Starbucks Global Expansion Strategy
Grande Latte, Frappuccinno, and Espresso Regalo – all words related to the specialty coffee business. Chances are, if you’ve been to an airport, grocery store, mall, or the downtown area of a large city, you’ve been to or seen a Starbucks. Without a doubt, Starbucks is the de facto leader in the specialty coffee market, and not just in the United States. In 1999, Starbucks expanded into China. Today, their expansion continues in China and around the world. Starbucks now has stores in 47 countries. Their global expansion strategy and performance is stellar. Let’s examine some possible components of Starbuck’s global expansion strategy that enables them to determine how, why, and where they expand.
According to their Annual Report, Starbucks opened up 2,571 new stores in 2007 (www.starbucks.com). They now operate over 15,000 stores around the globe. In China, their aggressive expansion continues. In 2006, Financial Times quoted Howard Schultz as saying “China has......
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