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Muhammad Hafizzudin
Universiti Sains Malaysia
Humanities

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Becoming an International Brand: A Case Study of Starbucks Muhammad Azriuddin; Daisy Mui Hung Kee; Muhammad Hafizzudin; Muhamad Fitri; Muhammad Afiq Zakwan; Dalal AlSanousi; Aman Kelpia; Olivia Kurniawan
Journal of The Community Development in Asia Vol 3, No 1 (2020): January 2020
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v3i1.706

Abstract

This paper aims to investigate how Starbucks becomes the best coffee shop worldwide and how the organization overcomes its challenges and succeed to become an international brand. Starbucks is a popular coffee restaurant from the beginning but has just become a famous brand worldwide. Starbucks has over 20,000 stores in 62 countries around the world. In 1971 Starbucks opened its first store in Seattle’s Pike Place Market. Howard Schultz joins Starbucks as a director of Retail Operations and Marketing. Starbucks focuses on its mission “Inspire and nurture the human spirit-one person, one cup, and one neighbourhood at a time. Starbucks provides a variety of drinks from hot to cold, and foods. The most famous beverage is Frappuccino® Blended Beverages. Starbucks makes a beverage menu depending on the customer's request to meet their satisfaction. Starbucks emphasizes on high-quality service from the store environment to the work environment. Starbucks promotes its products through mass media such as advertising at the television, social media, billboards, and coupon card. The paper concludes with some recommendation.
Co-Authors Aman Kelpia Daisy Mui Hung Kee Dalal AlSanousi Muhamad Fitri Muhammad Afiq Zakwan Muhammad Azriuddin Olivia Kurniawan