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Globalisation:
Starbucks is a global company. One could even say, that they have created a global empire of coffee. The great success in America proved, that there's a market gap for Starbucks. That's why they started expanding globally. However, in 2008, they almost failed due to the economic recession and expanding too quickly.

Ethics:

Starbucks Corporation is heavily involved in a number of sustainability initiatives in an effort to become more environmentally friendly, including recycling initiatives and utilizing fair trade products.

Culture:

Innovation:

Store design, or brand localization, is just one of the creative ways Starbucks connects with its customers, integrating local aesthetics into each of its stores. The company's design studios are strategically located so that designers can better understand their communities. Their shop locations differ a bit, as they want to fit in.

Strategy:

Product differentiation. Starbucks business strategy can be classified as product differentiation. Accordingly, the coffee chain giant focuses on the quality of its products and customers pay premium prices for high quality.

Change:

The crisis at Starbucks was as much the result of the economic recession as due to the expansion of the store network in the previous years. Luckily for them, the situation became better, and they found a new way to connect with their customers: Starbucks used social media to engage individual customers with its products and brand.

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Globalization:

Globalization is the adjustments of different products or resources to meet the demands of multiple cultures.

It has resulted in greater inter-connectedness among markets around the world and increased communication and awareness of business opportunities in the far corners of the globe.

E.g. Coca-cola has enabled the expansion of their business in various countries around the world. Currently the company operates in over 200 countries around the globe serving millions of customers.

Ethics:

Ethics constitute a global code of conduct – a set of principles that establishes ethical standards for employees and businesses.

Impacts human resources, social responsibility, and the environment.

Clothing maker Patagonia is one example of a company that has earned a reputation for ethical practices by reducing its environmental impact and protecting workers' rights in the countries where it operates.

Culture:

In marketing, culture refers to the influence of religious, family, educational, and social systems on people, how they live their lives, and the choices they make.

It impacts everything from how employees are managed to the pace at which business is conducted, how negotiations are handled, and how risk management is enforced.

McDonald's advertises its products in different countries all around the world differently by using cultural elements of local culture.

Innovation:

For example, tech-innovation has a positive impact on the economic and strategic export performance of firms. This relationship becomes stronger when more human resources are available and the exporter becomes more oriented toward the importer.

Innovation is important in international marketing, because international trade expands the market size accessible to firms.

IKEA uses innovation to power their marketing campaigns. Being able to adapt to consumer behavior and new technologies while maintaining a strong customer focus is essential to great marketing.

Strategy:

International marketing is important for businesses wanting to grow in the global market. Creating a comprehensive strategy allows your company to adapt quickly wherever needed based on customer demands and trends in the global marketplace.

Apple's global marketing strategy is another prime example of a great global marketing strategy.

Change:

External change makes the business more flexible, more understanding and prepares it for the future.

Change ensures that the marketing mix for a company’s product or service matches international customer needs as well as seeking opportunities to use a company’s competitive advantages to market other products in new and/or existing markets.

Adidas elevates and changes its products, which elevates the experience of consumers. Their goal is also to increase brand credibility and push the boundaries in sustainability.

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Globalization: Starbucks used an aggressive business model to overthrow their competition, just like the way they started in America. They met opposition, but they countered this by listening to their customers  and their demands.

Ethics: Starbucks doesn't have the best reputation regarding their environmental ethics, which leaves a lot to speculate about. They were sent a questionnaire regarding their environmental issues, but they didn't respond to it.
Starbucks has been discovered using genetically modified food to feed the animal used for their coffee.
Starbucks also problems regarding tax evasion.

Culture: Starbucks promotes a healthy and happy relationship with your friends and family. Starbucks even encourages the employees to work as partners with their employees first-policy. Starbucks has always invested a lot in the employee training programs and other similar related issues to make their employees feel cared for, which will make them care for others.

Innovation:

Strategy:

Change:

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Starbucks international marketing strategy is making it a second home and inventing a new way to enjoy coffee. They use a costumer-oriented approach to them, making customers their priority.

Most of the cafés are in the US, around the world there are 34 317 stores.

In 2003, Starbucks expanded into foreign markets, making it well-known around the world.

The company adapts to each country’s preferences, for example, in China, they don’t drink coffee in the morning, rather at 4-6 in the afternoon. They also adapted their food options to the country’s taste.

Starbucks offers its employees by offering health benefits and extensive training. This improves their brand image significantly and makes the brand ethical.

Since 2015, their coffee is claimed to be 99% ethically sourced, yet there is some debate whether this claim is correct.

Starbucks has extensive reports and texts about their environmental and social impact, as well as the effect they have on animals. Their policies are transparent, which is a good sign.

Starbucks prides itself on its sustainability and ethical approach and it is a major marketing point for them. They have somewhat high-priced products, which make people feel like they’re paying for quality.

