Starbucks has a strong image around the world. All Starbucks stores, regardless of geographic location, have large, overstuffed chairs , small bistro-type tables , and high-quality, high – priced coffee. However , while Starbucks is a successful international firm, it also illustrates the critical need to gather information and fully understand a local market . Japan is Starbucks’ largest international market with over 500 stores today. Untill2005 the firm had only been competing in Japan with classic coffee shops that the firm operates its self. Starbucks had not ventured into the $10 billion market for coffee in cans, bottles, and vending machines that exists in Japan ; most coffee in Japan is consumed in this manner, not in coffee shops or restaurants. The coffee in these settings is typically stronger than and not as sweet as U.S. coffee.