The paper "Starbucks International Marketing" is a good example of a marketing case study. Starbucks is an American multinational food company that was founded in 1971 with a primary focus on providing the highest quality coffee to consumers in the United States of America (Starbucks Coffee Company, 2015). The company started out on a high note with a focus on providing the finest fresh-roasted whole bean coffees. Starbuck’ s Chairman and Chief Executive Officer, Howard Schultz, brought the Italian coffee experience to America through Starbucks, “ one that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection” (Starbucks Coffee Company, 2015). The company’ s mission to inspire every customer they serve by serving their diverse tastes and preferences highlights the cultural dimensions it integrates while coming up with its menus.
The company has expanded over the years, with a bid serve consumers not only in America but also in other parts of the world. The global expansion drive has seen the company open operations in more than 65 countries with over 21000 stores (Starbucks Coffee Company, 2015).
This paper will provide an in-depth reflection on Starbucks Company with a focus on its diverse menu on offer across various global outlets and the effect of culture on its menu and its international marketing. Boeing (2013) quotes Theodore Levitt’ s words, “ Companies that do not adapt to the new global realities will become victims of those that do. ” The globalisation of markets is a reality that companies have to accept and face steadfastly. I note that cultural differences exist from one global market to another. Companies need to take note of such differences in order to tailor their products and services in line with the underlying cultures.
The consideration of cultural perspectives sets the stage for companies to achieve successful roll-out of their products and services in new markets with the help of various international marketing techniques. One of the greatest obstacles that companies face while marketing products internationally lies in the existence of cultural differences. Every culture boats of its own individual values, behaviours, lifestyle, languages, and way of thinking which make it unique (Boeing, 2013). Consequently, companies may use either of two strategies to deal with the obstacle that culture imposes on them.
First, standardisation involving the employment of a standard marketing plan across various cultures served by a given company. Second, adaptation involving making the necessary adjustments to fit the specific cultural environment of the target market. Marketers, therefore, need to take note of such differences and employ a set of international marketing tools to present new products across different cultural business environments (Boeing, 2013). In order to obtain great insights, the cultural theories of Edward T. Hall and Geert Hofstede provide a suitable base of knowledge.
Cultural differences have profound effects on the marketing mix employed by companies and determine the effectiveness of using standardisation or adaptation in rolling out products to different markets. Cultural theories reflect on the importance of considering various facets of culture while undertaking international marketing. In this context, international marketing refers to “ the multinational process of planning and executing the marketing mix (product, place or distribution, promotion, and price) to create exchanges that satisfy individual and organizational objectives” (Onkvisit and Shaw, 2009).
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