Starbucks Marketing Strategy Essay

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History, Starbucks was chosen because it is an iconic figure in today’s society as well as a successful coffee conglomerate. Starbucks is becoming at the moment an international coffeehouse sensation. Three friends founded it in 1971 which includes Jerry, Zev and Gordon (Archer). These guys were zealous when it came to the notion of retailing what they considered to be the freshest coffee, coffee beans and other related products. Things began changing when these three friends wanted to develop this simple idea into a functional business (Archer).
These guys turned a thought into the coffeehouse madness they are now with baristas serving their customers wearing friendly faces in a casual environment. The simple idea of serving coffee along …show more content…

The internal and external factors were examined for a better understanding of the factors which have an impact on Starbucks and their entry mode decision of taking on local Tata Distributors to help aid in the expansion into India. The marketing strategy of Starbucks in overseas market is the mixture of standardization and adaptation in foreign markets for easy expansion.

Works Cited
Archer, P. (n.d.). How Starbucks Made Coffee History . Retrieved 8 10, 2015, from www.ebitch.com: http://www.ebitch.com/coffee_giant/16859/
Aron O’Cass, Liem Ngo, The University of Newcastle. (n.d.). International Market Entry Mode Strategy: A Region-within-country Perspective. Retrieved 08 10, 2015, from www.anzmac.org: http://www.anzmac.org/conference_archive/2008/_Proceedings/PDF/S18_/Ocass%20%26%20Ngo%20S10%20JS%20P1%20.pdf
Blake, L. J. (2014, 1 1). STARBUCKS AS LATEMOVER? THE STRATEGY BEHIND STARBUCKS’ ENTRY IN INDIA. Retrieved 8 10, 2015, from //.web.a.ebscohost.com: http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&sid=504e8688-b3ed-443f-98ef-c8afa53837e7%40sessionmgr4001&hid=4101
Grant, R. M. (2014). Contemporary Strategy Analysis, text and cases edition. In R. M. Grant, Contemporary Strategy Analysis, 8th edition (pp. 4-30). Chennai:

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