European Marketing in Poland – Polish Markets of Starbucks Coffee
Essay Preview: European Marketing in Poland – Polish Markets of Starbucks Coffee
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Polish Markets of Coffee
Coffee shops are another quick service entity that have been booming globally. The coffeehouse segment is the fastest-growing of the dynamic culinary sector in Poland. According to horecanet.pl, a restaurant industry report, average annual revenue growth of the Polish coffeehouse market between 1997 and 2007 was estimated to be approximately 40 percent. (
Starbucks, Inc. is a well-known brand all over the world. Polish customers have been able to enjoy this companys “cup o joe” since 2009, when the first Starbucks opened its doors in Warsaw. Starbucks International set up a joint venture with a subsidiary of AmRest Coffee to run their stores in Poland. “We believe that the café market in Poland is growing faster than other segments of the HoReCa sector,” said Magdalena Frątczak, director of retail at CB Richard Ellis. (
Starbucks has always had a wide range of beverages, pastries and sandwiches to offer to their customers, so the big question stands to ask whether this company has an ethnocentric approach to internationalization. The answer is yes. If you were to walk into a Starbucks in New York City or Warsaw, you would not be able to point out any major differences. As a company, Starbucks wants to create an experience for their customers that combine their on-the-go schedule, as well as a place to relax, and this is something that customers in Poland are used to. (
The beverages that are offered at the Starbucks in Poland are made the same with the same ingredients and presented the same way. A perfect example of Starbucks being ethnocentric was when the “have it your way” Frappuccino was introduced. This allows customers to customize a frozen beverage with the amount of coffee, the type of milk, and the flavor to satisfy their standard and liking. This is an important marketing strategy to bring in more customers by showing them that you can customize any beverage and “have it your way.”
Coffeheaven is a brand new name to learn. The name is obvious, but how does this company even come close to competing with the beloved Starbucks that as stated previously, had customers waiting in lines out the door?