Starbucks Coffee Company: A Strategic Analysis
21 Pages5039 Words192 Views
Added on 2020-10-04
Starbucks Coffee Company: A Strategic Analysis
Added on 2020-10-04
ShareRelated Documents
Unit 11
Table of ContentsTOPIC: “A study of the significance of different strategies employed by businesses to enterinto emerging Market: A Case study on STARBUCKS”...........................................................1Chapter 1..........................................................................................................................................1Introduction......................................................................................................................................1Introduction of research..........................................................................................................1Background of research..........................................................................................................1Research rationale with justification......................................................................................1Research Aim.........................................................................................................................2Research objectives................................................................................................................2Research questions.................................................................................................................2Chapter 2..........................................................................................................................................3Literature Review.............................................................................................................................3Chapter 3..........................................................................................................................................6Research Methodology....................................................................................................................6Chapter 4..........................................................................................................................................9Analysis and Findings......................................................................................................................9Chapter 5........................................................................................................................................16Conclusion.....................................................................................................................................16References......................................................................................................................................18
TOPIC: “A study of the significance of different strategies employed by businesses toenter into emerging Market: A Case study on STARBUCKS”.Chapter 1IntroductionIntroduction of researchStrategies are formulated by organizations to carry out their operations in effective way.By this they are able to furnish their services in trenchant way. For this they consider certainfactors related with country in which they are operating but mostly they are aware about theirpolitical, economic, societal factors (Avraham and Ketter, 2012). But when Starbucks is lookingforward to expand their services in other country they need to take into consideration variousfactors like currency rates, methods by which they can enter into specific country, political risks,worldwide environmental issues and many others. By taking into account these factors they canensure that which country they have to enter and which method (licensing, franchising,exporting, joint venture and many others) can be used by them to enter into a emerging market.Background of researchWith the enhancement in market and competition, it is necessary for an organization toexpand themselves by which they can enhance their customer base and generate high profit. Forthis organization need to take into consideration various aspects by which they can enter into anew market. This comprises of laws and regulations which are formed by specific country, theirpolitical, economic situations, currency rates and many others (Barney, 2012). By taking theminto account Starbucks can ensure that they have relevant strategies which will lead themtowards growth. Starbucks is American coffeehouse chain and operates their services in morethan30,000 locations across the world. It is considered as major representative of of second wavecoffee. They are renowned for their darkly roasted coffee. To increase their profit and revenue,they are entering in new market.Research rationale with justificationThe major purpose behind selection of this topic is to determine significance of variousentry strategies which are used by Starbucks to enter within emerging market (Beamish, 2013). Itis a multinational coffee company which renders their services worldwide. Both organization and1
topic is large, it will provide learner with more aspects to acknowledge peculiar research filed.By this researcher can improvise their research skills which comprises of collection of data,tabulation and their evaluation. This will also enable researcher to improvise their datainterpretation skills, knowledge related with this aspect by going through literature review andcreation of transferable skills in systematic way.Research Aim“A study of the significance of different strategies employed by businesses to enter intoemerging Market: A Case study on STARBUCKS”.Research objectivesTo explore about the concept and significance of market entry strategies employed byStarbucks to enter into emerging market. To examine the importance of market development strategies for company to enter intoemerging market. To analysis the different risks for Starbucks while they enter into emerging market. To accelerate the relationship between different market strategies and business success ofStarbucks. Research questionsWhat are the concept and significance of market entry strategies employed by Starbucksto enter into emerging market? What is the importance of market development strategies for company to enter intoemerging market? What are the different risks for Starbucks while they enter into emerging market? What are the relationship between different market strategies and business success ofStarbucks? 2
Chapter 2Literature ReviewLiterature review refers to critical as well as in depth assessment of previous research. It is abroad summary of research on a specific topic. It comprises of books, scholarly articles, surveysand other sources which are linked with peculiar area of research (Bock and et. al, 2012). In thissection, all the objectives and questions are addressed in suitable manner. Concept and importance of market entry strategies employed by Starbucks for enteringwithin emerging market.According to Boons (2013), There are various types of entry modes which can be used byorganisation to enter within emerging market. These strategies comprises of licensing, jointventures, franchising, outsourcing, strategic alliances and many other. These strategies providessome or other benefits to organisations which comprises of reduced cost , risk involved is less,optimum usage of resources and many more. Starbucks is making use of franchising entry modeto enter within rising market. The reason behind its usage is that there is less risk which isinvolved in failure of business (Boons, and et. al, 2013). Products (coffee, juices, sandwich,salads, etc.) which are being offered by Starbucks will have implanted market share. Apart fromthis, no prior experience is required and franchisee makes sure that skills which are needed foroperating franchise are constituted. Starbucks by making use of franchising can expand theircapital as franchisees will pay for buying outlets by which they can grow in many locationswithout taking loans from investors or banks. Buying a franchise is less costly with respect tostarting up a new business which is of same type. Franchises provide high rate of success ascompared to start up businesses (Boso, Story and Cadogan, 2013).Importance of market development strategies for Starbucks to enter within emergingmarket.According toChristensen, (2013), Ansoff model can be taken to design the marketdevelopment strategies as it provides organisation with focussed approach and growth potential.Starbucks can use this strategy to enter into emerging market (Christensen, 2013). This modelcan be used by them to look forward at opportunity which can lead them to growth bydeveloping new services and products within new market. It comprises of market penetration,3
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Research Project Assignment - Strategies of Business to Enter Emerging Marketlg...
|33
|8008
|261
Research Proposal for Starbuckslg...
|13
|2940
|295
unit 11lg...
|12
|431
|66
International Business of Starbuckslg...
|14
|5066
|159
Concept of Globalisation - Assignmentlg...
|35
|7184
|460
Research Project Assignment - strategies of business to enter emerging marketslg...
|9
|1889
|273