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Global Marketing: Starbucks Coffee - Essay Example

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Global Marketing: Starbucks Coffee

Singapore was chosen by Starbucks as the main business center in Asia. It is announced that “Singapore is constantly looking for new products and new markets to drive its export-led economy” (Starbucks Coffee, 2005). The second reason is that Singapore is the international trade and commerce center with an excellent financial and communication infrastructures, which will help Starbucks to penetrate into the Asian market and maintain a strong brand image. In addition, Singapore is the most Europeanized center in Asia where coffee is viewed as a “beverage instead of a drink” (Starbucks Coffee, 2005).
Socialization, and influences that shape social behavior in particular social settings determine Starbucks Coffee orientations. To be socially responsible Starbucks uses different styles o organization behavior and different patterns of organizational structure, as well as variations of influence in the business environment. Starbucks proposes to its clients' exceptional services and atmosphere in its coffee bars and shops, providing a high level of customer loyalty.
There are some arguments against Starbucks penetration into the Asian market which include existing competitors, namely Suntec Dome Holdings and Sinelli. These companies have already created a strong brand image in Singapore and planned further penetration into Asian markets of China, Indonesia, Hong-Kong, Malaysia. As the report says these companies target: “a broader market segment with a lower budget range” (Starbucks Coffee, 2005)....
The second reason is that Singapore is the international trade and commerce center with an excellent financial and communication infrastructures, which will help Starbucks to penetrate into the Asian market and maintain a strong brand image. In addition, Singapore is the most Europeanized center in Asia where coffee is viewed as a "beverage instead of a drink" (Starbucks Coffee, 2005).
Socialization, and influences that shape social behaviour in a particular social settings determine Starbucks Coffee orientations. To be socially responsible Starbucks uses different styles o organization behaviour and different patterns of organizational structure, as well as variations of influence in the business environment. Starbucks proposes to its clients exceptional services and atmosphere in its coffee bars and shops, providing a high level of customer loyalty.
There are some arguments against Starbucks penetration into the Asian market which include existing competitors, namely Suntec Dome Holdings and Sinelli. These companies have already created a strong brand image in Singapore and planed further penetration into Asian markets of China, Indonesia, Hong-Kong, Malaysia. As the report says these companies target: "a broader market segment with a lower budget range" (Starbucks Coffee, 2005). If existing competitors choose to resist strongly, Starbucks will make it difficult for new organizations to enter the industry. For example, if existing businesses are obtaining economies of scale, it will be possible for them to undercut the prices of new entrants because of their cost advantage. In some cases, existing competitors may make price cuts or increase ...Show more

Summary

The author of this essay touches upon the business of Starbucks Coffee company. Reportedly, Starbucks Coffee is the leading coffee roaster and retailer company which operates on the American and European Community markets, and have started its penetration into the Asian market. …
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Global Marketing: Starbucks Coffee essay example
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