Starbucks Entering into the Colombian Market - Expatriate Preperation

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We simulated alongside the current news of Starbucks expanding into the Colombian coffee market and the necessary preparation for the expatriates to be sent there as well as the repatriation.

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  • http://www.gotoworkone.com/home/index.asp?page=91
  • http://www.assignmentpoint.com/business/human-resource-management/employee-training-and-development.html
  • http://www.emeraldinsight.com/case_studies.htm/case_studies.htm?articleid=1575546&show=html&PHPSESSID=in291uolavj5oge8tr01j0jpl5
  • Wikipedia http://en.wikipedia.org/wiki/RepatriationDavid C Martin - http://search.proquest.com.ezproxy1.lib.asu.edu/textgraphic/233230685/TextPlusGraphics/1?accountid=4485
  • http://www.aumethodists.org/faith-questions/
  • Starbucks Entering into the Colombian Market - Expatriate Preperation

    1. 1. Starbucks in Bogota Presented by: Krystal Aguilar, Ashley Chennault, Chiho Nakayama, Brianna Stock, Philip Wall
    2. 2. Inspire and nurture the human spirit
    3. 3. one person, one cup and one neighborhood at a time.
    4. 4. Colombia Capital city is Bogota
    5. 5. Colombia • The official language – Spanish • 95% are Roman Catholics • Hierarchical society • The society and power structure
    6. 6. Framework - Geert Hofstede Analysis • Power distance • Low individualism • Masculinity • Uncertainty avoidance
    7. 7. Relationship Building • Establishing trust • High context • Avoid confrontation – lose face
    8. 8. Sending Expatriates to Bogota • World’s third largest coffee producer & exporter. • Has already been successful in more than 650 stores throughout Latin America. • Recently signed a three million dollar contract with U.S Agency for International Development in hopes to boost coffee yields in Bogota & help stabilize their economy. • “Sell Colombian coffee in Colombia” – Craig Russell – Senior Vice President of Starbucks
    9. 9. Cultural Differences Colombia • Terrorist organization, the Gerilla Group. • Highly resistant to change, already accustom to Juan Valdez Café. United States • Relatively stable government. • Population flocks to the nearest Starbucks.
    10. 10. Selecting Expatriates • Multiple Interviews – Expats family • Group Interview – Previous expats • Observation method – Communication skills – Effectiveness of enculturation into Colombia • Written Tests – Cultural Toughness
    11. 11. Training & Preparation • Foreign language training – Jargon – Patience – Speed of speaker • • • • • Cultural briefings Cases (real life scenarios) Role-playing Culture Assimilator Field Experiences
    12. 12. The Four Phases of Repatriation • Repatriation from the host country is often the “forgotten” phase of the expatriation cycle • A 4-phase approach: 1. 2. 3. 4. Prior to Expatriation During Expatriation Before Repatriation Repatriation
    13. 13. Phase 1- Before Expatriation 1. Pre-departure briefings on what to expect during repatriation - Implement a formal and thoughtful process to repatriate from day one. Recognizes it is critical that the Expatriate understands the purpose of the assignment – before leaving. 2. Career planning sessions 3. Guarantee/agreement outlining the type of position expatriates will be placed in upon repatriation. Ensure that the expatriate does not have “unrealistic expectations” of a promotion upon their return.
    14. 14. Phase 2- During Expatriation 4. Mentoring programs while on assignment designate a “high-quality” sponsor for the expatriates. 5. Continuous communications with the home office
    15. 15. Phase 3- Prior to Repatriation 6. Lifestyle assistance and counseling on changes likely to occur in expatriates’ lifestyles upon return 7. Communications with the home office about the details of the repatriation process 8. Reorientation program about the changes in the company
    16. 16. Phase 4- Repatriation 9. Repatriation training seminars on the emotional response following repatriation 10. Financial counseling and financial/tax assistance 11. Visible signs that the company values international experience
    17. 17. Questions?

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