Abstract
Globalization is the global reach of the market economy, the dominance of the market economy centered on competition and profit, extended to any type of production and exchange of goods and services.
Starbucks illustrates perfectly this phenomenon of globalization. This company is now the largest multinational chain cafes. It was created in 1971 and has shown a very significant and rapid expansion by opening increasingly shops around the world.
We will see how Starbucks has become a multinational company. First a small summary of the company's history, then we will present the competitors. Follow by a discussion of the economic environment in which evolves the brand. Finally we will underline the strategies adopted by Starbucks.
