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Coffee Culture Comes to coffee_growers.

1 Do coffee growers have a culture of drinking coffee? Where is coffee grown and who sells coffee around the world? Starbucks
In Chile, they prefer tea to coffee and instant rather than freshly
brewed
. In Argentina, by contrast, breakfast is with a
frothy
cappuccino, a heart-starting espresso, or a caffe latte. In Brazil, after-dinner coffee is served free at any self-respecting restaurant.
2
That Latin America is not one great homogeneous culture often surprises travellers. However, even the most
subtle
differences in the consumer profile of a Columbian and a Venezuelan will not have been lost on Starbucks, one of the fastest-growing global brands. After searches for local partners, and a successful trial run in Mexico City, Starbucks arrived in South America. With no conventional advertising, the Seattle-based company opened stores in Lima and Santiago within 24 hours of each other. Neither Peru nor Chile has a mass-market cafe culture, although European and US-style coffee houses have been springing up in the upmarket districts of both capitals.

3
Despite this cultural peculiarity, a Starbucks survey found that Chileans on average drink only 150 cups of coffee a year, compared with 345 in the US and more than twice that number in many European countries. Of the 800g of coffee per capita bought in supermarkets and from speciality shops each year, 90% of it is instant. In Argentina, per capita
consumption
is about 4 kg a year, mostly in whole or ground coffee beans.

4
Despite
being a coffee-grower, Peru has a similar pattern of coffee consumption. The
irony
is not
lost on
Hulio Gutierrez, head of Latin America at Starbucks Coffee International. "We've been doing business in Latin America for decades," he says. "We haven't had any stores but we've been buying Latin American coffee since the beginning. Expansion will depend entirely on how long it takes to find the right partner in each of those countries. If we don't find anyone, we may think about going in ourselves" 5
Anyone who knows the Starbucks story can already visualise potential outlets in the most fashionable neighbourhoods of the region's capital cities. From a single store in Seattle's Pike Place Market in 1971, Starbucks today owns 3907 stores in North America and licences a further 1378. They also own 437 and
franchise
1180 outlets in the rest of the world. It first expanded from its home market to Japan in 1996 and is now present in more than 30 countries. Last year alone, the Starbucks' living-room-in-a-coffee-house format was introduced to Mexico, Germany, Spain, Austria, Puerto Rico, Greece, Oman, Indonesia and China. Starbucks "corners", or mini-outlets, are found in airline offices, sports stadiums, airports, hotels and bookshops. Copy-cat coffee-bar chains have emerged, only to be swallowed by Starbucks or forced to merge with competitors. Fortune and fame, however, have not come without their critics. Some analysts say the company was forced to globalise because it had saturated its home market. Others say the Japanese experience has not been a happy one. Security concerns forced the company to retreat from Israel, and the anti-globalisation movement now has Starbucks stores on its
hit list
. 6
In
aspiring
societies such as Chile and Mexico, American companies are generally well-regarded and any novelty from abroad is guaranteed to
arouse
curiosity
. Both the Lima and Santiago Starbucks stores have been packed since opening their doors, and the company has rolled out 15 stores in Mexico City since launching its first - cleverly located beside the US embassy a year ago. Roman Perez-Miranda, head of Latin America for Interbrand, agrees. "Mexico is the closest Latin America gets to the US, both geographically and culturally. It was an obvious starting point for Starbucks in the region."
starbuck
7
People in this country would rather drink tea than coffee.
In this country coffee is usually free after dinner in restaurants.
In this country people drink 345 cups of coffee a year.
In this country people drink 4kg of whole or ground coffer beans per year.
The first overseas market that Starbucks entered was
8

Which word doesn't join with the first highlighted word to make a compound noun?

  1. Marketing
    1. campaign
    2. budget
    3. leader
      Image
    4. strategy
  2. Market
    1. market
      research
    2. market
      survey
    3. check
      Image
    4. market
      sector
  3. product
    1. market
      Image
    2. product
      range
    3. product
      features
    4. product
      manager
  4. Advertising
    1. advertising
      campaign
    2. advertising
      agency
    3. advertising
      slogan
    4. exchange
      Image
  5. Brand
    1. brand
      awareness
    2. brand
      loyalty
    3. brand
      image
    4. contract
      Image
  6. Sales
    1. sales
      figures
    2. conditions
      Image
    3. sales
      forcast
    4. sales
      targets
  7. Price
    1. promotion
      Image
    2. Price
      rise
    3. product
      price
    4. Price
      range
9

Reorder these words to make a noun phrase.

  1. impressive figures sales really
    really impressive sales figures
  2. department new public relations
    new public relations department
  3. highly research market ambitious program
    highly ambitious market research program
  4. overseas expanding operations
    expanding operations overseas
  5. rapidly sheet balance improving
    rapidly improving balance sheet
  6. extremely rate exchange volatile
    extremely volatile exchange rate
  7. highly marketing report confidential
    highly confidential marketing report




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