International Enterpreneurship &

Going Global
Kelompok 9 :
Kevin M
Sigit
Desnia
 International Entrepreneurship

● Strategi bisnis yang jangkauan-nya sampai

melewati batas negaranya sendiri.
 Considerations

● Strategic plan in going global

● Options available / Motivations
● Barriers / Challenges
Case Study - Starbucks
 History

1971 Starbucks opens first store in Seattle’s Pike Place Market by Jerry Baldwin, Zev
Siegl, dan Gordon Bowker

1982 Howard Schultz joins Starbucks as director of retail operations and marketing .
Starbucks begins providing coffee to fine restaurants and espresso bars.

1983 Howard travels to Italy, where he’s impressed with the popularity of espresso
bars in Milan.He sees the potential to develop asimilar coffee house culture in
Seattle.

1984 Howard convinces the founders of Starbucks to test the coffee house concept in
downtown Seattle, where the first Starbucks® Caffè Latte is served. This
successful experiment is the genesis for a company that Schultz founds in1985.
 History

1985 Howard founds Il Giornale, offering brewed coffee and espresso beverages
made from Starbucks® coffee beans.

1987 Il Giornale acquires Starbucks assets with the backing of local investors and
changes its name to Starbucks Corporation. Opens in Chicago and Vancouver,
Canada.

1988 Offers full health benefits to eligible full-time and part‐time employees.

1989 Total stores:55

 History

1990 Starbucks expands headquarters in Seattle.

1991 Becomes the first privately owned U.S. company to offer a stock option program
that includes part‐time employees. Opens first licensed airport store at
Seattle’s Sea‐Tac International Airport.

1992 Completes initial public offering (IPO), with common stock being traded on the
NASDAQ National Market under the trading symbol SBUX.

1993 Opens roasting plant in Kent,Wash.

 History

1994 Total stores : 425

1995 Begins serving Frappuccino® blended beverages. Introduces Starbucks®

super‐premium ice cream. Announces secondtwo‐for‐onestocksplit. Opens
roasting facility in York, Pa.

1996 Begins selling bottled Frappuccino® coffee drink through North American
Coffee Partnership(Starbucks and Pepsi‐Cola North America).
Opens stores in : Japan(first store outside of North America) and Singapore.

1997 Establishes The Starbucks Foundation, benefiting local literacy programs.

Opens stores in: the Philippines.
 History

1998 Acquires Tazo, a tea company based in Portland, Ore. Extends the Starbucks
brand into grocery channels across the U.S. Launches Starbucks.com.
Opens stores in: Malaysia, New Zealand, Taiwan, Thailand and U.K.

1999 Partners with Conservation International to promote sustainable coffee‐growing

practices. Acquires Hear Music, a San Francisco–based music company.
Opens stores in: China, Kuwait, Lebanon and South Korea.

2000 Howard Schultz transitions to chairman and chief global strategist, Orin Smith
promoted to president and CEO. Establishes licensing agreement with Trans
Fair USA to sell Fairtrade certified coffee in U.S. and Canada.
Opens stores in: Australia, Bahrain, HongKong, Qatar, Saudi Arabia and United
Arab Emirates.
 History

2001 Introduces ethical coffee‐sourcing guidelines developed in partnership with

Conservation International.

Introduces the Starbucks Card, an innovative stored‐value card for customers to

use and reload.

Opens stores in: Austria and Switzerland.

Total stores: 4,709

 History

2002 Starbucks enters into licensing agreements with national Fair Trade
organizations to sell Fair trade certified coffee in the countries where Starbucks
does business.

Opens stores in: Germany, Greece, Indonesia, Mexico Oman, Puerto Rico and
Spain.

Total stores:5,886
 History

2003 Acquires Seattle Coffee Company, which includes Seattle’s Best Coffee and
Torrefazione Italia coffee brands.

Opens roasting facility in Carson Valley, Nev., and Amsterdam,Netherlands.

Opens stores in: Chile, Cyprus, Peru and Turkey.

Total stores: 7,225

 History

2004 Opens firstFarmerSupportCenterinSanJose,CostaRica

ReleasesRayCharles,GeniusLovesCompanyCDthrougha
collaborationwithConcordRecords.

