Starbucks : Internationalisation Process To Eastern Europe

8787 words - 35 pages

TABLE OF CONTENTSSTARBUCKS CORPORATION PRESENTATION 41. STARBUCKS COMPANY 41.1. Company Overview 41.2. Business Description 41.3. The core product 51.4. A few financial data 51.5. Starbucks mission statement 71.6. The vision 71.7. SWOT analysis 8STARBUCKS MARKET: THE ANALYSIS OF THE COFFEE MARKET 101. INTRODUCTION 102. GLOBAL HOT DRINKS MARKET 103. THE US HOT DRINKS MARKET IN 2003 124. STARBUCKS MAIN COMPETITORS 134.1. Competition tree - direct and indirect competition - 154.2. Market share 164.3. Porter 5 forces Model 174.4. The perceptual map 18THE DECISION WHETHER TO INTERNATIONALIZE OR NOT 201. INDICATORS OF INDUSTRY GLOBALITY 202. INDICATORS OF PREPAREDNESS FOR INTERNATIONALIZATION 213. THE FINANCIAL POWER 224. THE NINE STRATEGIC WINDOWS OF SOLBERG 225. WHY INTERNATIONALIZE? 221. What are the major motives? 22THE MARKET ENTRY STRATEGY 241. WHAT MODE OF ENTRY? 242. JOINT VENTURE 253. LICENSES 254. WHY LICENSEE? 26THE CHOICE OF THE MARKET 271. INTERNATIONAL PRESENCE 271.1. Existing partnerships 271.2. Regions available 272. DECIDING WHICH MARKET TO ENTER 272.1. Making the right choice... 272.2. Why Eastern Europe? 282.3. Overall market power and attractiveness 282.3.1. Market attractiveness: The AT Kearney Attractiveness Index. 29Host Countries People Analysis 29Host Countries Business Analysis 32Host Countries Financial Analysis 34Summary of the evaluation method presented 362.3.2. The S. Tamer Cavusgil approach presented in "Guidelines for Exports Market Research" 373. CONCLUSION OF THE ATTRACTIVENESS OF THE COUNTRIES 38MARKET ANALYSIS IN THE COUNTRIES SELECTED 391. EVOLUTION OF COFFEE PRICES 391.1. Czech Republic 391.2. Hungary 391.3. Poland 402. TRENDS IN COFFEE SALES 402.1. Czech Republic 402.2. Hungary 402.3. Poland 413. FOODSERVICE MARKET SHARE 413.1. Czech Republic 413.2. Hungary 423.3. Poland 434. FORECASTED GROWTH 444.1. Czech Republic 444.2. Hungary 444.3. Poland 455. SUMMARY TABLE (PERIOD: BETWEEN 2002 AND 2004) 45MARKETING STRATEGY 471. OVERVIEW 472. HOW TO DETERMINE THE "PRODUCT" AND "PRICING" FACTORS: A QUESTIONNAIRE. 472.1. Design of the questionnaire 472.1.1. Objectives of the research 472.1.2. Primary Data 482.1.3. Secondary data 482.2. The questions that may be asked 482.3. Utility of the questionnaire 503. THE PRODUCT 503.1. Factors affecting the product adaptation 503.2. Key factors interesting Starbucks 513.3. The product life Cycle 524. THE PROMOTION 535. PRODUCT COMMUNICATION MODE: ADAPT OR EXTEND? 536. THE PRICING 536.1. Questionnaire of the pricing strategy matrix 546.1.1. Question Set A: External parameters 546.1.2. Question Set B: Internal parameters 546.2. Pricing strategy matrix 547. THE DISTRIBUTION 55REFERENCES 56Starbucks Corporation presentation1. Starbucks Company1.1. Company OverviewFor the story, Starbucks got its start in 1971, created by three coffee aficionados - all academics, English teacher Jerry Baldwin, history teacher Zev Siegel, and writer Gordon Browker - and opened Starbucks Coffee, Tea and...

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