As Starbucks grows as an industry they continue to move forward and expand globally. Their main focus on being an international success is to be sensitive to the culture that they are trying to pitch themselves into.
Approximately around 2004-2008 Starbucks was not seeing much of a profit with international sales. CEO Howard Schultz, who was what originally made Starbucks a name, left when they were reaching their peak and came back to bring this company out of their global slump.
Recently the demand for coffee has gone up in such mass markets like China and India. Starbucks announced their plan to open one thousand new stores in China. This is the number one market growth for Starbucks global marketing plan. Annually China's demand for coffee, in the last two years, has gone up twenty percent. This is an outstanding change from a few years ago.
So long as Starbucks stays steadfast with their global vision they will be successful in the future.
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