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Your first job after college is with the international department of Starbucks
Your first job after college is with the international department of Starbucks. Your new boss (Mary Schultz) assigns you a country to research (in this case it will be the country that you were assigned in class this semester). Ms. Schultz wants to you do a preliminary assessment of the country as a place to open several Starbucks coffee shops. (For the purposes of this exercise, assume that Starbucks is not already in the country). Please enter the name of your country here __china______
In particular, Ms. Schulz asks you to specifically respond to the following:
1. Which entry mode would be better suited to this country (especially franchising versus wholly owned stores but you can suggest others)? Explain your logic.
2. What country-specific factors should Starbucks pay special attention to in doing business in this country (factors such as culture, currency trends, political and economic stability and/or any others you select as being relevant).
3. Your overall recommendation (good or bad) as to the suitability of the country as a fit location for Starbucks to be successful. Be sure to give an explanation for your recommendation.
Expert Solution
1. The entry mode you can select for this is franchising, since china is a country that protects it's domestic business at any cost, you may not be able to open wholly owned stores, so look for franchises that will establish Starbucks brand, you can take popular existing coffee shops existing in the country of your choice and merge your brand. For eg. Starbucks in India is jointly owned by Starbucks and TATA India.
2. Country specific trends that you can look for is
The type of beverage preferred in the country
Maximum cost that can be paid in the country
The timings
The seating arrangements
The ambience
If possible, change the name of products to suit the needs of the new country where the branch is being established.
3. Location should have enough population and should be set up in places where there isn't an already established coffee brand and the demand for coffee is high. Since the country of your choice satisfies this condition, it is a good decision.
You can use these points to work on your assignment.
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