MGT 3140 International Business Strategy Group Report (Starbucks) Contents Page 1. Introduction………………..…..…………………………………3 2. Company Profile…………….……………………………………3 3. The internal and external analysis of Starbucks company environment…………………………….……………………..4-11 SWOT Analysis……………………….………..……………………….….…….4 PESTLE Analysis………………………………..….…….…………….….……..7 4. Identify and Analyze the motives behind Starbucks international expansion……………………………….…….11-15 Industry based view......................................................................................…...11 Resource based view……………………………………………..…………….13 Institution based view………………………………………….……..…………15 5.
ACTION PLAN | ASSESSMENT CRITERION | BODY/CONTENTS – COURSE OF ACTIONS | Analyze and discuss the primary and secondary stakeholders of Starbucks | * Introduction of the Starbuck Coffeehouse Brief history – Group founder, presence in different countries , company profile – Including mission and vision(Source: http://en.wikipedia.org/wiki/Starbucks) * Analyze and extract relative primary and secondary stake holders of Starbucks (From case study and also from following sources:http://www.starbucks.com/responsibility/sourcing/store-productsWho are the primary stakeholders and secondary stakeholders for Starbucks?What are their influences on Starbuck? E.g. : Suppliers – secondary stakeholder: - How can suppliers being a secondary stakeholder help in creating and reinforcing a positive image about Starbucks? E.g. : Competitors : Competitors (Alterra Coffee, Caribou Coffee, etc.)
Using the data collected through interviews and observation studies, we will define the findings and conclusion for the problem formulation. This paper contributes to a better understanding of brand awareness and gives a theoretical framework consisting of definition and qualitative investigation of the Danish consumer. The investigation conducted analysis also the buying process of Danish consumer and the retail environment. The research is using both qualitative and qualitative data collection and it focuses mainly in analysing the brand awareness and how this could be increased in the Danish market. Further investigation is necessary for defining the complete steps for creating and revitalize the brand Vidal Sassoon.
Case 1.1 Starbucks – Going global fast The key aspect of Starbucks case is entering new markets. As said in the case, they’ve met few challenges – some positive and some negative – which included mostly legal requirements, local and global competition presence, coffee prices on potential markets as well as the brand perception and cultural differences. What is important in the case is the aspect of glocalization – think global and act local. Starbucks expansion was in fact the answer for local market oversaturation and growth strategy. Mostly, entering new market Starbucks counted for its reputation and in fact its marketing-mix was only slightly adjusted to specific cultural aspect of new markets.
In order to ensure the respondents accurately represented the SFU student body, we attempted to choose participants who were diverse in gender, faculty, nationality and year of study. This proved to be highly beneficial to the discussion, as it stimulated the exploration of ideas and topics that we had initially overlooked. This exploratory research refined the areas of investigation most beneficial to Renaissance, particularly key factors that affect food and drink choices, as well as to gain ideas and insights into Renaissance’s current brand perception and loyalty. From here, we were able to generate hypotheses about the following categories: a) Coffee Consumption Habits - Students consume the most coffee during exam week and lecture break. b) Factors Influencing Purchase Decisions - Students feel that price is the single most important factor when deciding where to purchase food or beverages.
How did Starbucks reduce the ‘distance’ vis-á-vis host countries? Starbucks has used various tactics to reduce its distance from foreign markets. To reduce cultural distance, Starbucks has conducted extensive research in each country, using focus groups and quantitative analysis, to evaluate local cultural sensitivities and preferences. To reduce economic distance, Starbucks has expanded primarily into developed countries. In developing countries, it has focused on major cities first and only later expanded into smaller cities when confident that the smaller cities had consumers with the necessary disposable income.
A STRATEGIC ANALYSIS OF WOOLWORTHS PLC AIMS The overall aims of this piece of work is to examine why Woolworth's PLC has lost its position in the market and whether the company are capable of surviving over the long-term in this competitive environment. This will be done through analysing the variety stores industry in which Woolworth operates, the company's past, present and future growth strategies and its current performance. Using recognised strategic tools, the various options available to the company will be recommended and evaluated. METHODOLOGY The Methodology that will be used to compile this dissertation will mainly be in the form of secondary research. This is largely because the nature of the project requires the co-operation of managers at very strategic level of the company.
The other is political issue of supporting wars in Israel and their American armies. Using other theoretical analysis to examine the issues, the report further supports findings and implication based on the issues. In the end, this reports also shows the opinion to improve for Starbucks. 2. Social Issue: Trademark for Ethiopia farmers 3.1 Argument between Oxfam and Starbucks Starbucks blocked Ethiopia to apply trademark for their coffee beans.
The qualitative research seeks to explore a problem and develop a thorough understanding of the central research problem (Creswell, 2012, p. 16). There are times when using a mixed approach of both quantitative and qualitative methods can be used effectively in research. According to Kivkovic (2012), using both methods is a more holistic approach to researching business problems (p. 98). Another study, conducted by Venkatesh, Brown, and Bala (2013), posits that combining both approaches to research allows both exploratory and confirmatory questions to be addressed in the same research (p. 24). In the following paragraphs both a quantitative and qualitative research article will be compared and contrasted in relation to the problem statement, purpose statement, and research questions in each study.
Internal analysis and competitor analysis was conducted simultaneously to identify Starbucks distinctive capabilities and weaknesses against competitors. Strategic options such as Market Penetration, Product Development and Market development were assessed for their suitability, acceptability and feasibility. Strategic choices that unravel three issues that Starbucks is challenged with are presented in the report.