International Management Essay Example | Topics and Well Written Essays - 500 words - 2

International Management - Essay Example Given the fact that the company has somehow been left behind, in terms of revenue, by the various cafà ©Ã¢â‚¬â„¢s in the market which are offering almost the same products at much lower prices. The author also showed that the company Starbucks must be able to reenergize, not only in the way it does business in the market, but also with their everyday business with people who comes into its coffee shops. The author stated that the coffee business is a crowded playing field in the sense that many food chains like McDonald’s and Dunkin Donuts (companies which don’t include coffees in their menus before) are now creating and selling their own posh coffee creations. Another reason for the need to reenergize the company is its declining reputation. According to the survey conducted by Schultz â€Å"the Starbucks experience has been significantly downgraded as a consequence of its rapid expansion.† The once hip vibe turned into â€Å"disparate markets,† even if compared amongst the Starbucks chain of coffee shops. Starbucks company should also focus on the way the company is connecting with its customers on a day to day basis. This entails the catering of coffee drinkers at the different times of day. It is also noticeable how high-tech Starbucks stores have been; but in some cases, the store must also give importance on creating an atmosphere conducive to fostering human interactions. The company’s strength lies in the fact that is a pioneer coffee shop in the industry. It has already established a name and a reputation amongst coffee drinkers as offering the best coffee concoction in the business. Experience is also one of the company’s strengths. As it had been in business for so many years, the company somehow knows the coffee market. In putting the phrase â€Å"refocus on the experience† on a different context, Starbuck company could reevaluate the years with which they have operated and compare it with