The Case Study Of Starbucks And New Zeland

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5). In October of the same year Starbucks entered New Zeland. The company had a franchisee for KFC and Pizza Hut, to open retail stores in the country (The Seattle Times, 1998, para. 2). Then Starbucks took the market of Taiwan, Thailand, Malaysia. In 1999 the brand extended to China, South Korea and Lebanon. The next year it added 7 more countries, then 3 more in 2001, and then 9 more in 2002. After that Starbucks started just filling the gaps in the cities of those countries, and add the new ones to the list of its global marketing.
Being loyal to the basic values of the brand, Starbucks understands the need of cultural adaptation. Many countries can 't share the same taste due to cultural views. In this way, an opportunity to have an iced coffee …show more content…

This makes company to have a lower share of profits. But at the same time it allows Starbucks to have its business at different markets (Catora&Graham, 2007, p.596).
According to Kathy Lindermann, SVP of operations for Starbucks International, the local partnerships focus comes first, country second. The firms that can be a potential partners should share the views Starbucks has, has commitment to have a long-lasting relations; Starbucks prefers partners with multi-units restaurant experience, good financial situation, knowledge of picking up the best location and retail market, and with strong relationships with professional people to invite to take part in the partnership.
Among all Starbucks stores worldwide employees are treated as partners of the company. The company understands that each store is the best advertisement for the brand, so Starbucks focuses on the quality of skills of their workers. All over the world people can feel special during their Starbucks coffee experience as they will receive warm reception at any of the stores, as well as a personalized cup with the customer 's name of it.

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