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Marketing Strategies Used by Starbucks in Turkey
Drinking coffee in Turkey has long been a way of life, and the Turkish people in general and men in particular savor the social time they spend with their friends in coffee shops across the country. It is not surprising, then, that Turkey appeared on Starbucks marketing radar nearly 20 years ago, and this company has experienced sustained success in growing this market since that time. Nevertheless, Starbucks is still faced with many of the same types of marketing challenges as well as some new ones as it seeks to expand its business in this Middle Eastern country even further. To this end, the purpose of this paper is to provide an assessment concerning how well Starbucks has performed in Turkey over the past 2 decades as well as to identify the companys core, actual and augmented product benefits offered in Turkey today. In addition, a description of Starbucks marketing strategy in the Turkish market is followed by an analysis of the growth opportunities that are available to managers in this country. Further, based on the finding that emerge from the foregoing research, several marketing recommendations are provided concerning how Starbucks in Turkey can sustain and improve its future sales growth while remaining competitive at present. Finally, a summary of the research and important findings concerning the future potential for Starbucks in Turkey are presented in the papers conclusion.
Has Starbucks has done well in Turkey? What are some of the common growth drivers in terms of consumer characteristics, market characteristics, and entry strategies across USA and Turkey that might account...
Depending on the unique characteristics of its target destinations, Starbucks has used three different international entry strategies, joint-venture, wholly-owned subsidiary and licensing, to grow its business in the Turkish market: (Linnskog 2008).
Some indication of this success can be readily discerned from the fact that Starbucks recently opened its 500th store in Turkey, the Narmanli Han, with a traditional ambience. In this regard, the company reports that, Epitomizing Starbucks [sic] continued growth in the region, the unique store design combines historic architecture with the familiarity and sense of community the Starbucks Experience is known for (Starbucks surpasses 500 stores in Turkey 2). This sense of community has been central to Starbucks continued success in the Turkish market.
Core, actual and augmented product benefits offered by Starbucks in Turkey
Although traditional Turkish coffee is consumed in great quantities across the country today, some consumers still prefer the smoother tastes of the coffees and other beverages that are served at Starbucks. Moreover, Turkish coffee is typically served in comparatively small cups which offer just a few ounces of the beverage. In this regard, Taviloglu (2021) reports that, Turkish coffee is like a rough version of espresso. Each cup is prepared individually in a small hand-held kettle and served in elegant little cups and saucers (6).
Is Starbucks using a standardization, localization or hybrid marketing strategy in Turkey?
The marketing strategy used by Starbucks in Turkey to date can best be described as a hybrid approach that combines the companys standardized marketing strategies that are specifically tailored to the Turkish market. For instance, according to the case study, When entering a new city,…
Works Cited
Linnskog, Leif (2008, June 3). “Entry Modes of Starbucks.” School of Sustainable Development of Society and Technology. [online] available: https://www.diva-portal.org/smash/get/ diva2:121498/FULLTEXT01.pdf.
“Starbucks Turkey.”
“Starbucks surpasses 500 stores in Turkey.” (2020). Starbucks. [online] available: https:// stories.starbucks.com/emea/stories/2020/starbucks-surpasses-500-stores-in-turkey/.
Tavilaglu, Elizabeth. (2021, June 9). Turkish Tea and Coffee Culture.” The Spruce Eats. [online] available: https://www.thespruceeats.com/turkish-tea-and-coffee-culture-3274135
“Turkey population.” (2021). CIA World Factbook. [online] available: https://www.cia.gov/the-world-factbook/countries/turkey/#people-and-society.
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