Starbucks Reaches For The World

By Marc Pitzke, New York
A coffee bar group goes on tour conquest. Starbucks wants to triple number of its branches and soon stores in 40 countries. Meanwhile, the chain even on their own radio stations, produces films - and sells music on iTunes.
New York - The small Starbucks store in Manhattan's Eighth Avenue, corner of 16th Street, is usually so rappelvoll that people from the street. Inside the window they squat on their laptops - mobile offices with Internet connection and caffeine. There are espresso machines to buy, cups, CDs, sandwiches, packed lunches, ice cream, teas of all kinds And, oh yes: coffee.
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Starbucks in South Korea: Coffee is really just a footnote on the map The Starbucks seems to sometimes almost like a footnote on the supply list. The weltgrßte coffee bar chain has the benefit of caffeine to the "experience" and raised the Starbucks shops consumerist communication centres. With proprietary language ( "Frappuccino", "baristas") and allegedly individual decoration, the admittedly in most shops for the purpose of recognition value is the same. In the U.S., Starbucks is now so ubiquitous as McDonald's. From the branch in the 16sth Street from alone are six more within a few minutes.
And it will be even more. Protests from globalization opponents spite Starbucks will the number of its offices around the world more than tripled, from 12,241 to 40,000. Moreover, the Starbucks brand will in future directly into each house - via iTunes, the mega-successful music service by Apple. "Starbucks Experience" in China Already in just the past fiscal year 2006 opened the "ever-growing Starbucks" ( "Wall Street Journal") about 2000 new branches. More than ever before. For next year, 2400 new targets. "Starbucks aiming at world domination", the headline of the website "This Is Money." That seems only slightly exaggerated.
The group from Seattle, in 2006 an annual turnover reached 7.8 billion U.S. dollars, will soon in 40 countries. These include Brazil, Russia, India. Also in Cairo will be the end of this year opened a branch - the first ever on the African continent. Half of all Starbucks stores will one day outside the U.S., announced CEO James Donald now on an analyst conference.
attaches special importance to the Group of China. It hopes Starbucks, its global presence second to America. Even now, the coffee bar chain where more than 400 branches. Soon it could be ten times as many, says Chief Financial Officer Michael Casey. And in India is currently negotiating a joint venture to its huge market potential coffee drinkers with the first branches in New Delhi and Mumbai tap. In the press release, Starbucks is cheering: "1.2 billion people" could there Frappucino fans. Coffee is better at McDonald's does not mean that Starbucks in the U.S. on its roasted coffee beans rest. On the contrary, the Starbucks founder Howard Schultz warns the competition: "We believe that we are not even halfway through with the unique opportunity that we have in North America." Under the motto: We invest in what works. Hence the message that Starbucks specifically to the "Starbucks experience" and perfectly tailored to the marketing concept eingepasste music (which since 2003 has successfully sold at the counter) now available via iTunes offers. Costs 99 cents a song. The profits divided Starbucks with Apple. Two groups unite cool here conglomerate to the sensual pleasures, and Starbucks opens the coolest target group - the iPod generation.
SpecialStarbucks music stores ( "Hear Music"), there are already, for example, in Santa Monica, San Antonio and Miami. Other branches have "Media Bars". To complete the concept also includes the U.S. XM Satellite Radio, based on a separate channel Starbucks music plays. Starbucks Entertainment also produces movies, which in turn in the shops heavily advertised. The first, "Akeelah and the Bee" came in this April in the U.S. cinemas.
In addition, allStarbucks in the U.S. recently hot breakfast sandwiches, the suspect in the Egg McMuffins of McDonald's recall. Actually this is only a counter-attack - finally tried McDonald's in the U.S. for some time, Starbucks with a large advertising campaign in caffeine business with the "Roast Cafe" to compete. Not without success: For a taste of competition, the magazine "Canadian Business" ausrichtete recently won the McDonald's coffee with a rating of 6.5 cups "- before Starbucks with five cups.
But it is just like pure drinking coffee at Starbucks anyway rare.

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This entry was posted on August 2008 and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

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