Case Study: Starbucks-Going Global Fast

Case Study: Starbucks-Going Global Fast Essay example
College
Essay
Marketing
Pages 3 (753 words)
Download 0
There are various uncontrollable elements in the environment that may have been experienced by Starbucks when they entered the global arena. These uncontrollable factors include changes in cultural, political as well as economic spheres of foreign nations. …

Introduction

For example, if the company decides to operate in the region of France then it will have to work in compliance with the generous benefits offered to the employees of the region, and they will even have to consider the arcane regulation. Similarly it will have to compete with the coffee outlets that are already operating in international markets such as Italy where outlets offer food along with coffee, and this is one area where the organization is still struggling.
The controllable factors that might be experienced by the organization due to its global operation include the price of the product. The company sells coffee at high prices, and if they operate in international regions such as Italy, they will have to control their prices keeping in mind the prices of coffee in these regions. The company can not only rely on its offering of coffee, it will have to expand its menu to attract individuals in different regions.
Three issues that the organization experienced in its host nation of the USA include the saturation of the markets, the loss of customers, and the cooperation with local organizations. Starbucks spread all over the USA at a very fast pace, and within a small period of time it was all over the USA, and, thus, they are experiencing saturation in the USA. The number of outlets providing coffee increased which resulted in an increase of competition for Starbucks. Lastly, the company cannot operate in an independent manner in other nations and needs to get into a partnership with local companies. The organization can solve the issue of saturation by expanding in different markets, and they can elevate the quality of their offerings by keeping the employees satisfied. ...
Download paper
Not exactly what you need?

Related papers

Starbucks Coffee and Its Target Audience
According to the Italian tradition coffee houses are like a place for conversation and that provides the customers with a sense of community. From the very beginning Starbucks has been a very different company. The company has not only celebrated the coffee and rich tradition but also successfully brought a feeling of connection. The company endeavors to bring an exceptional experience to the…
Market Analysis of Starbucks
Its expansion has been based on foreign direct investment and also acquisitions of rival coffee houses. Starbucks’ success from the late 1990s onward has been to its dedication in providing consumers with a gourmet coffee experience, a means of differentiating the company and also establishing pricing that was higher than industry norms per cup of its products. This high pricing model is…
starbucks
The next portion of the essay will describe theoretical background of marketing concepts. Marketing Concepts Research scholars such as Burrow (2011), Sandhusen (2000), and Mercer (1996) have stated that organizations need to decide marketing strategy in terms of marketing mix, segmentation and target market, in order to become successful in competitive business environment. Kotler et al (2009)…
Starbucks
Furthermore, the report provides a discussion of the marketing mix and possible strategies that should be employed in order to ensure that the launch of a new organic product line by Starbucks in the UK is successful. Table of Contents Executive Summary 2 1.Introduction 3 2. Situation Analysis 4 2.1 PESTLE Analysis 5 The rise of health conscious consumers in the UK means that the organic food…
STARBUCKS
10 Evaluation of the Effectiveness of the Investment 10 Conclusion 12 References 13 Bibliography 15 Introduction In 1971, Jerry Baldwin, Gordon Bowker and Zev Siegal start up a coffee store in Washington in the heart of Seattle’s Pike marketplace. During 1987, Mr. Schultz purchased the store and started expansion of the business outside the Pacific Northwest and Chicago. In 1993 Starbucks…
Project (Starbucks corporation) final
From the year 1971 to 1976, Starbucks was at Western Avenue. After the company moved to 1912 Pike Place there has been no relocations. The company used to sell roasted Coffee. In the initial days the company was not selling any brew coffee. During the mid 1980s the company cashed in the opportunity to purchase Peets. However, during this time the company sales begun to fall. At that point of time,…
Starbucks - International Business
Although, previous researchers like Roby (2011) conducted research on international expansion strategy of Starbucks but these researcher focused more on marketing aspects of international expansion strategy of iconic coffee retailer but strategic dimensions of Starbuck’s international expansion remain scarcely discussed by scholars. In order to fulfil scarcity of research regarding strategic…