Their locations are inviting and aesthetically appealing, which attracts customers.

As mentioned, Starbucks adapts their products according to country’s culture.

In Japan, for example, they added more teas, blended beverages and juices on their menu and made serving sizes smaller than in the US. They also hired local architects to design their cafés to blend in the environment

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Globalization:
Starbucks' objective is to create the Starbucks experience in its store no matter where on globe. Globalization improves Starbucks' image and gain strategic value as they help develop new products and increase their Starbucks market share. It has attracted similar companies to expand internationally as well, which means more competitors.

Culture:

With localization, Starbucks is able to adapt to the tastes of different cultures, managing to convince consumers in other locations to drink coffee. However, in some countries the culture and the specific taste cause Starbucks and other international brands to be way less popular than local brands.

Innovation:

Store design, or brand localization, is just one of the creative ways Starbucks connects with its customers, integrating local aesthetics into each of its stores. Japan is one example. Starbucks continues to offer seasonal and exclusive products that suit the Japanese taste and aesthetic.

Ethics:

Starbucks is constantly looking for better ways to manage their waste in stores and communities, as well as developing more eco-friendly operations, from stores to supply chain. Since 2015, Starbucks Coffee has been verified as 99% ethically produced.

Strategy:

The coffee chain focuses on the quality of its products and customers pay premium prices for high quality. However, in some regions the prices may still be too high for the general locals, which cause the company to be less successful on the area. The generic competitive strategy focuses on setting the coffee business apart from its competitors by creating unique products. To maximize revenues and growth in the current markets, the company applies market penetration by opening more company-owned stores or licensed/franchised café locations. Sometimes even if the company tries to develop its products to suit the local taste, it does not always work. Local brands are more profitable since they are able to offer products which align with the people's taste. Starbucks has also made the mistake of opening too many stores and expanding too quickly.

Change:

Starbucks is constantly making changes to its menu depending on the market and region to suit the local taste. It is also on the mission to develop more sustainable products by removing plastic straws across the USA and Canada. Starbucks is also adapting to the ongoing pandemic by for example focusing on suburban areas where the business is still thriving. It's also planning on changing its store models on some regions.

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Globalization
According to 2022, Starbucks operates in 80 countries and has 34,317 stores around the globe. Most of the operating stores are located in the U.S, China and Canada. With the help of globalization, Starbucks has been able to protect itself internationally. Competitors and rival companies have stolen Starbucks' brand, name and business practices. In addition, when operating in different cultures and countries, Starbucks has increased its market share by developing new products and menu items.

Culture
Starbucks has gained an enormous amount of success in different cultures by using a carefully planned business plan, which is localization. Localization helps Starbucks to adapt to different tastes of different cultures. There are differences in menus concerning Europe and Asia as the culture varies, and so does the drinks. For example, in Japan Starbucks offers a lot of green tea and matcha flavored drinks as it is popular and more preferred there

Strategy
When expanding into a new country, Starbucks uses three different approaches, wholly owned subsidiaries, joint ventures, and licensing. Licensing is specifically used when Starbucks wants a quick expansion into the country in question. Joint ventures are used in order to initiate its business practices to the local market, and wholly owned subsidiaries are used when Starbucks has the market knowledge of the market it’s operating in, for example, the U.S and Canada market. As mentioned above, localization is a huge part of Starbucks' strategy in expanding into new countries with new cultures. Offering menu items that match the taste of the locals helps with gaining customers in a new market.

Change
Starbucks announced goals to reduce its carbon, water, and waste footprints by half in 2020. Starbucks also changes their menus all the time, always taking into account the region and culture, to make the "Starbucks experience" more valuable for the customer.

Innovation
Starbucks innovates its stores as well as menu items to fit the taste of the locals, depending on the country of course. A few examples are plant-based milks and different store aesthetics depending on the culture/country.

Ethics
People: In October 2018, it was found that Starbucks had operations in China, Thailand, the Philippines, and Colombia. This impacted their ethical score as all of these countries are on Ethical Consumer’s list of oppressive regimes.
In addition, despite their statement that no person under the age of 15 must be employed, it allowed an exemption for family-owned and small-scale businesses. This meant that Starbucks did not have an adequate policy on child labor for its supply chain outside of its C.A.F.E programme.
Environment: In October 2018 Starbucks did not respond to a questionnaire that included questions about the company’s environmental reporting. The reports discussed sustainable coffee sourcing and the creation of a more sustainable agricultural system for coffee. This has shined some problematic light on Starbucks' brand.
Animals: Starbucks was found to sell factory farmed animal products with likely use of genetically modified animal feed.
Law and regulations: Starbucks lost several marks under Ethical Consumer’s politics rating for a range of concerns including tax avoidance and excessive directors’ pay.