International Marketing: Starbucks Company in France

Topics: Starbucks, Coffee, Espresso Pages: 25 (7252 words) Published: February 21, 2013
ISM Alessandro Signorini International Marketing

Starbucks company in France
The implementation in a new foreign market
Taleb Bensouda Koraichi

12/11/2012

Table des matières
I. 1. II. Definition of the industry ................................................................................................................ 3 The fast food market ................................................................................................................... 3 Market trends .................................................................................................................................. 4 1. Identification of the market ........................................................................................................... 4 2. a. b. 3. The consumer’s behavior ............................................................................................................ 5 Types of consumers of coffee bars: ........................................................................................ 6 the use of the product: ............................................................................................................. 7 The competition in France .......................................................................................................... 7 a. The Colombus café ..................................................................................................................... 8 d. Capsules and percolators at home ........................................................................................... 10 III. 1. 2. 3. 4. IV. 1. V. 1. 2. 3. a. Starbucks ................................................................................................................................... 12 History....................................................................................................................................... 12 Starbucks in France ................................................................................................................... 13 The company’s identity and image ........................................................................................... 14 Sustainable growth and Fair trade ............................................................................................. 15 Starbucks communication ......................................................................................................... 19 Conquering France .................................................................................................................... 19 Starbucks’ marketing mix ............................................................................................................. 21 Products..................................................................................................................................... 21 Price .......................................................................................................................................... 22 The distribution ......................................................................................................................... 23 Points of sale: ........................................................................................................................ 23

b. The suppliers ........................................................................................................................... 23 c. The intermediaries ................................................................................................................ 24

VI. The “Third Place” ........................................................................................................................... 25 Conclusion ............................................................................................................................................ 26

I.

Definition of the industry

1. The fast food market

Starbucks belongs to the catering and fast...
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