international marketing case study
I need to read the case the answer the discussion questions below:
9-5. In the United States, nearly two-thirds of Starbucks outlets are company owned; the remaining one-third is operated by licensees. Outside the United States, the proportions are reversed: About two-thirds are run by licensees or partnerships in which Starbucks has equity stakes. What is the explanation for the two different market expansion strategies?
9-6. In response to the economic downturn, Starbucks launched a new line of instant coffee called VIA Ready Brew. The company also developed a breakfast value meal that costs less than $4. Do you agree with these decisions?
9-7. Should Starbucks enter the Italian coffeehouse market? Why or why not?
9-8. In the long run, which company is more likely to win the global “coffee wars,†Starbucks or McDonald’s?
9-9. Assess the prospects for the new Starbucks Reserve Roastery and Tasting Room initiative.
I’ve attached the case below as word doc
