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Heather Burgoni

on 17 March 2015

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Transcript of Starbucks

Starbucks: A Transnational Company
Heather Burgoni, Ryan Cox, Chennal Darcy, Joel Hernandez
Starbucks opened in 1971 in Seattle Washington.
1982 Howard Schultz joined Starbucks.
Starbucks had 20,519 stores, as of March 30th, 2014
Over 21,000 stores in over 65 countries.
Over 200,000 partners in 2013
How Starbucks Succeeded
Why Globalize?
Multidomestic + Global =
Transnational Strategy
Transnational Strategy
Starbucks as a transnational strategy company
Starbucks Mission Statement: "To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time."
Lessons Learned/Recommendations
Strategic Imperatives
Expanding abroad and realizing a greater market area
Understanding international context
Recommendations for Other Companies:
Keep a consistent environment and target market
Follow practices overcome managerial implications
Break down global market to be flexible and responsive
Work off a system of interdependence
Starbucks is a largely successful international company
A big portion of their success has come from using the transnational strategy
Aggressively cluster stores in world's fastest growing economies
Joint Ventures & Licensing Agreements
Introduce products in phases
Specific products for specific economies
First international market
Japan in 1996

Saturated domestic market
Leading to self cannibalization
Reaching brand maturity in US Market
Only 20% of coffee consumed in North America
Issues in going global:
International joint ventures
Gender issues
Marketing channels
Cross-cultural management
Full transcript