Starbucks' cultural adaptation in International Operations

Starbucks has become one of the most recognised brand in the world, known for selling highest quality coffee products. The company discovered that there was a potential in beverage retailing and today operates 8337 stores worldwide. The founder, Howard Schultz started in Seattle with a concept of high quality product in a relaxed atmosphere. But a new market is always a new challenge and carries an amount of risk for a company. This assignment is going …

…taste and preferences of the world, not only the United States preferences. Customer loyalty is very important, and while trying to expand internationally, high customer service should remain. Some of the methods used in America were proven to be successful and the World market may benefit from some features. An example can be direct-to-customers method of selling products through internet to support its retail expansion into new markets and reinforce brand recognition in existing markets.