Cheers! Starbucks Strategy in Italy and the Global Market
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Date
2016-06
Authors
Virgin, Michelle
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
International 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 market
Description
100 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.
Keywords
Business administration, International marketing, Marketing, Globalization, Localization, International business, Italy, Starbucks