Starbucks’ Strategy To Enter Abu Dhabi’s Market

Starbucks’ Strategy to Get into Abu Dhabi’s Market


Starbucks will be a globally well-known organization with near to 50 many years of operation getting been incorporated because a retail store in Seattle’s Pike Place in year 1971. The organization has twigs in approximately thirty, 000 locations equally spread in numerous countries around the particular globe (Taecharungroj, 2017). Starbucks was began by three entrepreneurs who were at first learners at the particular University of San Francisco.

The trio developed plus executed the thought of cooking and retailing entire bean, ground espresso, tea, and spices or herbs. Since then, this particular organization has developed from the single store business into a global chain of over 24, 000 stores. As revealed in this paper, a SWOT analysis of Starbucks’ entry into the Abu Dhabi market demonstrates the extent of the viability of the company’s growth strategy in this new market. Continued innovation and constant growth are part of lessons learned from this company’s well-calculated international entry methods and global marketing techniques.

Improvement to Starbucks’ Existing and Potential International Expansion Plan

Starbucks utilizes a differentiation strategy of selling unique products to different segments of its market. A general principle of this strategy entails designing the company’s products with a well-researched plan of how they will be presented to customers differently and efficiently compared to competitors’ methodologies. According to Shao (2015), differentiation can be done by way of product, price, after-sale-services, user experience differentiation. Consequently, Starbucks may enhance its current global expansion plan by investing more in product innovation and research and development to succeed in Abu Dhabi. This plan is achievable through selling specialty coffee based on customers’ preferences as gathered in its social media platforms such as Twitter among other avenues (Taecharungroj, 2017).

Regarding the company’s potential expansion strategy, Starbucks may wish to integrate a client-focused marketing philosophy into its products and services. This technique considers Abu Dhabi-based potential customers’ diverse demands that differ according to their geographical locations. The strategy of continuously improving Starbucks’ commodities and its approach to penetrating new markets are viable since they have yielded results evidenced by the organization’s level of customer loyalty and presence in more than 70 countries with over 24000 branches globally (Taecharungroj, 2017). Hence, the company can deploy this possible idea in Abu Dhabi.

SWOT Analysis

Starbucks needs to do a SWOT and viability analysis on a potential market such as Abu Dhabi. According to Büyüközkan and Ilıcak (2019), a SWOT analysis will establish the strengths, limitations, prospects, and any risks it may be exposed to while operating in Abu Dhabi. In addition, a viability analysis will reveal Starbucks’ chances of success in the new market. Some of the factors it should carefully evaluate include Abu Dhabi’s economic, political, legal, cultural, and market attractiveness (Samiee & Chirapanda, 2019). These elements influence an organization’s decision to venture into any given marketplace.

In terms of strengths, Starbucks’ broad differentiation generic strategy ensures that it maintains a competitive advantage through special products and ingredients. However , a weakness associated with this technique entails the constant demand for innovation, which may not be achievable in the short term. Starbucks needs to keep improving and innovating ahead of competitors to maintain its growth. In addition, research is costly. Hence, customers are exposed to a financial risk of paying high prices to acquire Starbucks’ products. This situation threatens the company’s operations in Abu Dhabi because expensively charged products will force potential customers to seek alternative competitor items.

Nonetheless, Starbucks has an opportunity to explore ways of achieving price competitiveness through strategic sourcing and economies of scale (Samiee & Chirapanda, 2019). It can also adopt partnering with existing brands to acquire up-to-date technology that favors the production of goods and services in Abu Dhabi. To guard its intellectual property in a combined venture arrangement, Starbucks should consider adding patent and copyright laws agreements.

Major Factors to Think about in the Suggested International Expansion Plan

Starbucks owns almost all its businesses in the usa of America from the case with international operations. The business has entered in to strategic alliances via licensing and dispenses that enable this to monitor the standard of products and solutions offered by companions in overseas marketplaces. Partnerships became a fundamental element of its strategy within international markets due to political and lawful reasons. In Abu Dhabi, Starbucks should think about statutory regulations that will govern foreign companies’ operations in the particular Middle East. With regard to instance, according in order to Samiee and Chirapanda (2019), foreign businesses are likely to give up part of the particular company owners to occupants.

Starbucks ought to also emphasize the particular quality of the items by carefully choosing potential partners that will be aligned using the company’s values plus ways of performing business. Lessons discovered from Starbucks’ primary growth strategy associated with market penetration consist of its ability to increase revenue in most subsidiaries. This organization will be present in regarding 70 countries around the globe (Taecharungroj, 2017). In order to capitalize on profits and growth in these markets, it opens more company-owned or partly owned stores as a way of ensuring saturated presence, which can be embraced in Abu Dhabi as a viable strategy.

Viability of the Targeted International Expansion to Abu Dhabi

Starbucks uses market development as its growth strategy. This method is viable since it supports the scanning of new opportunities in un-entered markets such as Abu Dhabi in the Middle East. The company aims to increase its revenue by penetrating additional markets thereby widening its global network. Starbucks’ expansionist strategy has been fruitful, especially through its joint ventures, which have so far enabled it to overcome capital, political, and legal hurdles in foreign countries. Overall, this strategy has led to the organization’s global coverage, market penetration, and dominance.

Today, organizations such as Nestle, PepsiCo among others, which are equally well-performing, regard this company as an international marketing benchmark (Blanchard, 2019). They have embraced Starbucks’ idea of using the latest technologies to reinvent operations to suit their growth plans. As part of lessons learned, this strategy has enabled Starbucks to focus on its core purpose of pioneering coffee selling in a customer-oriented manner.

Starbucks also uses application as a development strategy, which entails researching to comprehend customers’ preferences as well as the feasible mechanisms for providing what the marketplace requires (Blanchard, 2019). Starbucks has carried on to add even more products to the catalog. For example, it introduced drinks in 2014 (Samiee & Chirapanda, 2019). Since the organization has maintained the brand in abroad markets by making sure that new goods and product enhancements are done in the standardized, the suggested plan to get into Abu Dhabi will be viable and feasible because customers is going to be assured of high quality and affordable products in all coffee shops, bookstores established in this particular region.


The above evaluation of Starbucks’ development strategy in worldwide markets reveals the capability of carrying out well at Abu Dhabi. The organization has managed to balance between adopting distinct marketing tactics and integrating local influences to shape the products on offer. It has also succeeded in maintaining organizational values and the vision of selling quality and affordable coffee to its customers. However, the company’s differentiation strategy may lose its effectiveness if competitors explore the latest systems to create high-quality plus better-priced items.


Blanchard, Deb. (2019). Top ten supply chains associated with 2019: Our appearance at how the particular best companies stand out at managing their own global supply stores. Industry Week, 268(4), 24-27.

Büyüközkan, G., & Ilıcak, Ö. (2019). Incorporated SWOT analysis along with multiple preference relationships. Kybernetes, 48(3), 451-470. Web.

Samiee, S., & Chirapanda, S. (2019). World marketing strategy within emerging-market exporting companies. Journal of World Marketing, 27, 20-37. Web.

Shao, X. F. (2015). Product differentiation style under sequential customer choice process. International Journal of Manufacturing Research, 53(8), 2342-2364. Web.

Taecharungroj, V. (2017). Starbucks’ marketing communications technique on Twitter. Journal of promoting Communications, 23(6), 552-571. Web.

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