Mao Fujikawa

Keys to Successful International Expansion: Lessons from Starbucks in Japan, Turkey, and Brazil

Started June 16, 2025

Abstract or project description

In today's world, many companies are attempting to expand into international markets to increase sales and overcome the limitations of saturated domestic markets. Therefore, international expansion is an important strategy for companies to grow their business. However, not all companies that enter international markets achieve success, and the reasons why only a select few succeed remain poorly understood. This paper examines Starbucks, which stands out as a model of international business success, and investigates whether it achieved successful international expansion in Japan, Turkey, and Brazil through specific strategies. It is hypothesized that Starbucks' success is underpinned by three key strategies: cultural adaptation, partnerships, and ethical branding. This study analyzes data related to overseas expansion and case studies of actual actions taken by Starbucks. This research provides practical guidelines for companies seeking to build trust, strengthen their brand, and achieve sustainable growth overseas.