Portfolio

Running Head : PORTFOLIO
Portfolio
Name of the Student
Name of the University
Author Note

1PORTFOLIO
Week 1: Entering Foreign Markets
In this week, we were taught about the principles of International marketing. These
marketing principles are used for satisfying the different needs of different types of customers
who reside across the national borders (Mathews et al. 2016). The international marketing is
also known as the global marketing and related to designing the marketing mix such as the
product, price, place , promotion worldwide along with customizing it as per the preferences
of the different people (Chan and Parhankangas 2017). The week lectures taught us about the
increased economies of scale, the high-profit opportunities in the international market, huge
market share, elongated life of the product, Untapped International market found from
marketing internationally.
The second activity of this week was about the failure of Starbucks in gaining the
Australian market. The video revealed the reason of why there is no Starbucks in Australia.
In the year 2008, the company was bound to close almost 70 % of the underperforming
locations having left only 23 stores in the whole continent of Australia. In spite of Australia’s
fascination for coffee, Starbucks could not succeed as it did in other countries (CNBC.com
2019). The company opened its first store in Australia in the year 2000. I completely agree
with the problem of Starbucks as pointed out by Ashley Turner. He suggested that after
launching, Starbucks’ rapid expansion in the continent did not give time and scope to the
Australian consumers for developing an appetite for the brand.
Australia already had a thriving coffee culture which became challenging for the
American brand and it did not fit into the Australian tastes. The company suffered from $
105million loss bit still trying slowly but steadily enter into the parts of the continent. I
believe it is one of the biggest principles of the international marketing to explore the market
demands, the competitors, the substitute, the economic, political, environmental and other