With the US market becoming saturated and increasingly competitive, Starbucks began its global expansion in the 1990s, as did many other US companies. Encouraged by Wall Street to maintain/ increase its formidable growth rate, the written case describes how international expansion has helped the company, but rushing the process has also brought challenges. According to the video case, Starbucks believes that corporate social responsibility (CSR) is an important part of the company’s everyday business as it strives to meet its financial goals while “living its corporate values”.
Discussion Topic 1: Describe Starbucks overall global expansion strategy. as presented in the case history materials. What might be some marketing factors/ strategies to consider to mitigate their risk when entering new markets?
Discussion Topic 2: Describe some of the uncontrollable elements that Starbucks has encountered during its global expansion.
Discussion Topic 3:
Based on the written case, describe some of the major sources of risk facing Starbucks in expanding globally.
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