Mao Fujikawa
Class of 2026Shinagawa, Tokyo
About
Projects
- "How does Starbucks adapt its marketing and business strategies to local cultures in Turkey, Japan, and the United States?" with mentor Jaramogi (Working project)
Project Portfolio
How does Starbucks adapt its marketing and business strategies to local cultures in Turkey, Japan, and the United States?
Started June 16, 2025
Abstract or project description
Starbucks is a global coffee company known for its ability to blend a consistent brand image with local cultural adaptations. As it expands across diverse markets, Starbucks must adjust its products, store design, and marketing strategies to meet the expectations of local consumers. This research explores how Starbucks changed its way to sell its products in three different countries: Turkey, Japan, and the United States, in Each with its own unique culture, coffee traditions, and consumer behaviors. By researching how Starbucks modifies and adjust its menu, products, and customer experience in each country, this project will show how international businesses succeed by balancing global consistency with local customization.