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Submitted by ebruceb on December 9, 2007
Category: Business
Words: 1324 | Pages: 6
Views: 133
Popularity Rank: 76,553
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Starbucks and Globalization
Howard Schultz was brilliant man who had a unique taste in coffee and decided he wanted to share it with his local countrymen, so in 1971 he opened up a small coffee store that he named Starbucks. Little did he know that his little coffee store would become so popular that he actually brought in other products such as sweets, sandwiches, and other delicious drinks, and in 1982 he expanded it to include espresso bars. He was then inspired, by a trip to Milan, to recreate the Italian coffee shop atmosphere and by 1987 there were 17 Starbucks coffees shops and cafes. The shops and cafes were a tremendous success and they spread from the northwest through the united states like wildfire and in 1992 Starbucks went public (in the stock market). By 1995 there were over 676 of Schultz’s cafes all over the U.S. so he decided to expand his borders and go global. His first overseas café was opened in Tokyo, Japan in late 1995, the very same year in which he released Starbuck’s first frappuccino (which pushed Starbucks up to number one in the coffee/ice cream market). As the years went on, the number of locations practically doubled every year and he had created a café that now has over 7300 locations worldwide, with over 25million regular customers. Schultz took a small idea and worked with it until his small idea became the most popular globalized coffee chain.
Ever since Starbucks went public and expanded into other countries many newspapers and other media sources have been referring to it as a globalized company, but many people do not even know what globalized means. Globalization is a business/invest fund’s predisposition to expand from their local area to surrounding countries or states and over seas to other continents, thus connecting and expanding several other markets. Globalization is a type of “social organization” that allows the world to appear “borderless” where countries and companies create more capital while...
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