Cheers! Starbucks Strategy in Italy and the Global Market

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dc.contributor.authorVirgin, Michelle
dc.date.accessioned2016-10-21T18:05:04Z
dc.date.available2016-10-21T18:05:04Z
dc.date.issued2016-06
dc.description100 pages. A thesis presented to the Lundquist College of Business and the Clark Honors College of the University of Oregon in partial fulfillment of the requirements for degree of Bachelor of Science, Spring 2016.en_US
dc.description.abstractInternational marketing strategies are an important aspect of expansion into new markets for any business. A company must take cultural differences into account when trying to expand into a new country so their brand and experience aligns with consumers' expectations and desires. Since its inception in Seattle, WA, USA, Starbucks has expanded into 65 countries. Starbucks has used both standardized and localized strategies to attempt to be successful in different markets. This year, Starbucks has announced plans to expand into the Italian market beginning in Milan in early 2017. In the following report, I will make the argument that Starbucks must use a localized strategy through the adaptation of an aperitivo menu in order to have a possibility of being successful when entering the Italian market. This strategy can then be expanded and adapted into all Starbucks locations for use in the global marketen_US
dc.identifier.urihttps://hdl.handle.net/1794/20382
dc.language.isoen_USen_US
dc.publisherUniversity of Oregonen_US
dc.relation.ispartofseriesUniversity of Oregon theses, Lundquist College of Business, Honors College, B.S., 2016;
dc.rightsCreative Commons BY-NC-ND 4.0-USen_US
dc.subjectBusiness administrationen_US
dc.subjectInternational marketingen_US
dc.subjectMarketingen_US
dc.subjectGlobalizationen_US
dc.subjectLocalizationen_US
dc.subjectInternational businessen_US
dc.subjectItalyen_US
dc.subjectStarbucksen_US
dc.titleCheers! Starbucks Strategy in Italy and the Global Marketen_US
dc.typeThesis / Dissertationen_US

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