starbucks in japan essay research paper i

Starbucks In Japan Essay, Research Paper

I – Company Profile and Case Analysis Purpose

Starbucks Coffee Co. changed the construct consumers had about imbibing java. With more than 1000 mercantile establishments across the USA ( 1997 Numberss ) and the purpose of duplicating that over the following 3 old ages and sing international enlargement, the company has transformed a simple drink into a lifestyle accoutrement with every bit much elegance as the latest manner. The Seattle based concatenation ’ s success over the past 25 old ages has a batch to make with the quality of the merchandise, which has attracted a loyal and turning following among consumers.

The retail scheme has been to set a java store on every corner and to do fresh-brewed java by selling merely the highest-quality merchandises and bear downing a premium monetary value. However, the merchandise mix has changed significantly over the old ages, with beans accounting for approximately 15 % of the concatenation ’ s gross revenues. Meanwhile, Starbucks is spread outing its offerings, with a line of ice pick for supermarkets and a joint venture with Pepsi Cola to market Frappuccino.

At the same clip, the company continues to develop gross revenues in alternate mercantile establishments, including foodservice and non-traditional retail sites as United Airlines, Holland America sail line, Seattle Kingdome, an Alliance with Barnes & A ; Baronial bookshops, among others.

As mentioned above, to maintain the turning gait, the company is sing spread outing to international markets, particularly Japan and APAC states. That ’ s the chief aim of this analysis: The scheme to come in into International Markets

II – Situation Analysis


The US java market is being considered saturated, with bigger ironss confronting endangering competition among themselves and besides from smaller java bars. Besides the addition of java costs led to take down borders, escalating competition in what has become a crowded market. Acknowledging this, Starbucks has turned its attending to foreign markets for continued growing, particularly the Asia-Pacific Region. It was besides taken into consideration the potency of the Emerging markets, chiefly Japan, as per their consumer income increasing and economic system growth and another point is that the people in this state are unfastened for western life style, besides of differences in their civilization.

Industry Analysis

The gourmet java industry has exploded, with a grow rate of 30 % per twelvemonth for the past 3 old ages, as java bars, stores and houses have turned java into a tendency. Harmonizing to figures, there were 463 coffee mercantile establishments in the state in 1991, but by the center of 1996, there were 5,425, which means an addition of 1,000 % .

Other high spots:

? Prevision forte java to capture 30 % market by 99 ( approx. 5 billion )

? Growth of figure of espresso bars and coffeehouse to more than 10.000

? Expect addition in the cost of java beans in close hereafter tightening borders for merchandisers ( java husbandmans are exchanging to more profitable fruit and veggies snake eyess, cut downing the universe ’ s supply of java beans )

Competition ANALYSIS


? Two Competitive Spheres: Retail Beverage and Coffee Beans Gross saless

? Whole Bean: Forte Coffee sold at retail through Supermarkets ( Kraft, Nestle, Procter & A ; Gamble, Regional forte java companies, etc ) , Specialty Retailers and a turning figure of forte java shops

? Compete with franchise operators and independent forte java retail merchants ( in metropolitan countries a individual block may has 4 or 5 different caf? s ) – direct rival: SBC, which follows Starbucks ’ stairss

? Compete with established providers in its forte gross revenues and direct response ( mail order concern )

? Market saturated and Starbucks is in about of them ( strong presence )

? Competition for qualified forces to run retail shops – demand of a good compensation policy to maintain gifted peop


Starbucks is the largest USA java concatenation, having m

ore than 1,030 shops ( 1997 figures ) ; through the 3rd one-fourth of financial twelvemonth 1997, it had net incomes of $ 38.65 million, with gross revenues for that same period of $ 696.25 million, a 39 % addition from the old twelvemonth.

Other high spots:

? One of the fastest turning companies in the US – Rapid growing rate of 50 % over several old ages

? Expecting to hold 2200 retails shops by 1999

? Net gross addition by norm of 61 % in the past 5 old ages

? Scheme to maintain growing scheme consist on international enlargement to Asia and Japan

– Stakeholder ’ S MANAGEMENT

On the labour an environmental forepart, Starbucks has a extremely focussed “ java mission ” – an international moralss development plan that non merely seeks to better the quality of the beans, but besides world-wide labour conditions for java workers. For illustration, in Guatemala, Starbucks, together with the state ’ s java production organisation ( Anacafe ) , has discussed the development of industry criterions and labour conditions. It has besides supported a rural H2O and sanitation plan. In Indonesia, the concatenation has worked with CARE and the Nature Conservancy to advance sustainable agricultural environments near the Lore Lindu National Park. And on the Indonesian Island of Sulawesi, Starbucks has worked to supply places to school kids.


“ To set up Starbucks as the premier purveyor of the finest java in the universe while keeping their sturdy rules as they grow ” .

“ The following six steering rules will assist Starbucks mensurate the rightness of their determinations:

– Supply a great work environment and dainty each other with regard and self-respect.

– Embrace diverseness as an indispensable constituent in the manner we do concern.

– Use the highest criterions of excellence to the buying, roasting and fresh bringing of our java.

– Develop enthusiastically satisfied clients all of the clip.

– Contribute positively to our communities and our environment.

– Recognize that profitableness is indispensable to our hereafter success ” .

III – SWOT Analysis


Creativity / advanced against mom-and-pop Nipponese java stores

Strong civilization

Brand consciousness

Employees ’ authorization

Healthy finance state of affairs


Low presence in the 3rd largest java market ( Japan ) and Asia in general

Limited Channels of Distribution

Japan has already 115.000 java stores


Expansion to International Markets

Decline in usage of intoxicant can do coffee the new finish


Keep amalgamate civilization as spread outing via partnership

Expected addition in the cost of java beans

Coca Cola has entirely 800.000 peddling machines with transcribed java

Starbucks can endure from revenge from well-established participant

Nipponese oasis ’ t developed Italian gustatory sensation for espresso


TARGET Japan – reinforce presence


Reinforce presence through a joint venture or acquisition, happening the right spouse which portions the same values and ends, one time partnership and local connexions is everything in Asia. By this manner, Starbucks can take opportunity of one of its competitory advantage, which is its trade name ’ s acknowledgment.

One option should be the acquisition of an established concatenation as Pronto, which has, in 1996 Numberss, 95 mercantile establishments, and are threatened with the entryway of Starbucks in their market.

Development of a marketing/advertising program with the aim to put Starbucks as a premium and differentiate trade name in Japan, although its monetary value is lower than a cup of java in Tokyo ( JPY 280 against JPY 399 ) , to be in conformity to Starbucks image of high quality and edification of the unique forte java experience.

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