The company has more than 30,000 stores in 80 countries worldwide as of June 2019, and is expected to maintain a strong growth momentum. In 2015, it opened stores in Panama and reached the milestone of achieving 99% of ethically sourced coffee. In February 2014, it entered Brunei, the 15th market in the Asia Pacific Region and the 64th market globally for the company. The footprint of the brand increased to cover Russia in 2007 and it opened its first store in Ho Chi Minh City, Vietnam in 2013. It opened its first international store in Tokyo in 1996, entered UK in 1998 and opened its first Latin American store in Mexico City in 2002. The global expansion of Starbucks has been rapid and strategic. It is often said that Starbucks taught America how to drink coffee and is now continuously teaching the world. Starbucks has been responsible for creating the concept of a third place between home and work where people can relax, enjoy a cup of coffee and experience the inviting ambience. Founded in 1971 in the city of Seattle, USA, the brand has changed the way the world drinks coffee outside home and work. To find answers to some of these questions, let us look at one of the world’s most iconic brands – Starbucks. The key question that emerges is that whether there is now a continual need for brands to adapt or face the threat of extinction if they practice consistency. Given the massive interconnectedness of the business world and emerging models of competition and growth, how can organisations maintain their core underlying brand identity? In addition to competitive market factors, worldwide external shocks like the global recession have also severely impacted businesses at both local and global level. Established brands are increasingly under threat from emerging private label brands. Price wars have become increasingly common. E-commerce and the emergence of digital and social marketing practices have led to a level playing field for organisations and customers and have redefined competition. Organisations are increasingly looking beyond their national markets. Globalisation is not an expansionary mindset anymore and in many cases, a strategic imperative to identify growth opportunities. The concept of the world being flat has extended beyond geographical boundaries to the rapid blurring and demolition of economic ones.
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