Business Studies Research Paper on Launching Starbucks in Amsterdam

Launching Starbucks in Amsterdam

Executive Summary

We have examined the conceivable launch of the Starbucks Espresso Organization in the Netherlands, where we attempted to join together the Starbucks’ ‘method for doing’ with the native Dutch market. Our mission accordingly is to effectively introduce while giving careful consideration with the Dutch needs and desires. Standardized Starbucks items will be utilized, for example, espresso, tea, and stock, with the exception of the baked goods, where we strive to restrict to better coordinate with the local market. The items will be premium valued, as indicated by the Starbucks policy. Thus, Starbucks will be created as a premium brand. The primary store will be opened in Amsterdam in an auspicious and prevalent location under the native society. After this we need to extend in Amsterdam and other significant urban communities in the Netherlands. The target market, and consequently the clients that will visit Starbucks Amsterdam, fit the profile of customary Starbucks clients in different urban areas. Netherlands are greatly expanded as are the Starbucks clients and hence we expect a fast acknowledgement in the Dutch business, even from potential clients who still do not know Starbucks. The monetary anticipations are optimistic, Starbucks Amsterdam anticipates a profit in its second year, and it ought to take around four years to pay off the financings and costs which will be produced in the first year.


Company Information

Since ‘02 the EMEA provincial support hub is found in Amsterdam (Westelijk Havengebied), where in ‘03 Starbucks opened their EMEA espresso heating plant. Inside Starbucks EMEA roughly 250 individuals are working in promotions, operations, plant, store network and staff divisions like IT, and HR. Starbucks is described by an exceedingly vibrant and worldwide organizational culture. Ambience is casual and all individual commitments to Starbucks achievement are esteemed and acknowledged. Starbucks offers a positive environment and amicable and supportive staff to aid clients in any inquiry or issue they may have with the espresso or administration. Individuals purchase Starbucks for what it signifies and the prestige that accompanies it. Albeit different plans of action exist, the standards and structure of Starbucks is a decent model to take after, because of its national and worldwide achievement (Aaker, 2001).

Mission and Vision

Our mission is to launch Starbucks to the Netherlands by opening a test store in Amsterdam. We will concentrate on making our Amsterdam store fruitful by adjusting to the needs of the native clients while keeping the fundamental Starbucks qualities in place. Vision is that we see a world in which we support and cultivate the human soul – To give fresh, first rate espresso and the things to serve them. In addition to making an exceptional espresso experience in our store by engaging an idealistic, solid mentality for all who come

Internal Environment

Starbucks is ceaselessly striving to offer an incredible work environment through robust administration and benefit incentives that surpass industry benchmarks. The firm has additionally made a point to contract a workforce of Different identities guaranteeing that every worker is friendly and supportive. Starbucks clients comprise primarily of clients that devour Starbucks espresso and side items inside the Starbucks business, clients that take Starbucks espresso and different items as take-away and clients that come to Starbucks for the extraordinary Starbucks stock. Initiating a reward saving framework (giving clients free espresso mugs and Starbucks espresso), which is exceptionally basic in Holland, is a pertinent device when attempting to fit the Starbucks idea with the Dutch clients and customs (Cravens, 2000). This will be fascinating to regular consumers overall consumer segments and along these lines reinforce the general Starbucks position in the Dutch market.

SWOT Analysis


  • Brand aspect: All over the world, individuals are acquainted with the American Starbucks idea. The Dutch industry is not a special case and individuals are optimistic with respect to a potential introduction of Starbucks in Holland.
  • Variety of value espressos: Starbucks main marketing point is its respectable scope of espresso and offering a comfy and pleasant climate to devour it.
  • Extended global system and community alongside close associations with its suppliers: This produces a certain level of skill concerning distinctive markets everywhere throughout the world, shopper conduct and quality anticipations.
  • Capability to modify your beverage: After requesting a drink the client has the likelihood to alter the beverage with an entire scope of extracts, aromas, sugar, cream, powders and different items. This is likewise a case of “assuming” (mixture of production and devouring), which is a purchaser exertion to take part in the creation process which in its turn produces certain connection with the item/service supplier (for this situation a connection between the client and Starbucks).


  • Self-service: It offers modest to great quality espresso against a first-rate cost. However a significant piece of service a client gets at Starbucks is really self-service. This concept is not precisely in accordance with the quality suggestion Starbucks conveys with its quality espresso and supplementary premium cost to potential clients outside and could be seen as an odd angle, particularly in Holland where certain clients segments  are seen as careful and quality requesting regarding (generally high) consumptions.


  • Giving clients a free Wi-Fi Web connection service: In Holland notwithstanding, these Wi-Fi links options are basically absent, even in Amsterdam.


