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How Starbucks Enter Into the Hong Kong Market

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How Starbucks Enter Into the Hong Kong Market
International Marketing Written Report

1

Starbucks – A Coffee Kingdom How it comes to enter into the Hong Kong market?

Content
Introduction ......................................................................................................................................... 1 An introduction of Starbucks .............................................................................................................. 2 History.......................................................................................................................................... 2 Products and services .................................................................................................................. 2 Expansion abroad ........................................................................................................................ 3 Starbucks in Hong Kong............................................................................................................... 3 Global marketing environment ........................................................................................................... 4 Industry and competitive analysis .............................................................................................. 4 PEST analysis................................................................................................................................ 4 Generic competitive strategy...................................................................................................... 6 SWOT analysis...................................................................................................................................... 8 Strengths ...................................................................................................................................... 8 Weaknesses ................................................................................................................................. 9 Opportunities


References: Starbucks in Hong Kong [Online] Available from: http://www.starbucks.com.hk/en-US/ (last assessed on 10/04/2012) 10
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