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Company Analysis: Globalisation of Starbucks - Essay Example

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Company Analysis: Globalisation of Starbucks

The paper will also explore the impacts of globalisation on the firm’s organisational culture. The ethnographic study This ethnography study focuses on Starbucks Coffee Company UK Ltd which is located in the city of Westminster in the United Kingdom. Starbucks Corporation is a Washington based company having coffeehouse chain globally. The company achieved an incredible growth rate in a short period and now it has spread across more than 55 countries. The Starbucks Coffee Company UK Ltd was founded in 1971 and now operates as a subsidiary of Starbucks Coffee Holdings (UK) Limited (Bloomberg Businessweek). In order to analyse varying taste preferences of customers regarding the coffee culture in UK, interviews were conducted with several customers. Starbucks has long years’ operation experience in United Kingdom. Despite the store closure challenges and increasing competition issues, Starbucks profitably operated in Westminster. This Starbucks cafe in Westminster also resembled the traditional infrastructure of Starbucks buildings. The interior decoration of the cafe reflected the integration of modernism with the traditional culture. Although the cafe is situated in city, customers are not affected by noise because of the cafe’s infrastructural characteristics. ...
ces in the Westminster including the palace of Westminster and the Abbey’s western facade, thousands of people daily visited the city of Westminster. This situation is notably a competitive advantage to Starbucks, for it promoted the overall business of the firm. In addition to tourists, people from different parts of the globe visited the Westminster for different purposes. Hence, the customers constitute people from different religions, races, and countries. One of the major features of this Starbucks cafe is that it has several potential customer groups. From the observation, the frequent visitors to the Starbucks cafe mainly included youngsters between 20 and 25 years old. Families were another potential customer group of the cafe. They mainly visited the cafe evening and night. The customers aged between 20 and 30 generally wore casual dresses and carried book bags. Workers from nearby offices also seemed to be the regular customers of the coffee cafe. Most of the customers purchased beverages while a few wished to buy only eatables. Undoubtedly, coffee items were the most demanded products at the Starbucks Coffee Company UK Ltd. Most of the employees of the cafe seemed below the age of 35 who wore the company uniform and provided excellent customer service. Evidently, the firm gives extra care for maintaining cleanliness and appealing ambiance. Separate rooms for families and luxury rooms improved its infrastructural value. In total, the customers were found very comfortable with the cafe’s setting. Based on my observation, I group the customers as follows. 1. Youngsters: This group includes students who consider taking coffee a fashion and a reasonable means of enjoyment. 2. Working people: They mainly visit the coffee cafe in order to reduce their work ...Show more

Summary

Company Analysis: Globalisation of Starbucks Introduction Globalisation brought notable cultural shifts in organisational performance, industrial sectors, and in consumer behaviour. Globalization refers to the process through which national economies and cultures are integrated into an international economy so as to enhance international trade, direct foreign investment, migration, and technology sharing…
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Company Analysis: Globalisation of Starbucks essay example
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