IntroducesStarbucksCoffeeMasterProgram.

Opens stores in:France.

Total stores:8,569
 History

2005 JimDonaldbecomespresidentandchiefexecutiveofficerto
replaceretiringOrinSmith.

AcquiresEthosWater.

Opens stores in:Bahamas,IrelandandJordan.

Total stores:10,241
 History

2006 Launches the industry’s first paper beverage cup containing post‐consumer
recycled fiber, saving more than 75,000 trees each year.

ens stores in:BrazilandEgypt.

Total stores:12,440

2007 Eliminatesallartificialtrans fatandmakes2percentmilk

thenewstandardforespressobeverages inallU.S. storesas partof
commitmenttohealthandwellness.

Opens stores in:RomaniaandRussia.

Total stores:15,011
 History

2008 ChairmanHowardSchultz returnsas chiefexecutive officer.

AcquiresCoffeeEquipmentCompanyanditsClover® brewingsystem.

LaunchesMyStarbucks Idea,Starbucks firstonline community.

LaunchesPikePlaceRoastTM**,whichquicklybecomes Starbucks
top‐sellingcoffee.

Opens stores in:Argentina,Bulgaria,CzechRepublicand Portugal.

Total stores:16,680
 History

2009 LaunchesStarbucksVIA™ReadyBrewCoffee

OpensEastAfricaFarmerSupportCenterinKigali,Rwanda.
Starbuckspartnerswith(RED)™tohelpsavelives inAfrica.

Starbucksnamedonofthemostengagedbrandinsocial
media.LaunchesmyStarbucksandStarbucksCardiPhone
appsandStarbucksCardMobilepayment.

Opens stores in:PolandandAruba.

Total stores: 16,635

 History

2010 Expands digital offerings for customers with free unlimitedWi‐Fi, Starbucks
Digital Network inU.S. stores.

Seattle’s Best Coffee reinvents business strategy to extend brand’s reach

Announces firstAsiaFarmerSupportCenterinYunnan Province,China.

Opens stores in:HungaryandElSalvador

Total stores:16,858
 Visi

“Menjadikan Starbucks Coffee sebagai perusahaan

utama untuk menyediakan kopi-kopi dengan kualitas
terbaik dunia dengan tetap mempertahankan prinsip-
prinsip seiring dengan perkembangan perusahaan.”
 Misi

● Menciptakan budaya penuh kehangatan dan

perhatian, dimana semua orang akan merasa di terima
dengan baik.

● Berjuang dengan penuh keberanian, selalu mencari

cara baru untuk mengembangkan perusahaan dan
satu sama lain
 Misi

● Berhubungan dengan customer secara transparan dan

penuh hormat

● Selalu memberikan yang terbaik dan bertanggung

jawab atas segala hasil yang terjadi
 Products

● Coffee (blended / original)

 Products

● Handcrafted Beverages (fresh brewed, espresso,

frappucino, smoothies, teas, etc)
 Products

● Merchandise (Starbucks mug, tumblr, etc)

 Products

● Fresh Foods (baked pastries, sandwhices, salad, etc)

 Starbucks In Japan - Strategy

● Starbucks menandatangani perjanjian internasional

untuk joint venture dengan SAZABY Inc.

● Joint venture ini melahirkan partnership dengan

sebutan Starbucks Coffee Japan, Ltd.
 Starbucks In Japan - Strategy

● Aliansi ini terbukti sangat kuat karena

memperkenalkan customer Jepang dengan
pengalaman menikmati kopi yang baru dan unik.

● Starbucks membuka toko pertamanya di pusat

perbelanjaan Ginza Pada 1996, ini merupakan toko
retail pertama Starbucks di luar Amerika
Starbucks In Japan - Motivation

● Jepang merupakan negara terbesar ketiga untuk

jumlah konsumsi kopi di dunia di bawah United States
dan Jerman

● Jepang memiliki tingkat ekonomi yang tinggi

Starbucks In Japan - Motivation

● Permintaan akan kopi di Jepang telah meningkat 2

kali lipat sejak 5 tahun terakhir

● Kualitas kopi starbucks sudah terkenal secara global

karena biji kopinya berasal dari berbagai negara
Starbucks In Japan - Challenges

● Larangan untuk merokok di starbucks akan di benci

oleh orang jepang

● Orang jepang tidak mau di lihat makan/minum di

jalanan atau tempat umum
Starbucks In Japan - Challenges

● Sewa Tempat sangat mahal di Jepang sekitar 2x lipat

di bandingkan di Seattle.

