International Management: Starbucks' Global vs. Local Marketing Report

This report provides an in-depth analysis of Starbucks' international management strategies. It begins with an introduction to international management and focuses on Starbucks as a case study in the food and beverage industry. The report explores the global versus local marketing debate, examining the key arguments and how Starbucks navigates this. It investigates the differences in product, pricing, promotional, and distribution approaches across various international contexts. The report explains and analyzes different international marketing approaches organizations can adopt, including the marketing mix (product, price, place, promotion). It further compares home and international orientation, outlines ways to assess competitors, and discusses the implications of each approach. The report also covers organizational structures, international market performance and concludes with recommendations for Starbucks' future international endeavors, including market entry modes and adapting to customer preferences, all supported by a comprehensive list of references.