Starbucks is known to be a typically American brand, as it can be found on every corner of every street of every city in the United States. Nowadays, because of globalization, Starbucks is exploring new foreign markets and coffee shops pop up all around the globe. However, many people find this expansion intrusive and are scared of the Americanization of their culture. To counter these negative feelings towards their brand, Starbucks needs to tell a story which foreign customers will find more appealing. The story of the coffee bean, grown on an exotic island is the most attractive one. In order to distance themselves more and more from their American roots, they are taking on local aspects, like specific flavours and cultural habits, for example green tea frappuccinos in Asia. Also by recruiting locals they are getting rid of the negative image that American chains put local stores out of business.
Eline Van Lombeek
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