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Starbucks Going Global Fast - Essay Example

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This paper declares that Starbucks is a renowned multinational beverage company headquartered in Seattle Washington. Combining quality drinks, food products, and innovative technology systems, it has gained dominance in the beverage industry and expanded rapidly around the globe…
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Starbucks Going Global Fast
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Download file to see previous pages Customers can get a cup of Starbucks right around the corner. Also, Starbucks is the first to offer free Wi-Fi to their customers and has introduced Starbucks prepaid cards to speed up check out time. These convenient and innovative services increase customers’ satisfaction. The biggest weakness for Starbucks comes with dissatisfaction among its employees. They have mainly concerned that the company’s remunerations packages are not commensurate with the amount of work considering the huge customer base that it enjoys. Their general feeling is that they are being underpaid and this could translate into poor services to customers. Therefore, Starbucks has to change their employment strategies and boost employee satisfaction levels so as to ensure quality products and services to their customers.
Just like any other company in business Starbucks also has its opportunities and threats to its business. The first opportunities lie in its vastness, growth pace and brand recognition. Starbucks has opened its doors to global expansion thus creating lots of room for growth and gaining global status. It is true that the sales are vast but the threats in foreign countries are unforeseeable. For instance, there are cultural and preferences differences in foreign countries that Starbucks must cope with. Additionally, Starbucks faces competition from other companies in the ready to drink beverages market hence must ensure its service standards remain at the top in order to maintain the leadership position.
The main problem facing Starbucks as it expands internationally revolves around strategy. The company has to develop several new strategies to increase sales and further expansion in the competitive beverage industry especially when it comes to new markets like in Japan.
Although Starbucks has been in Japan for more than 10 years, it carries out its business as an American company. ...Download file to see next pagesRead More
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