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The international development of Starbucks (2004)

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  1. Introduction.
  2. The international approach of Starbucks is globa-local.
    1. The differences.
    2. The similarities.
  3. The pros and the cons of the international approach.
  4. A high brand's value for the consumer.
  5. The brand benefits.
  6. The brand loyalty.
  7. Indicative bibliography.

The Starbucks Coffee Company owns today more than 6,000 retail locations in 37 countries: It is situated in all the continents: North America, Latin America, the Middle East and the Pacific Rim, that is to say ?wherever there is a demand for good coffee?. The first foreign coffeehouse opened in 1996 in Tokyo, where Starbucks is today a real myth. There is even a Japanese community on the Internet which is called ?Starbucks love union?. To implement this international development, Starbucks has a articulated structure: First, the Starbucks Coffee Company is the ?leading retailer, roaster and brand of specialty coffee in the world?. Starbucks Coffee International is a wholly owned subsidiary of Starbucks Coffee Company. In each country, it has made partnerships with local retailers. For example, in France, the coffeehouses are run by Starbucks France SAS, which is a joint venture of Starbucks Coffee International and Crupo Vips (since September 2003). Crupo Vips is a reference in the restaurant and retail sector.

[...] Starbucks has a pedagogical role, which is to learn to the customers to know and enjoy the several coffees of the world, according to their geographical origin. On the websites, the history of coffee is told, and each variety is described, in order to attract the customer to came and try them. - The hedonic and recreational benefits: the ?experience Starbucks? is one of a kind, which provides above all comfort and relaxation. The brand loyalty Starbucks Coffee Company has been ranked among the Most Impactful Global Brands? by Brandchannel.com. [...]


[...] The pros and the cons of this international approach Thanks to this approach, Starbucks keeps a very strong identity, because it has the same image everywhere. The Starbucks coffeehouses remain the place to relax and to have original and various drinks. Any international traveller can recognize the front of a Starbucks Coffee and can often prefer to go in there because it is reassuring. He knows what he will drink or eat; this is a nice moment to relax. In terms on communication, this can also bring a significant reduction of costs. [...]

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