Starbucks’ International Operations

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INTERNATIONAL BUSINESS STARBUCKS’ INTERNATIONAL OPERATIONS Bucharest, 2013 Starbucks’ Case Study 1. Problem: Loses in revenue, difficulties in expanding on the international markets 2. Causes: - economic recession - volatile political environment -boycott of American goods and services -criticism from NGO’s -Scultz’s alleged closeness to the Jewish community and his affirmations viewed as anti-Palestinian -lower store traffic in Japan(customer criticism regarding the artificial taste of the coffee) - complex joint ventures and licensed agreements, through which the company receive only a small percent from the profits 3. Effects: Positive: -developing new products based on demand in different countries -new cheaper suppliers of items Negative: - Stiff competition - declining revenue growth 4. Alternatives: * Franchise method: Advantages: - expansion in new markets low costs and risks - concentration on the development of the brand - long-term commitments Disadvantages: - less control over each store - lack of control over technology - lower revenue (the franchiser receives a royalty payment that is a percentage of the franchisee’s revenue * „Go green” products Advantages: - increase market share - new customer target (vegetarians, business people) - improve brand image Disadvantages: - losing the initial reputation - business cost may increase * CSR campaigns: Advantages : - boost brand image by promoting social and environmental friendly practices - attract new customers who may be more loyal because of shared values and beliefs - partnerships with NGO’s for philanthropic relationships Disadvantages: - loses of revenues if the customers do not react to the campaigns by buying more products. The best solution for Starbucks to develop abroad is to make

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