are treated with respect in the workplace. They feel secure enough in most organizations in India. In a group discussion, only the elderly can no longer speak, but this does not mean that others agree with him. They may remain silent, without contradicting it (or you) out of respect for seniority. Westernized Indians, on the other hand may be quite confident and straightforward and it is nice to treat them the same way. Politeness and honesty go a long way in establishing the fact that your intentions are sincere. [...]

[...] That is why Starbucks provide to its employees full time or part time workers, medical, dental, vision and other medical protections. But all employees also have the opportunity to get a stock option plan that permit to get the employees more involved in the company. Moreover employees are able to get paid vacation, paid holidays and more. This list of values permits to show that good working environment is in the center of the values of the company. That is a thing that we will have to take in consideration when we will have to make some recommendations. [...]

[...] "Indian children suffer more malnutrition than in Ethiopia - Times Online." Times Online News and Views from The Times and Sunday Times. Web Jan < http:>. "Role of Western Values in Contemporary Indian Society N R N Murthy." TECK.IN Technology Tips, Tricks and News. Web Jan < http:>. "Doing Business in India: A Cultural Perspective." Outsourcing Custom Software Development - Offshore Software Solutions from India. Web Jan < http:>. 408-ICMT - 2B - Intercultural Management "India Explained." Geert Hofstede Cultural Dimensions. Web Jan < http:>. [...]

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