From a single coffee shop in Seattle, Starbucks has grown in notoriety and expanded across the United States and Globally. It isn’t easy for American made companies to meet the needs and interests of other countries, but Starbucks gained great success through strategic moves surrounding market entry and cultural adaptations.
When entering global markets, Starbucks made the key decision to partner with prior established companies in the regions which allowed ease in implementation. Another strategic step to market implemenation was to plant stores in major cities first that has American influence or travelers, such as London, Vancouver and Tokyo. Currently the second biggest Starbucks, which resembles a full restaurant rather than small cafe, resides in Bangkok and is a huge tourist magnet.
The second piece to Starbucks global success was their innovative thinking when transforming the menu to match local taste and culture. A few examples of this are the expansive green tea latte options in Asian countries, spiced drinks in the middle east, and Halal food availability in regions with many Muslim communities.
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