International Marketing Strategy

Table of Contents

Introduction2

Market Selection3

International Environment Analysis4

Political Factors4

Economic Factors4

Technological Factors4

Legal Factors5

International Marketing Mix8

Product8

Price9

Placement10

Promotion10

Market Development11

References13

International Marketing Strategy on Starbucks

Introduction

Starbucks is a reputed name in the coffee market, being the no.1 coffee retailer. It has a monopoly in the U.S Market. Its competitors have been declining. Not only it has countered the threat from the coffee chains, but also the threat posed by fast food chains has been catered in an appropriate manner.

The operations at Starbucks consist of different processes. It purchases and makes high quality beans coffee. The essence of Starbucks operations is its quality conscious processes. Coffee lovers enjoy a long term association with Starbucks. Whenever they want to have coffee, the first name comes to their mind is of Starbucks. Not only in the U.S, but in every market Coffee lovers prefer Starbucks because of their high quality customer service.

The experience which customers enjoy at Starbucks is second to none. They know such high level of customer service cannot be availed elsewhere. Additionally the quality of coffee enhances their experience (Paryani, 2011).

The key to success for Starbucks has been its ability to diversify. It has not focused on one single product. It has also looked at the entertainment needs of its customers. At Star bucks consumers can enjoy coffee and music both at the same time.

We will look at Starbucks expansion into china. China forms a lucrative market for Starbucks. It has great potential for Starbucks. A look at the issues concerning the entry into China would help us for a successful entry.

A thorough international marketing analysis is presented for a clear guideline. It will help not only to enter the new market but also maintain our successful presence in the new market (Starbucks, 2012).

Market Selection

It is very important to conduct research when we want to enter a new market. A lot of issues are at stake. We should know what type of needs our target market desires. Proper research and analysis would help us better satisfy our customers. It's not necessary that our customers across diverse markets would have the same needs. Every person is different and thus has different needs (Farrell, 2012).

The potential market which we are going to consider is China. It has been observed that china has the potential for rapid growth. There are a lot of coffee lovers in China. The weather prevailing there is mostly of a cold nature. Starbucks aims to make China its second biggest market after the U.S (Xingrong, 2012)

Employees at Starbucks pledge to provide the same level of Customer service to the Chinese people. We need to study about the culture prevalent in China. Research about their culture would better help us to identify the needs of our target Market. The focus on quality has been attributed a large share of Starbuck's success.

China has long been recognized as an agricultural economy. With the advent of technology and its expansion into new industries, China has now become a global and industrial ...