Starbucks in Japan

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STARBUCK
in JAPAN

[pic]

PLAN
- Introduction + Video
- Presentation de la Team + Nos objectives
- Concept STARBUCKS
- Timeline (general + Japon)
- PESTEL
- Hofstede –Monochronic –comparaison Jap/USA
- How STARBUCKS enterred in Japan ? Strategy Joint Venture. - Export/ Supply Process (Map)
- 5porter’s Forces
- Brand Pyramid
- SWOT
- Competition + Mapping
- Marketing MIX (Product/Price/ Promotion/ Place)
- Recommendations
- Conclusions

- Introduction + Video
o http://www.youtube.com/watch?v=S16gbq-tZCI
o http://www.youtube.com/watch?v=R8rp9OGLrrc

- Concept STARBUCKS (flo)
The Starbucks’ mission: « to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time »

- Timeline (general + Japon)
[pic][pic]
Juste max, pour le nombre de stores, sur les keyfigures japan (doc financier de starbucks japon, ils disent qu’à la fin du quarter 2 de 2011 ils en étaient à 935 et pas 911.f

- PESTEL
1. Political aspects:
Japan has a constitutional monarchy. That is a form of state with a monarch at the head of the country, and the prime minister who represents democracy. The actual emperor Akihito is still very respected among Japanese in spite of his rare public appearances. The actual Prime Minister Yoshihiko Noda is head of the Democratic Party of Japan (DPJ). Until 2010, the conservative Liberal Democratic Party (LPD) was in power since 1955. Japan politics has been marked by recent instability, with six prime ministers in as many years. Japan is divided into 47 prefectures and each has their own executive power within the range of law. The 4 major topics on the agenda are:

• Reducing the Japan’s debt which presently stands about 200% of GDP. • Find solutions to its aging population and negative population growth rate. • Developing more bilateral trade agreements with its Asian counterparts. • Leading reconstruction efforts after last March’s devastating tsunami and around the stricken Fukushima nuclear plant. i Japan is a member of all international institutions such as WTO (World Trade Organization), ICJ (International Court of Justice), IMF (International Monetary Fund), UN (United Nations) WB (World Bank) or OECD (Organization for Economic Cooperation and Development). Despite the efforts of the government of Japan to increase its influence on the multilateral institutions, its influence on the global economic policy architecture remains smaller than one would expect for the world's third largest economy. The Japanese government has been liberalizing, as its basic policy, the importation of goods into Japan in recent years. Presently there are only 63 goods that are not liberalized for import. The feature of the liberalization is to open the Japanese market to foreign countries equally. Japan does not take a discriminatory liberalization policy. In order to protect the Japanese consumer's interest and stimulate competitiveness of Japanese industries, tariffs are set as low as possible. Besides custom duties, both national and local consumption tax will be imposed on imported goods received from the bonded area, and must be paid by the recipient of such imported goods. The Japanese Government has also set up 22 zones, that are defined as FAZ (foreign access zones) with the aim of promoting import businesses in order to attract foreign capital into Japan. In this one, foreign companies are eligible for benefits that include, among others, the following: - Loans at reduced interest provided by the Japan Development Bank - Exemption from local taxes - real estate purchase tax and property taxes. - Increased rates of depreciation.

- Guarantees from Government funds. ( important dernier paragraphe for 5 porter force ⋄ new entrants)(LEGAL Part?)

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