1. Starbucks international activities (introduction)
2. Swot analysis and PEST analysis to enter Britain’s market
3. explaining international competitiveness of Starbucks by trade theories(Diamond of Porter)
4. Strategies used by Starbucks to enter England (a. Generic Porter, b. B/G topology)
5. Evaluating the strategies(appropriate, inappropriate / scale of entry/ speed of entry / role of local partners / working with local partners and stakeholders/ standardization and adaptation)
6. conclusion(Key issues means the problem or challenge, aspects need to pay attention to)
Starbucks Coffee Company is the world leading brand in roasting and distributing coffee. The company owns now more than 15 000 coffee shops around the globe: it is settled in North America, Latin America, Europe, Middle-East and Asia. The diversity and depth of its offer (from smooth to extra roasted coffee, African, Arabian or Latin, and all the muffins, cookies and sandwiches) allow them to count on an international exposure that has last for many years. Growth has been paced by new store openings around the world. In 2001 the company had 3,200 retail locations in America and about 400 outlets in 17 other nations. Today Starbucks has almost 4,000 stores in 36 countries outside the U.S. (Suite101)
Starbucks decided to enter international markets by using a three pronged strategy - joint ventures, licensing and wholly owned subsidiaries [ (TermPaper) ]. In 1995, with 700 stores across the U.S. Starbucks began exploring foreign opportunities. Its first target market was Japan. After Japan, in 1998, it purchased Seattle Coffee, a British coffee chain with 60 retail stores, to establish Starbucks chain like in Britain [ (W.L.Hill) ]. The two companies shared a common culture, focussing on a great commitment to customised coffee, similar company values and a mutual respect for people and the environment (Starbucksco).
SwOT analysis:... [continues]
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