Starbuck

trade Institute of Singapore Training Centre
Diploma in Sales & Marketing Management
(Part-Time)

Module DSM401 International Marketing
1st Intake, Semester V

Lecturer: Mr. Jonathan Lee
episode Study




Prep bed by :
Zulkeflee Kamis (S1762425C)


Case Study Assignment International Marketing

Case Study on STARBUCKS

Question 1:
Identify the controllable and uncontrollable elements that Starbucks has encountered in entering Global Markets.
Answer:
Controllable Elements:

* Channel of statistical distribution: Expansion of biz. In specified location: Global stores argon control directly by Starbucks Management.
* Placement: Starbucks coffee tree shops milieu is a key point of its success, offering a inviolable and pleasant place.
* Advertisement: local level, focus on its behind market place.
* Product: Offering a recognised and high part coffee, supported by its worldwide brand awareness. Suiting coffee tastes and mixtures to suit the local flavour.



Starbucks too sells sandwiches, dessert & CD to boost its revenue

Uncontrollable Elements:

* Risk of terror attacks: Vulnerable to terrorist act as it is perceived as a symbol of the free- market capitalism, global brand (Anti- Globalisation) and an American company (Anti Americanism)
* Competitors: Several companies are introducing a wide range of flavours and varieties of coffee, thus having similar products much(prenominal) as McCafe, Coffee Bean, etc.
* Economic Situation: Coffee prices. As it is a commodity, the price of coffee fluctuates. Starbucks is heavily reliant on the supply and on the prices of coffee. Although Starbucks has supply agreements with suppliers in advance, the company could liquid face problems due to fluctuating coffee prices. Other factors, such as weather and economic conditions in coffee producing countries, also affect Starbucks operations.

Case Study on Motorola in China

Question1:
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