starbucks

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Baruch College, CUNY *

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Marketing

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Feb 20, 2024

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INTERNET MARKETING & GLOBAL BUSINESS Baruch College, Zicklin School of Business Department of Marketing & International Business Student Name: Laura Sanchez Mejia Case Study Assignment - Starbucks – Going Global Fast Provide answers to the questions below. 1. Identify the controllable elements that Starbucks has encountered in entering global markets. The controllable elements Starbucks has encountered in entering global markets are elements that are withing their strategy like product, price, place and promotion. Their market research was also very accurate because this allowed them to be innovative to the new cultures they were trying to break in and also besides being innovative they also adapted themselves to the new public. They were quick and aggressive with their expansion. 1

INTERNET MARKETING & GLOBAL BUSINESS Baruch College, Zicklin School of Business Department of Marketing & International Business 2. Identify the uncontrollable elements that Starbucks has encountered in entering global markets. Starbuck encountered many uncontrollable elements when entering global markets, elements like economic, cultural, competition, and political stuff, because of different laws and regulations in different countries they had a lot of issues, as example; Starbucks can’t enter Italian market because they have been very protective with their locals. The markets they were trying to enter were markets that had already local brands and even though Starbucks was already a very worldwide recognized brand they struggled a bit with the competition of the local brands. 3. What are the major sources of risk facing the company? Discuss potential solutions. - Competition. - Worldwide economic recession - ‘Quality matters” tendency - Cultural challenges. A way to potentially solve this ‘risks’ could be do more investment on advertising and publicity for bringing the improvement of the Starbucks image, advertise that they are improving their products and service. They should focus on improving the quality of their coffee and besides the coffee maybe develop a better offer of different products too. They should adapt their products to the standards and preferences of the culture or particular country. Worldwide economic recession is something that is happening and Starbucks should maybe re-arrange their product or have more budget-oriented offers. 4. Visit the Starbucks.com website and describe their current global reach and strategy. How has the company changed its strategy since the case study was written? Obviously, Starbucks has conquered the world. They have placed their emphasis on digital technology with their mobile app where people can order and pay their products without having to do a line, they also introduced loyalty programs and made some partnerships with digital platforms to streamline the ordering process and improve customer experience in both online and in-store. They adapted themselves to an 2

INTERNET MARKETING & GLOBAL BUSINESS Baruch College, Zicklin School of Business Department of Marketing & International Business accelerating changing world and they continues entering new markets globally understanding the market and the culture, adapting menu items, store formats and strategically having marketing that vibrate with local cultures and preferences. 3

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