Read the case from our textbook titled, How Starbucks Convinced Indians to Embrace Coffee, pp. 413-426.
Write a detailed, analytical response in narrative format to the Exercise on page 423. Prepare a formal write up that introduces
your perspective, integrates all the required elements in an engaging
manner, and summarizes your findings and recommendations at the end.
Your analysis of Starbucks / this case should connect with
specific examples to various frameworks, readings/articles
This should be 4-5 pages long
Exercise
You have recently joined Starbucks global strategy team. Given the success that the firm has seen in developing markets such as China and India, Starbucks is looking to expand into new emerging economies. Starbucks has targeted Northern Africa, Eastern Europe, and Central Asia.
You have been asked to analyze the specific economic, political, and cultural context of these regions and to describe both the strengths and weaknesses of expansion. Additionally, you are asked to make a recommendation on which market presents the greatest chance of success for Starbucks. Finally, describe what Starbucks should do differently, if anything, in order to be successful within that market. Keep in mind that Starbucks global strategy team wants to expand into an area where it would be economically feasible to do so, but perhaps more importantly, Starbucks is also looking to expand into a region that will accept the culture and experiences it offers.
Prepared by Matthew Sepe of Villanova University under the supervision of Professor Jonathan Doh as the basis for class discussion.
Excerpt From: Luthans, Fred; Doh, Jonathan;. ISE EBook for International Management: Culture Strategy and Behavior. boo
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