Starbucks and Analysis of International Market Accessing
International Market Selection – Starbucks goes global
International Strategic Marketing
Conducted by Che Thanh Quang L0228NDND0211
Date 2 – Jan - 2013
1. Introduction 2. rESEARCH AND AND ARCKNOWLEDGE FOR sTARBUCKS IN THE iNTERATIONAL MARKETS Internal factors in Foreign market selection * Personnel * Management * Customers * Capital requirements * Time and research external factors in foreign market selection * Market potential * Political environment * Legal environment * Economic and culture environment 3. Conclusion 4. REFERENCES
1. Introduction
Everyday, people in the world go to Starbucks’s coffee shop to take their cup of coffee. Despite the overpriced a cup of coffee, people still enjoy their coffee every day across the world. Simply, Starbucks offered the unique space and taste for consumers with a professional assists from their helpful employees in any problem or trouble in a friendly way. People believe in Starbucks for what it represents symbol that comes with the quality of each product they serve. Although, there are numerous competitors which they are similar to Starbucks’s business, its strategy and structure bring to it the success and eventually it becomes the good model to follow, due to its national and global success.
By searching and analysis of the coffee retail industry and Starbuck’s situation, the researcher determined how the company can be successful as multinational corporation in the world even though the competitive economic times. And they examined where Starbucks takes position in coffee industry with its strategies. Especially, the thing which is important is how they choose and give decision to get access a international market and which factor they should concentrate to keep on the way. The last thing that is discussed is the strategic recommendations for Starbucks, and how to go about implementing those impacts to apply in real
International Strategic Marketing
Conducted by Che Thanh Quang L0228NDND0211
Date 2 – Jan - 2013
1. Introduction 2. rESEARCH AND AND ARCKNOWLEDGE FOR sTARBUCKS IN THE iNTERATIONAL MARKETS Internal factors in Foreign market selection * Personnel * Management * Customers * Capital requirements * Time and research external factors in foreign market selection * Market potential * Political environment * Legal environment * Economic and culture environment 3. Conclusion 4. REFERENCES
1. Introduction
Everyday, people in the world go to Starbucks’s coffee shop to take their cup of coffee. Despite the overpriced a cup of coffee, people still enjoy their coffee every day across the world. Simply, Starbucks offered the unique space and taste for consumers with a professional assists from their helpful employees in any problem or trouble in a friendly way. People believe in Starbucks for what it represents symbol that comes with the quality of each product they serve. Although, there are numerous competitors which they are similar to Starbucks’s business, its strategy and structure bring to it the success and eventually it becomes the good model to follow, due to its national and global success.
By searching and analysis of the coffee retail industry and Starbuck’s situation, the researcher determined how the company can be successful as multinational corporation in the world even though the competitive economic times. And they examined where Starbucks takes position in coffee industry with its strategies. Especially, the thing which is important is how they choose and give decision to get access a international market and which factor they should concentrate to keep on the way. The last thing that is discussed is the strategic recommendations for Starbucks, and how to go about implementing those impacts to apply in real
References: International Management: Managing across Borders and Cultures”, 5th Edition, International Edition, Pearson Education International, 2006, pp. 323-330. Aaker, D. A. (2001) Strategic Market Management. 6th ed. New Jersey, John Wiley & Sons, Inc. Keegan, W. J. & Schlegelmilch, B. B. (2001) Global Marketing Management - A European Perspective. Harlow, Pearson Education Limited. Chetty, C. & Campbell-Hunt, C. (2004) A strategic approach to internationalisation: a traditional versus a "born-global" approach. Journal of International Marketing, 12(1), pp. 57-79. Oviatt, B. M. & McDougall, P. P. (1995) Global start-ups: entrepreneurs on a worldwide stage. Academy of Management Executive Cateora, P Kumar, V., Stam, A. & Joachimsthaler, E. A. (1994) An interactive multicriteria approach to identifying potential foreign markets. Journal of International Marketing. Kobrin, S. J. (1979) Political risk: a review and consideration. Journal of International Business Studies Pan Y