Marlon U. Albrando Jr.

11 - Laurel

Starbucks is an international corporation which manufactures and sells coffee and tea worldwide.
It operates around the globe in the following continents: Americas; Europe, Middle East, and
Africa; China/Asia Pacific. The company was founded by Jerry Baldwin and Howard S. Schultz
on November 4, 1985 and is headquartered in the United States in Seattle, Washington.

One strategy Starbucks employed to ensure the right messaging on their products and services
are sent effectively across cultures worldwide is through the power of storytelling. On their
company information page (https://www.starbucks.com/about-us/company-information), they
share the humble beginnings of the company. The story starts with American businessman and
multibillionaire Howard S. Schultz, who traveled to Italy and became captivated with the
country’s coffee bars and fell in love with the coffee experience. He wanted to bring the Italian
coffeehouse tradition back to the United States. He left Starbucks for a brief period of time to
start several of his own coffee houses, but eventually, he returned to purchase Starbucks with the
financial help of local investors. Through sharing this important history of how Starbucks was
started, when one steps inside a Starbucks store from anywhere in the world and recalls the
company’s beginnings, they would easily associate and appreciate the best of the Italian
coffeehouse experience in their native country.

Another strategy Starbucks employed is having a dedicated page on their culture of inclusion
(https://www.starbucks.com/responsibility/community/diversity-and-inclusion/culture). Here
they list being in partnership with the following networks: Starbucks Access Alliance Partner,
Network, Starbucks Armed Forces Partner Network, Starbucks Black Partner Network,
Starbucks China & Asia Pacific Partner Network, Starbucks Hora Del Café Partner Network,
Starbucks Pride Alliance Partner Network, Starbucks Women’s Development Partner Network
and Starbucks India Partner Network. This highlights the company’s dedication to hiring people
across a diverse set of backgrounds, cultures and networks to best promote their products and
services. For example, The Access Alliance is for Starbucks Partners (employees), who want to
promote inclusion and integrate accessibility at Starbucks. The Women’s Development Network
is for all Starbucks partners (employees) who want to focus on professional and personal
development.The India Partner Network is for all Starbucks partners (employees) who want to
celebrate the Indian culture and support the growth of partners from India. Starbucks Partners
Alliance Partner Network they work to affect positive change and increase awareness of the
LGBTQ community within Starbucks through an equitable, dynamic and supportive
environment.Hora del Café is for all Starbucks partners (employees) who want to develop
professionally, build cultural awareness and celebrate Hispanic culture. The Starbucks Armed
Forces Network is an affinity group of Starbucks partners who support our veteran communities
by serving those who serve. Starbucks China & Asia Pacific Partner Network The CAP Partner
Network is for all Starbucks partners (employees) to nurture Asian culture & develop leaders
through lens of Starbucks China & Asia Pacific.

In conclusion, the power of storytelling their history and highlighting their culture of inclusion
are two effective and powerful intercultural communication strategies used by Starbucks, which
continues to bring in more customers to their stores worldwide looking to enjoy the best coffee
shop experience.