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Foreign market entry and its implication (Starbucks case study) - Essay Example
Pages 10 (2510 words)
mARKETING Foreign market entry and its implication Starbucks case study Author [Pick the date] Contents Executive Summary 3 Introduction/Company Background 4 Market entry 5 Application of the Marketing Mix 7 Distribution 10 Conclusion and recommendations 12 Executive Summary Starbucks is a coffee chain that has operated successfully for the last few decades…
In particular, the paper looks at Joint Ventures as an example of the company’s market entry into Spain, and its marketing implications. Generally, the company applies market entry modes and marketing mix to build its brand appeal as well as create a unique product appeal and customer loyalty. These choices have long-term implications in the success of the company. Introduction/Company Background Starbucks Corporation is an international company that deals with coffee products, with its headquarters based in Seattle Washington, America. During its commencement in 1971, the company was a retailer and a local coffee roaster; but it has since stretched out swiftly. It has Italian-style coffeehouse chain and it is the world’s largest coffeehouse company, with presence in more than 60 countries and more than 20,000 stores (Starbucks Corporation 2011). It deals with coffee beans, salads, hot and cold drinks, hot and cold sandwiches, snacks, mugs and tumblers, and sweet pastries. In addition, Starbucks distributes some of its brand through grocery stores, including coffee and ice cream. Its other products include markets films, music, and books through the Hear Music and the Starbucks Entertainment division. Scores of the company’s products are either location specific or seasonal. ...
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