Tuesday, August 5, 2008
Globalization and starbucks | 5:39 AM
Just twenty years ago, it was unattainable to find a half decent espresso anywhere in the world. Coffee was just perceived as a daily necessity for a quick caffeine fix. Nobody heeded much attention to it. After all, to everyone, coffee was merely something that everybody could brew at home.
Yet now, Starbucks has taken the conventional coffee to new heights, branding it with chic-ness, turning coffee into the likes of the IT bag of the season. Sure, it might not be the first to create cafes; conversely it is the foremost company to be so successful in the coffee business.Now, what makes Starbucks so successful in its bid to become globalized?
Firstly, it is the warm feeling of camaraderie among the baristas, waiters and customers alike. Although Starbucks’ coffee is not something to die for, many people patronize its outlets in order to feel accepted by society’s norm. Starbucks is more than a coffee chain, it is a symbol of wealth and affluence, and therefore this is a major factor in its success in globalization.
Secondly, Starbucks in the spirit of competitiveness has raised their game; the staff training, the standard of cleanliness, and product freshness has prompted other cafes to raise their standards. It has churned out one pioneering innovation after another - comfy armchairs, mood music, heat sleeves on paper cups, frappucinos; almost all which has been adopted by the chain's imitators and competitors.
Thirdly, the café also has a cozy and high-class theme that attracts customers.
Another factor is that Starbucks is able to adapt and localize where needed. For example, menus are in the local language, while special beverages and pastries can only be found in certain countries to suit the local taste. The Moka Praline can only be found in France and Spain, while the Marshmallow Mocha is unique to Japan.
Furthermore, Starbucks’ titanic rise doesn’t just say something about consumer preferences; it also says something about global society. The corporation’s green and white logo – the mermaid – has come to represent more than Starbucks’ stores; it has become an icon of globalization itself. Starbucks symbolizes the rising role of corporations, service industries and flexible wage schedules.
However, globalization has also led Starbucks into some major conflicts. The opening of a branch in the Forbidden City in China created much talk among people. Protesters objected to the American chain being opened there for they felt that it was trampling on Chinese culture. It has since been closed down and replaced by a Chinese tea shop. Also, many of the Starbucks branches all around the World are closing down because of bad economy.
From this we can see that Starbucks is indeed a good example of globalization for it is found all around the world and has become a necessity in many people’s lives. Although sources are varied, we can conclude that Starbucks aims to open a few hundred more stores in China alone in the next few years to come, depending on customer response. This is an indication that Starbucks is far from done globalizing the world, and has probably only just begun.
Bibliography
-http://en.wikipedia.org/wiki/Starbucks
-http://www.ineedcoffee.com/05/starbucks/
-http://answers.yahoo.com/question/index?qid=20071115162825AAOD7Dh
