Company Analysis: Globalisation of Starbucks

Company Analysis: Globalisation of Starbucks Essay example
Ph.D.
Essay
Marketing
Pages 9 (2259 words)
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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…

Introduction

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. ...
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