● Profit dari Bisnis di Jepang tidak akan terlihat selama

beberapa tahun karena operating costs di Jepang
sangatlah tinggi, ditambah biaya pengiriman bahan
baku dan alat-alat ke Jepang
 Starbucks In China - Strategy

● Buka bisnis pertama kali di Beijing China pada 1999

● berkolaborasi dengan President Group di Shanghai

dan Hangzhou
 Starbucks In China - Strategy

● berkolaborasi dengan Beijing Mei Da Coffee di China

bagian Utara

● menyediakan minuman dengan bahan lokal seperti

green tea
 Starbucks In China - Strategy

● Memberikan tempat dengan suasana yang nyaman

dan bersahabat
Starbucks In China - Motivation

● Jumlah potensial customer yang sangat besar

Starbucks In China - Challenges

● permintaan akan produk yang rendah

● Mereka lebih suka minum teh daripada kopi

Starbucks In Indonesia - Strategy

● Partnership dengan PT. Mitra Adi Perkasa (MAP)

pada bulan Mei tahun 2002 dengan menjual lisensi ke
PT. Sari Coffee Indonesia
○ Network sangat luas
○ Pengetahuan yang tinggi mengenai budaya
indonesia
Starbucks In Indonesia - Motivation

● Customer di indonesia tidak terlalu memandang

masalah harga

● Pertumbuhan ekonomi di Indonesia sangat pesat,

terutama di Jakarta

● Beberapa jenis biji kopi Starbucks di panen di

Indonesia
Starbucks In Indonesia - Challenges

● Kebijakan import yang rumit dan mahal

● Melatih karyawan untuk melayani customer dengan

budaya Starbucks
Starbucks In Italy Plan - Motivation

● Coffee dianggap sebagai suatu ritual di sana dan

sudah menjadi kebutuhan wajib setiap hari

● Dari Italy lah Howard Schulthz mendapatkan ide

untuk mengembangkan starbucks menjadi seperti
sekarang ini
Starbucks In Italy Plan - Challenges

● Italy sudah membuka bisnis coffee bar sejak lama

sebelum Starbucks coffee bar dibuka

● Budaya Italy minum kopi langsung di lokasi

● Mereka hanya mau meminum kopi berjenis Espresso

Starbucks In Italy Plan - Challenges

● Ada sekitar 149300 Coffee Bar di Italy dengan jumlah

penduduk hampir 61 juta, ini berarti ada 1 coffee bar
setiap 408 penduduk Italy.
Conclusions
Going Global - Considerations &
Challenges

● Orang Amerika dan Eropa memiliki peminum kopi

lebih banyak daripada orang Asia

● Cost yang dibutuhkan lebih tinggi daripada di negara

sendiri (Contoh: Jepang)
Going Global - Considerations &
Challenges

● Bahasa dan cara berkomunikasi yang berbeda

● Budaya yang berbeda

Going Global - Considerations &
Challenges

● Competitor yang menjual kopi dengan harga yang

lebih murah dan kualitas kopi yang tidak kalah
 Going Global - Motivation

● More Profit

● Competitive Pressure
 Going Global - Motivation

● Unique Services or Product

 Going Global - Entry Strategy

● Joint Ventures
● Licensing
- Thank You -
 Daftar Pustaka
● https://www.ukessays.com/essays/marketing/the-analysis-of-starbucks-
indonesia-marketing-essay.php
● https://home.kku.ac.th/michco/IM/Case%20-
%20Starbucks%20expansion%20in%20Asia.pdf
● https://www.emaze.com/@ALLRRWQO
● https://www.starbucks.com/about-us
● https://www.forbes.com/sites/helenwang/2012/08/10/five-things-starbucks-
did-to-get-china-right/#1df0015a53af
● https://www.npr.org/sections/thesalt/2017/02/28/517783805/starbucks-to-
open-in-italy-home-of-espresso-in-2018-italian-cafes-say-bring-it