-Marketing Environment/Consumer Behavior in Italy (International Business) - Term Paper Example

Only on StudentShare

Extract of sample
-Marketing Environment/Consumer Behavior in Italy (International Business)

Having a good brand name is not enough to make Starbucks Coffee successful in terms of profitability in countries outside the United States.
The first few Starbucks International retail stores opened in Tokyo back in 1996; U.K. market in 1998; London and Manhattan in November 2005. (Mercer, 2005) Starbucks was able to penetrate the U.K. market through the acquisition of roughly 60 Seattle Coffee Company outlets and re-branding the stores as Starbucks. In September 14, 2006, Diedrich Coffee, the rival of Starbucks Coffee announced selling 40 of its company-owned retail stores to Starbucks. (Juice Caster, 2006; Breitbart.Com, 2006) Despite the company’s aggressive behavior in terms of its expansion in the global market, Starbucks is not present in the Italian market.
Aiming to give the readers a better understanding of the subject matter, the origin of Starbucks will be provided followed by discussing the company’s product-line, the importance of knowing the basic marketing concept and the cultural analysis on international marketing. Upon analyzing the market environment of coffee retailing industry in Italy, some of the most controversial environmental and marketing factors that made Starbucks unable to penetrate the Italian market including the consumer behavior of Italian coffee drinkers will be thoroughly discussed.
The establishment of Starbucks Coffee that we see in the market today originated in Italy. Back in the early 1980s, Howard Schultz visited Milan’s espresso bars which gave him the idea of the coffee market potential in the United States (Starbucks, 2009a).
Although Starbucks was able to adopt some of the Italian culture, the company had no choice but to redesign the whole coffee experience based on the preferences of the U.S. target consumers. The cultural differences between the U.S. and Italian market is probably one of the main reasons ...
Download paper


Since mid-1980s, Howard Schultz has been successful upon introducing a variety of high-grade coffee such as latte, mochas, espresso drinks, and Frappuccino ® ice blended coffee throughout the U.S. market (Starbucks, 2009). After 20 years of introducing Starbucks Coffee in the…
Author : lockmancody

Related Essays

audit of international fashion marketing
Concomitant with the above stated, it is further important to emphasise that South Korea has been recognized for its economic expansion, which was in a shorter period of time than any other country in modem history (Holstein & Nakarmi, 1995). While economic growth was stalled by the onset of the Asian Financial Crisis, S. Korea has since recovered. It reported GDP growth of 8.8 percent in 2000 and 2.7 percent in 2001 (Bureau of Economic and Business Affairs, 2002, pp.1-3). Despite Korea's current economic fluctuation, it is still a major Western export market. In 2001, Korea was the eighth...
11 pages (2761 words) Essay
Korean OEM Suppliers: International Business Management Strategy
This study aims to identify the factors responsible for the success of the successful organization in the global market place with a special focus to the leadership and the strategies adopted in order to bring changes in the organization culture and structure.
4 pages (1004 words) Essay
Cultural Impact on International Marketing
Marketers aiming to make a feasible incursion into target the global markets are facing the daunting challenge posed by several variances in culture which in some instances have led to their business failure. This dissertation is in essence zeroing in on the dynamics and variety of cultural challenges that French firms face in their attempt to make meaningful strides into the Italian market. The paper will present an analysis of the disparities and similarities between Italian and French culture and explore the challenges and merits that these present to marketers seeking to introduce French...
90 pages (22590 words) Essay
international business
For many companies, including middle-size enterprises, international sales provide additional profits and are all that enable some companies to make any profits at all. International expansion is one of the best methods to sustain strong market position and increase sales. All the Disney theme parks are united by a common approach which distinguishes them from conventional amusement parks. The share prospectus for Euro Disneyland provides a good account of their thinking. The expansion of Euro Disney to Eastern Europe proposes great opportunities for Disney Corporation to enter a new market...
12 pages (3012 words) Essay
Consumer Behavior - Marketing
They were chosen as my subjects since they bought a high-involvement product which is a laptop . It is considered a high-involvement product since it is quite expensive and would be used for a long period. At the beginning, it was quite hard to look for these two subjects since many people buy different types of high-involvement products. Fortunately, some friends helped me out in finding two subjects who bought different brands of laptop some months ago. The profile of the subjects vary greatly, nevertheless, they are typical consumers since they go through a lot of painful decision-making...
4 pages (1004 words) Assignment
International Marketing Environment
Surplus balance of payments can be maintained only when the total exports of goods and services exceed the total imports of goods and services. Exports bring foreign currency to a country and this in turn can be used for making payments to importers. Government in each and every nation support exporters by arranging extensive loans and subsidies whereas impose restrictions on importing such as tariffs, quotas and embargoes.
4 pages (1004 words) Essay
international marketing environment
Thus, governments play a highly influential role in promoting, restricting and regulating import and export of the goods. In a way, government interventions cause a tremendous impact on the firms marketing the goods internationally (Vorton, 2010).
4 pages (1004 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!