  • Ethnic issue factions: Ethnic minority gatherings of youths sticking around in Amsterdam have been an issue for a couple of years now. Having these crowds in your store, shop or Starbucks locale could genuinely hurt the encounter of different clients and inevitably your reputation. Business visionaries in the significant avenues in Amsterdam (Kalverstraat and Leidsestraat) have effectively experienced these Issues.
  • Contenders replicating the Starbucks idea: Duplicating conduct and taking winning strategies has dependably been an issue for moguls. Starbucks has that sort of name and reputations and ought to have the capacity to withstand impersonating conduct by impending rivalry. An approach to do this is by making a preemptive strike and introducing Starbucks in such a distinct and distinguished path (concentrating on the creativity of the Starbucks brand and reputation) that it is barely workable for others to contend with or duplicate this entire Starbucks idea.

PEST Analysis


In this era of globalization, Netherlands being no exemption has opened the doors for overseas organizations to invest.


Netherlands is a place that is known for blended economy. Private and overseas investors consider Netherlands as a lucrative industry for business as a result of the expanding spending pattern   and purchasing power of consumers.  The rate of espresso utilization by mostly adolescents and white collar men is on the ascent not at all like numerous developed nations. These young people are interested in exploring new items and services, and put forth a lifestyle expression which can end up being an aid for advertisers. There is a concept change in the mentality and expending of folks who like to attempt new items for their family and who are making it an ongoing pattern in eating out as a recreational action.


Netherlands is well acknowledged for its social variation. One can discover exclusive pattern of inclination in clothing, drink, nourishment and lifestyle, making it complex or rather inspiring for advertisers to bring territorial altered menu. Our own is a place where variety of espresso is offered. What’s more any espresso titan who supplies the local taste can make their business gainful (Webster, 1991). Solution to achievement is in recognizing the unique inclination and tastes. As said prior the expending pattern has expanded because of the upsurge in disposable salary making the client need such invigorating encounter. Likewise the occupied lifestyle design has given today’s era little time to unwind. Therefore espresso outlets can turn into a third place from home to unwind, revive, and invest some important time with loved ones.


That being said, there is no precluding from securing the way that numerous urban communities and even residential areas have ended up IT centers, because of the BPOs and IT Industry. This suggests that adolescence today are technologically instructed and engaged. Additionally with the intrusion of online networking and systems administration, the youthful client might want to bond online while relishing some espresso. This can turn in support of these Espresso and outlets where adolescents can blend work with fun.

Competitive Environment

Massive urban towns like Amsterdam will always be stuffed with different people. Understudies, explorers, ethnic groups and business people are outlines of the mixed qualities that one can perceive in the city. This variety will continually lure a lot of associations that will compete to serve the different sorts of people. Restaurants, little bars, bistros and pubs could be described as spots where all the unique kind of people will go to, so they can drink coffee, devour snacks, have breakfast/dinner. Public places that have been stipulated here are amazingly changing and include a lot of various associations.

Entry Mode Selection

Starbucks espresso organization and Dutch company Servex, a sustenance and drink concessionaire in Dutch route stations, framed a long haul licensing contract to quicken development of Starbucks into grocery outlets in Netherlands. Starbucks’ three locales at Amsterdam’s Schiphol Airplane terminal are managed by HMSHost via a licensing assention. Starbucks felt that it was more proper for it to have exploited joint ventures and licensing so as not just to offer substantial items; espresso and cookies but additionally to convey a fine espresso society characterized by urban and exquisite aura (Gemünden, Ritter, & Walter, 1998). Through this method, Starbucks adequately has figured out how to control its fundamental skills, for example, the great espresso, quarterly worker coaching concerning client administration and store administration know-how.

International Functions                  

Most organizational functions are carried out in Amsterdam but with coordination to the head office in Seattle.

Cost/Benefit Analysis

Latest Starbucks financial statements for the organization in general were analyzed and divided these results by the quantity of stores worldwide to get ideal of average store execution. This information was utilized to foresee average transactions and expenses by trading the costs to the Euro. Thus, if the Amsterdam Starbucks would perform at an average level, this would be the outcome. Obviously this is not reasonable on the grounds that there are numerous eccentric elements that will emerge. We are opening our store, in this way, we can’t hope to execute the same way as a normal store that has been open for a few years in light of the fact that incomes are liable to be lower and we will incur a few one-time expenses connected with opening another store.


Aaker, D. A. (2001). Strategic Market Management, 6th ed., New York: John Wiley & Sons.

Cravens, D. W. (2000). Strategic Marketing. Boston: Irwin McGraw-Hill.

Gemünden, H. G., Ritter, T., & Walter, A. (1998). Relationships and Networks in International Markets Amsterdam: Elsevier Science.

Webster, F. E. Jr. (1991). Industrial Marketing Strategy, 3rd ed., New York: John Wiley & Sons.


Average Statement of Earnings

Average Starbucks Average Starbucks in €