Export Starbucks to Italy
Entering in new markets every day, now is time to enter in the Italian market. Italy is a country with a strong coffee culture. For Italian people the act of drinking coffee equals the breathing act. Starbucks will use the licensing and joint venture strategies in order to enter the Italian market. The first stores will be opened in the main cities of Italy and in the following years Starbucks exp[...]DOWNLOAD REFERAT
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The products will be the same ones used in the stores in Europe and will include all the existing products of the Starbucks portfolio. The packaging will be the same used by all Starbucks stores .The menu will be translated to Italian and all the information in the store will be in Italian. The products will be purchased only in the Starbucks stores and in the supermarkets with which we have joint ventures. The company will use advertising in order to promote the Starbucks stores in Italy. There will be used local and national TV Channels and newspapers.
After making a competitor analysis Starbucks has shown the highest score. Since is coming with a new coffee concept, the company is most probable to receive a positive feedback in the new market. Furthermore after analyzing the confrontation matrix Starbucks will face many threats in the market, but the opportunities are giving the hope of a great success in the new market.
In the Italian market Starbucks will be available as a license store and joint venture. Starbucks will select the private or individual corporations that will apply for the license will give the license only to the ones that fulfill the requirements. In Italy will be used the licensed store agreement .The store that uses license agreement should not be distinguished from a company-owned store. Starbucks will supervise all the licensed stores in Italy. The company will give license to the stores located in the main cities such as: Rome ,Milan, Venice and Florence. Starbucks is using only one distribution channel when it comes about its customers. « mai multe referate din Marketing