Natalia Martinez
MBA 806
Dr.G
June 30th, 2025
Starbucks Turkey Case
1. Has Starbucks done well in Turkey? What are some of the common growth drivers
in terms of consumer characteristics, market characteristics, and entry strategies
across the USA and Turkey that might account for Starbucks’ success?
I would like to say yes, Starbucks has done very well in the Turkish market since its debut in 2003.
Over the span of just five years, the company was able to expand to over 100 locations across eight
different cities in Turkey. This growth spur ended up being one of the fastest growing coffeehouse
chains in the country. This comes as a result of many aspects that are like that of the Starbucks
USA trajectory.
Both the USA and Turkey have shown rapid growth in major cities, growth in the middle class,
and a significant increase in young people seeking lifestyle experiences, like what Starbucks has
to offer. In both the US and Turkey Starbucks has capitalized on the growing desire for a “third
place” outside of home and work where they can socialize and be productive. In Turkey, the market
has allowed for an increase in disposable income, more people moving into cities and an immense
demand for shopping malls mirroring the US.
Regarding entry strategies, its partnership with the Al Shaya group has provided Starbucks with
access to prime retail locations, enabling them to tailor their marketing strategy to what locals want
while also maintaining brand consistency.
2. What are the core, actual, and augmented product benefits offered by Starbucks in
Turkey?
The core product benefits for Starbucks Turkey is the experience of enjoying a high-quality coffee
in a place that is welcoming and sociable. The actual product includes things like espresso-based
drinks, Turkish coffee, food selections, modern store designs and well-trained baristas. All of these
elements reflect Starbucks global standards while also bringing some originality to each location.
The augmented product includes things like free Wi-Fi, seasonal promotions, great customer
service, all of which bring a more elevated and relatable experience to their guests and highlight
the brand's values in the competitive market.
3. Is Starbucks using a standardization, localization, or hybrid marketing strategy in
Turkey?
Starbucks Turkey combines global standards with local adaptations to create a hybrid marketing
strategy. These standardizations include the brand image, store layout, service experience for
guests, as well as product quality, all of which align with the global Starbucks identity. Likewise,
Starbucks makes sure to tailor its offerings to reflect the Turkish culture and traditions by using
Turkish coffee on the menu and choosing store locations that are reflective of the local lifestyle
and trends. All these items together allow Starbucks to maintain its brand integrity while
maintaining a good reputation with consumer desires and preferences.
4. Using the product/market expansion grid, apply the growth opportunities available
to managers in Starbucks Turkey.
Starbucks Turkey has been found to have many strategic growth plans while using the Ansoff
Matrix. In terms of market penetration, this can increase store density within cities and enhance
loyalty programs. Regarding product development, this can introduce new beverages or even local
food options in store that are specific to the Turkish culture. Market development would allow
Starbucks to expand into smaller cities and suburban areas that have a growing urban population.
Lastly, including a ready to drink Turkish coffee or even collaborating with local brands and artists
would allow for new product lines. Each of these strategies would support sustained growth while
also leveraging the Starbucks brand's strength and cultural relevance.
5. What marketing recommendations would you make to Starbucks in Turkey to help
them sustain and/or improve sales growth and remain competitive as they look
towards the future?
In order to sustain growth in Turkey, I recommend that Starbucks continue to localize items that
they offer making it more relatable to the average consumer. Starbucks should offer things like
culturally inspired drinks and food. I would also recommend expanding into smaller formats of
sale such as kiosks. This would help you reach new markets that may be in smaller areas. That
said, I think if Starbucks strengthened their engagement on social media platforms like TikTok
and Instagram, they could reach a greater audience and create more revenue. Lastly, I believe that
becoming more engaged locally would also be beneficial in resonating with more socially
conscious consumers. Following these steps would help Starbucks stay relevant and competitive
within the ever-growing Turkish market.