Should Starbucks expand to Africa Essay Example | Topics and Well Written Essays - 2500 words

Should Starbucks expand to Africa - Essay ExampleTraditional cafes did non understand the changes in consumer needs hence this gave room for Starbucks to expand quickly by opening much stores. Starbucks Corporation has opened stores and coffee outlets in North America, Europe and Asia. The objective of Starbucks opening coffee outlets in Africa is to meet its business strategy of spherical expansion. The increase in profitability can be attributed principally to its aggressive expansion strategy. For the long term objective to be achieved, more than half of the stores will shit to be located outside the United States. Starbucks has achieved market leadership by ensuring high quality products and work together with excellent customer service. The corporation can increase market share by expanding to Africa. The follow will have to maintain its global business strategy of differentiation and added services.IntroductionStarbuck is the largest coffeehouse in the foundation with trading operations in all the continents. The social club operates more than twenty thousand coffee stores in more than one hundred countries in the world. From a single coffee store which was opened in 1971, the company has achieved a market leader position in the beverage industry by establishing operations in the US and beyond (Hill and Jones 165). Starbucks licenses and franchises operate more than seven thousand coffee outlets worldwide with many of the operations being based in shopping centers and global airports. The company has diversified product portfolio offering which allow coffee, tea, soda, juices and pastries (Boone and Kurtz 56). The company has also venture inn entertainment segment where it markets music, videos and books. The company products are localized to the particular proposition market (Ungson and Wong 145). The company has also maintained its original culture which has not being diluted by the global culture hence the common goal of the company is to offer distinctive experience to its customers (Boone and Kurtz 69). The company has been able to provide great working environment to its employees by embracing diversity and treating all the employees with self-regard and respect (Ungson and Wong 160). The operations of the company are centered on excellence in purchasing inputs, cook and delivery of the final coffee product to the customer. The company business strategy is to maximize sales by creating relaxing and attractive atmosphere with guarantees excellent customer service (Hill and Jones 177). The company also uses both sell and online music sales to widen the target market share. The company also maximizes market penetration partnering with global