Starbucks has become a phenomenon worldwide, with more than 24,000 stores in more than 60 countries. Sales are great even at relatively high prices for its products. This can perhaps be explained in the United States (and other wealthy markets), but how can Starbucks' success be explained by its foreign market entry in less developed and emerging markets?

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Business

Raina Ortiz

5 December, 23:16

Starbucks has become a phenomenon worldwide, with more than 24,000 stores in more than 60 countries. Sales are great even at relatively high prices for its products. This can perhaps be explained in the United States (and other wealthy markets), but how can Starbucks' success be explained by its foreign market entry in less developed and emerging markets?

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Noemi Watson · Answer 1

Starbucks has existed for quite long in the United States. Its name is generally synonymous with coffee. Its success in foreign but less developed and emerging markets may be attributed to perception, owing to advertisements and popularization. Advertisements made to potential consumers glamourize the products, making potential purchasers more. Popularization, on the other hand may be attributed to "showbiz" - celebrity synonymity with Starbucks' products. A movie may feature celebrities taking a Frappuccino from Starbucks. Upon arrival in a new market, a celebrity's fan is most likely to take a Frappuccino since celebrity so and so took it in a certain movie and declared it good. Another reason for success may be that the bourgeoisie individuals of an emerging market may take to Starbucks products in order to enjoy what their counterparts in developed markets have been enjoying and glamorizing.