Starbucks in Japan Essay

Words: 1101
Pages: 5

Executive Summary
Thirty years ago, Starbucks was a single store in Seattle’s Pike Place Market selling premium-roasted coffee. Today it is a global roaster and retailer of coffee with some 17,000 stores, 40% of which are in 50 countries outside the United States. In 1995, with 700 stores across the US, Starbucks began exploring foreign opportunities. The first target market was Japan. The potential for coffee sales in Japan is significant. The Japanese economy is the third to the United States and China with a gross domestic product (GDP) of U.S. $5.96 trillion in 2012. Starbucks Coffee Japan, Ltd. is a major operator in the Japanese coffee store (retail sales of coffee and related goods and equipment) industry and has a paid-in-capital
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They integrated the local culture into their products, and made the products to be the parts of people's daily lives. For instance, put the cherry blossom pattern on cups; develop the Green Tea Latte in Japanese Starbucks.
Customer Service: Provide a superior service level and delivery the local market demand. One of their guiding principles in their mission, "Develop enthusiastically satisfied customers all of the time". Starbucks maintains the same corporate image and customer service in all their stores all over the world, they also adapt their design and food and beverage offerings to become more relevant to the specific country or culture where they are.
Research and Development: Starbucks's organizational culture is innovation and creativity. This is evident through the continuous developments of new and exciting products, for example, the new 4-cup thermal coffeemaker and the Starbucks 'Double Shot' Espresso beverage. Depend on their diversify products categories, Japanese customers can purchase Starbucks coffee beans, packaged food, and coffee-making equipment, as well as fresh pastries and sandwiches.

Human Resource Management: Employees are their valuable resources. All employees at Starbucks are referred to as "partners", no matter what job position they occupy. Starbucks is proud to note that it was again rated as on of the best companies to work for by Fortune magazine. Starbucks provide health