Case Study : Starbucks Faces Global Opportunities And Barriers

Globalization refers to the development of an integrated world economy, exchange of cultural views, thoughts, and products (Wikipedia, 2013). Pologeorgis (2012) states that, essentially globalization began with the exploration and settlement of new lands. Communication and transportation advances have aided in this process.

According to our reading assignment 'Globalization 101', globalization is "a process of interaction and integration among the people, companies, and governments of different nations, a process driven by international trade and investment and aided by information technology."

What is a globalization? It is the tendency of businesses, companies, or technologies to spread throughout all over the world. Sometimes it called the global economy. It is represented as an interconnection of businesses and marketplaces with unhampered by national boundaries. The globalization is important for every people around the world, especially the people in the United State as a system that will make people go to the civilization. Although globalization is the way of civilization, it is still promoted inequality in the US in the world by perfidiousness and oppressed of employee, and also preform like a wall for people in the US to achieve their American Dream harder by taking advantage in the business between an employer and employees.

Globalization: Globalization can be defined as the incorporation of national markets through trade, asset, capital flow, labor influx, and expertise. It emanates from the eradication of barricades among national markets to spur the flow of capital, labor, services, and goods. Whereas the removal or eradication of quotas and tariffs like the GATT that limits free and open trade between countries.

Globalization is a quickly developing incorporation of economies and societies around the globe, leading to rising connectivity, combination and interdependence in the social, technological, economical, and political spheres. It is comprised of growing mobility of products, services, capital, labor and technology. Primary forces spearheading globalization are the loosening of markets

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Frequently, people are unclear of exactly what Globalization means. Globalization is the tendency of the world's economies to act as a single interdependent economy. It can be described as the increased movement of people, knowledge, ideas, goods and money across national borders to make the world more unified in a sense. Globalization is often thought of in economic terms but as we know there are other components with this idea like, economics, and cultures. There is a huge debate of whether or not globalization is positive or negative.

Globalization can best be defined as the shrinking of our world. As technology advances the gaps between Countries is closed, and our society as a whole becomes more integrated. Globalization is something that has been occurring for thousands of years, with one early example of Globalization being the use of the Silk Road, which connected China and Europe during the Middle Ages. Globalization can offer businesses many was to increase business, while at the same time threatening them (Globalization101.org, 2014).

Globalization, in its most literal definition, is the process of making, transforming or expanding a product or service into a global one. This process is a combination of economic, technological, socio-cultural, and political forces (Button, 2008).

With 23,768 locations, Starbucks is a fast food eatery that can be found worldwide. Although it started in Seattle, Washington, it branched out of North America in 1996 when it opened a store in Tokyo. Almost one third of Starbucks’ stores can be found overseas. In venturing out to other countries, there have not always been easy transitions and there have been barriers along the way. With each move into a new sector, there are possible cultural, political, and economic difficulties that lie ahead. To analyze Starbucks and its level of success around the world, I’ll be using Gramsci’s categories of base, structure, and super structure. For base, I will discuss how economics comes into play in China; for structure, I will explain the political barriers Starbucks faced integrating into the Indian market; and lastly, super structure will be examined by the struggle in Italy regarding cultural differences and Starbucks drinks from around the world.

This drives the demand of the product , shifting the demand curve to right. Buyers expectation strongly affects the consumption . Expectation of technology for a consumer , wifi, card, mobile , e-commerce adds up to the demand. With increase in technology by the company the demand increases leading the demand curve to move to right. (http://www.forbes.com/sites/rahimkanani/2012/05/24/chief-digital-officer-for-starbucks-on-technology-change-and-community/)

A case study on the global giant and brand ‘Starbucks’ will be undertaken in order to understand how established brands respond to major challenges in their market, to their brand perception and how these responses materialise themselves visually. In order to do this we need to understand what a brand is but like any concept that “dominates markets and public consciousness, it is a challenge to define”(Millman, 2011). Stanley Hainsworth, former vice president of Starbucks defines a brand as an “entity that engenders an emotional connection with a consumer” That emotional connection he suggests is established when a brand “repeatedly provides something that the consumer wants, desires or needs”. In an attempt to develop a more accurate theory

Globalization can be defined as the process by which businesses or other organizations develop international influence or start operating on an international scale. In simpler terms this means globalization is the trend of increasing interaction with people on worldwide scale due to advances in transportation, communication and technology.

Globalization means interaction of the domestic economy with the rest of the world regarding to foreign investment, production, trade and financial matters. Globalization is a process that defines growing interdependence between various economies of the world. Globalization is a process by which regional economies, societies and cultures have been combined through a global network of communication, trade and transportation. Different measures taken for globalization are:

Globalization refers to the interconnection among countries, politically, economically and culturally. Globalization has come into existence due to the following factors: (i) betterment in transportation and communication, (ii) human and capital mobility, (iii) increasing formation and existence of NGOs and multinational corporations.