Ch. 5 - Developing a Global Vision 

While developing a global vision, the company has to be aware of its competition world wide. When it comes to Starbucks, they are widely known for their various caffeinated beverages. Starbucks is not the only place to buy a well made cup of coffee or capuccino though. Starbucks is aware. They are aware of their global competition but they use their vision for success to their full effect. One of Starbucks biggest struggle is to adapt to a culture and new location where there already are coffee lovers. Therefore as the textbook states "Starbucks chooses location with shared values and strategic fit". The Starbucks logo is very well known, that is why it is a key aspect in their global marketing. Japan was their first area where they globalized to and did not do so well because the population there are more tea drinkers than anything else. Which is the same problem they are having in China now. Paris and Italy are also showing tough to adapt too as they prefer their fanvy cafés over coffee shops like Starbucks. Regardless of all this Starbucks has expanded to 44 different countries and are prevailing in their success.