philosophy of aristotle

Group 3

Starbucks

Lecturer: PhD. Nguyen Thi Thanh Mai
Members:
Lê Thùy Dung- 21051982
Hoàng Quốc Huy- 21051642
Nguyễn Thị Thu Hiền- 21051918
Nguyễn Thị Tuyết Ngân- 21051855


Contents

0
1

Introduction

02

Challenges and Global Strateg

03

Impact of Cultures
on Starbucks

04

Lessons for International

Company


I
Introduction


History

1971

1982

1987

1996

• Starbucks is founded
in Seattle,
Washington.

• Howard Schultz joins
Starbucks as the
company's director
of retail operations.

• Schultz purchased
Starbucks from the
original founders and
began to expand the

company
aggressively.

• Starbucks opened its
first international
store in Tokyo, Japan.


Starbucks' founding principles

It's Not Just A Coffee, It's Starbucks


Starbucks' reputation for
quality coffee:
• The company uses only the
highest quality Arabica coffee
beans, which are roasted fresh
daily. Starbucks also offers a
wide variety of coffee drinks,
including espresso, lattes, and
cappuccinos.
• In addition to coffee, Starbucks
also offers a variety of other
beverages,
such
as
tea,
smoothies, and juices.

Types of Coffee

Espresso

Doppio

Americano

Cappuccino

Espresso

Latte

Mocha

Flat White

Milk Foam

Hot Chocolate

Steamed Milk

Hot Water


Starbucks' role as a social hub for
customers

•

•

Starbucks stores are known
for their comfortable seating
and free Wi-Fi. Customers
often come to Starbucks to
work, study, or meet with
friends.
Starbucks also offers a
variety of food items, such
as pastries, sandwiches, and
salads.


Starbucks' evolution into a
multinational corporation

A strong brand
identity
Starbucks has developed
a strong brand identity
that is based on highquality coffee, friendly
customer service, and a
commitment to creating a
social
experience
for

customers.
=>This brand identity
has
resonated
with
consumers around the
world.

A global
expansion
strategy
Focusing on partnering
with local companies
and
adapting
its
products and services to
local markets.
=> This has allowed the
company to successfully
enter new markets and
build a strong customer
base in each country.

A commitment
to innovation
Starbucks
is
constantly
innovating and developing

new products and services.
=> This commitment to
innovation has helped the
company to stay ahead of
the
competition
and
maintain its position as a
leader in the coffee industry

=> The company's success is a testament to the fact that people around the world value
the same things: a good cup of coffee and a place to connect with others.


II
Challenges and global strategies


Starbucks’s Challenges in International
Operations


Adapting to local
cultures
Japanese people like to drink
tea and have smaller and less
sweet portions than Americans.
Chinese people like to drink
coffee in large groups.
The topless mermaid in the

company's logo was viewed as
pornographic in Saudi Arabia.


Competition from
both local and
international
coffee chains
=> offer a highquality product and a
unique customer
experience


Economic factors
Starbucks needs to be aware of
currency fluctuations and other
economic factors that can affect its
profitability

Political and
regulatory risks
Starbucks has been criticized for its
environmental impact in some markets
and responded by implementing a
number of sustainability initiatives, such
as using recycled materials in its stores
and reducing its carbon footprint.


Starbucks’s Strategies to Address Challenges

Partnering
with local
companies

Using
technology to
improve
efficiency and
profitability

Investing in
training and
development

Tailoring its
products and
services to
local markets

to access to local
expertise and build
relationships with
local communities

to able to provide a
high-quality customer
experience in all
market

to meet the needs
and preferences of
local customers


Navigating Cultural Differences


Conducting
market
research

Adapting its
marketing
messages

Hiring local
employees

Offering
culturally
appropriate
products and
services


III
Impact of Culture on Starbucks

Fukuoka store

1: Marketing
-Do
market research
Strategy
-Build menu to suit
local needs
-Combine local style
with innovative store
design.

Meguro store