INTERNATIONAL MARKETING

By Vatsal Jain
Piyush Rai Jain
Utsav Gupta
Muskan Chaudhary
Controllable and Uncontrollable Elements
• Some controllable elements in any global markets are the product, the price, the place and
the promotion. Starbucks used benefits of their quality in their product directing the
promotion. Starbucks used benefits of their product as high end. Their product holds a
sweeter taste and may not be liked by international has to research the place where they
want to globalize. Starbucks chose many overseas companies like japan, Italy, Spain and
Germany. They also considering moving into Mexico and Rico. With each of the place that
they wanted to expand to, they had to think about Factors such as their target market and
there. With having problems with their brand in 2001, they vowed to move on from the
mistakes from the past but say it’s difficult with overseas and local partners.Some elements
that are uncontrollable environmental factors such as social factors, legal matters, political
standpoints and competitors. Having to expand in other countries, Starbucks had to face
local competitors and locals who stay loyal to their local brand, even though Starbucks
often came across as mystified and cool, they have Struggled to get a new customer base.
Other factors such policies and regulation were thoroughly studied by Starbucks to
maintain their brand and not portray the unsatisfied service
Major risk sources and solutions
• Themajor Risks that the company face is saturating the market, competition
and regaining the capital used after development. Saturating the market is
also a huge risk for any company who is trying to grow and expand their
business. Starbucks realized that they were saturating the U.S. market so
deciding to globalize was the step of the right direction. Competition is always
going to be right next door, Starbucks on many occasions had to compete with
look likes internationally which is harder to be do because that look like is
already they are set up in market.
Corporate Strategy
• Starbucks into an already existing Starbucks. Competitors are it to be
difficult to compete with broaden their brand even with the difficult
economy. Starbucks has one products that they have to sell in many
ways as coffee. Which they proven they can by improving the service,
entering in specially drinks and having others thinks to go with coffee.
Although Starbucks has Starbucks with the food aspect in various
locations, they now have merchandise as well a selection of food.
Starbucks has taken advantage of growth rate of business in china,
whereas the U.S is saturated and has a smaller growth rate. Starbucks
has a corporate Strategy of improving theme self of their quality, service
and most of the important consumers. I think that the price of Starbucks
cannot be moved because of the it is assumed that Starbucks is higher
quality.
Starbucks in Japan
• Japan has a very competitive and lucrative market . To improve their
profitability in Japan , they need to position their product and
services matching the culture of Japan. They can lower their product
prices, design its store using Japanese symbols and designs ,free WIFI
and other technological facilities moreover they should increase their
advertising budget.