Its business alliances have succeeded because of the past encounter and uncompromising principles of Starbucks. When Starbucks created a licensing contract with Kraft Foods, Inc., it permitted Kraft Foods to begin to make Starbucks' items available in grocery markets, and now because of that attempt their items are available all over Northern U.S. And even the United Kingdom. If Starbucks did not have the primary features of what it is looking for in an alliance, it might not have been as effective in its collaboration with Kraft Foods or any other partner. Starbucks was willing to think about the good and bad in the possible collaboration and choose on whether or not the collaboration would benefit its organization (Davidson & Fielden, 2013). If Kraft Foods, Inc. did not have the same corporate perspective and objectives that Starbucks had, Starbucks would not have engaged in business with them. Starbucks has been effective in developing cross-border collaboration; therefore, it was able to grow and expand efficiently as an organization. Recommendations

One way that Starbucks can be successful as an organization is by diversifying its product platform and providing prices that are more economical for clients. Starbucks is known for top quality teas, coffee and light snacks, but it does not offer anything of more substance. Trends are always changing just like fashion or hairstyles in Hollywood. Starbucks has made a lot of money as an organization, but that could also change if it is only a simple high-class trend. In the occasion of another economic downturn, Starbucks' top quality coffee is not something that most people will find as a need in comparison to house or car expenses.

During the last economic downturn, Starbucks' stock took a significant hit, and it is just now getting to where it was in 2007. Starbucks has a great platform in the UU but it significantly exceeds the platform that it has throughout the world. Thus, it needs to put...

It can also add more shops in the countries it is already doing business. Starbucks has over 50% of its earnings all coming from only one market the U.S. (Harrison, 2004). Therefore, it makes it difficult to recover when that one market starts to do badly. Although Starbucks needs to invest more in overseas nations, it still has to be cautious about the cultural differences and social norms in all its markets. The company should always prioritize the concept of enhancing client satisfaction through quality service delivery. Whereas it must appreciate the challenges that clients are facing in relation to hard economic times, the company must not forget its primary goal of becoming competitive and profitable.
Conclusion

By opening extra shops in its current markets, Starbucks can expand worldwide without the extra resources for research. Besides, the process will take a shorter time and will be less costly. This will also give them cultural benefits in starting the new shops because they are already acquainted with the practices and customs of their target market. Starbucks has a powerful worldwide business structure. However, it still has to proceed developing its objectives and goals. The company must always sustain its expansionary strategies: it is important to keep its objectives in mind so that any possible hurdles can be overcome.