How Starbucks Enter Into the Hong Kong Market

Topics: Coffee, Starbucks, Marketing Pages: 19 (5996 words) Published: April 21, 2012
International Marketing Written Report

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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 .............................................................................................................................. 9 Threats ....................................................................................................................................... 10 Entry strategy..................................................................................................................................... 11 Entry to Hong Kong market – Joint Venture ............................................................................ 12 Advantages of the joint venture entry strategy ....................................................................... 12 Disadvantages of the joint venture entry strategy .................................................................. 13 Standardization vs. adaptation ......................................................................................................... 15 Standardization vs. adaptation ................................................................................................. 15 “Hong Kong style” Starbucks outlets ........................................................................................ 18 Conclusion.......................................................................................................................................... 20 References ......................................................................................................................................... 21 List of appendix ................................................................................................................................. 23

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

Introduction
Coffee-drinking becomes a habit of most people. People may drink coffee a few times a day which becomes an essential part of their life. Coffee culture is therefore gradually formed, which is defined as a social atmosphere that depends heavily on coffee...
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