Starbucks Entry into to Nigeria

Published: 2021-06-29 06:57:23
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Category: Business

Type of paper: Essay

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Starbucks Entry Mode
International Business
Latoya Cooper 0901132



















































Table of Contents
CONTENTS 2
EXECUTIVE SUMMARY 3
INTRODUCTION 3
OBJECTIVES OF REPORT 3
INTERNATIONAL REPRESENTATION OF STARBUCKS 4
NIGERIA 4
EXPANSION 4

CONCLUSION 8
REFERENCES 9



































Executive Summary

Starbucks is currently the leading retailer for brand specialty coffee in the world. Starbucks currently has 19,435 stores in 58 countries. Currently Starbucks plans to expand to other countries in doing so Starbucks will need to create new products in order to appeal to new unique customers. Starbucks is a coffee store and therefore sells predominantly coffee based products, although they have started to introduce a Frappuccino line targeted at non-coffee drinkers. Starbucks has the challenge of retaining a large market share and build brand recognition in a new market. From my findings I have found the key findings:

* The new Frappucino beverages will attract non-coffee customers, and as the drink is iced it will attract consumers in hot climates. Also when producing the new beverage Starbucks will need to continue to produce high quality products, however they will need to reposition themselves in the iced-beverage market.

* Due to research I have found that the target market is 25-54 year olds with children.

As it will be emerging into a new market it would be ideal to generate awareness via the web. Then the second approach could be by Print and TV. TV is one of the best vehicles to use as it reaches a mass audience without selecting a specific segment.

The reason why Starbucks has to use different types of market entry strategies are due to government polices of the host country. This is because of taxation, the cost of living, and also the manner of entering the domestic market; this all affect the profitability of the chosen country of the company.

An competitive advantage that Starbucks have is that they can minimize their production costs by using minimal labor costs and use the resources available in the host country. A strong differentiation strategy Starbucks uses it that they turn a 50p commodity into a £4 experience. Other strategies Starbucks use is Market Penetration, this uses the product placement and differentiation .. Starbucks also uses Market Development, which allows the consumer to learn about specialty coffee this allows the consumer to understand the high quality of Starbucks products. Value chain development, which the human connection gained by business ecosystem maintenance. And lastly, concentric diversification which allows Starbucks to venture into other drink markets such as bottled drinks and ice creams.

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