Starbucks is a global company that has over 5.000 store outside USA, reaching 50 countries. Being an international company means to be opened to new markets. Starbucks is a master of doing business with new countries because their passion transcends the new culture and languages.
Nowadays , Starbucks reached the markets of 50 countries. Is Starbucks making an aggressive expansion of its Empire? Schultz, the company's CEO said "There are going to be very few countries in the course of time that we are not going to be in. Be patient."
Starbucks began its worldwide domination in the late 90's. Japan and Britain, the tea-drinker countries were the first ones occupied. In 1996, Starbucks opened the first outlet in Tokyo with a ceremony where Shinto priests blessed and prayed for harmony between Starbucks and the forces of nature. On that day was a line of over 100 Japanese people waiting with excitement to taste the coffee. From that moment Starbucks became very successful in Japan. The company didn't make to many changes in terms of strategies; they just added green tea frapuccino and made the beverage cups smaller.
In Britain, Starbucks used another strategy"breaking through the noise". Starbucks opened 65 stores in London and that shocked the public. People were not used to it because on that period the idea of coffee store wasn't that popular in Britain. The company faced a light resistance from the public , but that didn't stop them to expand. A charming campaign helped the company to become a power in Britain coffee industry having over 500 stores in London.
Nowadays , Starbucks reached the markets of 50 countries. Is Starbucks making an aggressive expansion of its Empire? Schultz, the company's CEO said "There are going to be very few countries in the course of time that we are not going to be in. Be patient."
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