Starbucks In Canada

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Background
According to Patterson, Scott, and Uncles (2010), the first Starbucks store was initially established in Seattle’s Pike Place Market in 1971. It has been spread publicly with the rapid expansion since 1992 to over 15,000 branches, new 7 branches every single day, in 44 nations, as a result of being the most enormous coffee chain operator all around the globe. Within one week, Starbucks provides 50 million coffee drinkers in North America.
These miraculous phenomena have taken place due to the following factors. The first factor is it can successfully procure American people for the unique taste of traditional European coffee that none of the other coffee brands has done before. Secondly, Starbucks not only sells coffee, but it also …show more content…

Australia was one of the target market of Starbucks. According to the article of “How the local competition defeated a global brand: The case of Starbucks”, it indicated that Starbucks has successfully copied the strategy used in US as opening stores in China and Japan one after one and quickly leading the sales of local coffee market (Patterson, Scott, & Uncles, 2010). Australia has also been taken into this strategy. The first Starbucks store has been opened at Sydney in 2000 and at the end of 2007, Starbucks were able to hold 7% of the local coffee shop market share in Australia. However, according to Chan, including America, China, Japan and so forth, Starbucks succeeded in those area because of there were not a coffee culture of Americanized European style in their local market before Starbucks came in (Chan, 2015). But, Australia is a country that immigrated with a lot of Europeans what makes its coffee market already with high quality of European style. They don’t adore the coffee taste of Starbucks. And due to the speed expansion of stores in urban style, Starbucks has become driven by demands and towards to a fast-food style like McDonald, less experienced staffs and fast service almost unable to stand a while connected with customers, that was less competitive against the local cafes in Australia. In addition, the local coffee shop in Australia also offer meal, but Starbucks only had coffee and fast food that makes Starbucks a place only to buy a takeaway coffee fast but would not need to seat in (Patterson, Scott, & Uncles,

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