Foreign Direct Investment: Starbucks Case
Starbucks mission for international development is to be a global company, making a difference in peoples' lives by leveraging our brand and the coffee experience to foster human connections. The Starbucks Experience is about passion for a quality product, excellent customer service, and people.
The Company's objective is to establish Starbucks as the most recognized and respected brand in the world. To achieve this goal, the company plans to continue rapid expansion of its retail operations, to grow its Specialty Operations and to selectively pursue other opportunities to leverage the Starbucks brand through the introduction of new products and the development of new channels of distribution.
In doing global business, Starbucks greatly consider local culture as mentioned by Howard Schultz that Starbucks remain highly respectful of the culture and traditions of the countries in which we do business. Starbucks also recognizes that its success is not an entitlement, and Starbucks must continue to earn the trust and respect of customers every day.
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