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Starbucks Goes Middle East

1 Introduction

Starbucks goes Middle East

Since there has been a worldwide trend for coffeehouses in recent times, this assignment will focus on Starbucks and examine its approach to enter international markets. The main focus will be on the market entering strategy in Middle East. For this reason Turkey will be examined in the ways of how the international human resources management principles of Starbucks are influenced by entering this market.

2 Company Image

Starbucks is one of the best-known and fastest growing companies in the world. Originally the roots of the Starbucks Corporation are in Seattle, Washington USA. After being 30 years on the market it expanded up to 9,000 Starbucks outlets worldwide. The positive commitment to every community is helping to bridge cultural gaps and deflect anti-Americans sentiment. Within every nation Starbucks tries to attract partners who are engaged in serving community and protecting environment.

Starbucks is organized into two business units that correspond to the company's operating segments: North American and International. In 1995, Starbucks Coffee International, a wholly owned subsidiary of Starbucks Coffee Company, was set up to build Starbucks' businesses outside North America, including opening company - owned, licensed, and joint-venture-based retail stores worldwide.

Starbucks buys; roasts and sells whole bean specialty coffees and coffee drinks through an international chain of retail outlets. From its beginnings as a seller of packaged, premium specialty coffees, Starbucks has evolved into a firm known for its coffeehouses, where people can purchase beverages and food items as well as packaged whole bean and ground coffee. Starbucks is credited with changing the way Americans-and people around the world –view and consume coffee, and its success has attracted global attention.

It is the first coffeehouse which overcame the stereotype image and managed to obtain sociability as a second...