The Globalization Of Starbucks

Market Research Final Project

No ifs and buts about it, Starbucks has turned a simple product like coffee into a lifestyle. Coffee used to be only drunk in the mornings for people to get caffeine but now people are drinking coffee all times of the day and Starbucks is a big reason why. Starbucks has turned coffee into an enjoyable experience that anyone can have at any time of the day. When you go into Starbucks it’s not just about coffee, it is about an experience. The Starbucks experience has helped Starbucks distinguish it’s self from stores like Dunkin Donuts and has help Starbucks grow from one store in Seattle, to one of the biggest companies in the world with more than 15,000 stores in 50 countries. However, Starbucks rise to the top

Now a days as of result of Starbucks, other companies have started to realize how important intellectual property rights is to their success. The globalization of intellectual property rights has helped Starbucks to protect itself internationally, where competitors in China have ripped off its name and practices, and has also affected how Starbucks does business, as in purchasing trademarked coffee from Ethiopia. As a result of Starbucks using intellectual protection laws the right way, Starbucks has been able to protect its brand and practices by preventing competitors from crossing the line in mimicking the coffee shop powerhouse. Starbucks goal is to inspire and nurture the human spirit – one person, one cup and one neighborhood at a

They knew if they wanted to be successful in China that they would have to respect the Chinese culture. Starbucks knew that the way that they do advertising and promotions in the United States would be too risky in China because some China people would of took as attacking their culture of drinking tea-they positioned stores in high-traffic and high visibility locations. Starbucks knew that they had to eventually begin to slowly bridge the gap between the teak drinking culture and the coffee drinking culture. That was able to do this by introducing beverages in the Chinese stores that included local tea-based ingredients. While doing their research, Starbucks concluded that Market Research had supported their internationalization strategy. Starbucks market research showed them how important brand consistency is to Starbucks customers. In an emerging market like China, when they open new stores, Starbucks send the best baristas for the launch. The best baristas conduct training of the other baristas who will carry on when once the launch has