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.

1. Starbucks in Bogota
Presented by: Krystal Aguilar, Ashley Chennault, Chiho Nakayama, Brianna Stock, Philip Wall

2. Inspire
and
nurture
the human spirit

3. one person,
one cup
and one neighborhood
at a time.

4. Colombia
Capital city is Bogota

5. Colombia
• The official language – Spanish
• 95% are Roman Catholics
• Hierarchical society
• The society and power structure

6. Framework - Geert Hofstede Analysis
• Power distance
• Low individualism
• Masculinity
• Uncertainty avoidance

7. Relationship Building
• Establishing trust
• High context
• Avoid confrontation – lose face

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. 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. Selecting Expatriates
• Multiple Interviews
– Expats family
• Group Interview
– Previous expats
• Observation method
– Communication skills
– Effectiveness of
enculturation into
Colombia
• Written Tests
– Cultural Toughness

11. Training & Preparation
• Foreign language training
– Jargon
– Patience
– Speed of speaker
•
•
•
•
•
Cultural briefings
Cases (real life scenarios)
Role-playing
Culture Assimilator
Field Experiences

13. 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

14. 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.

15. 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

16. 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

17. 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

18. Questions?