Starbucks : Internationalisation Process to Eastern Europe

TABLE OF CONTENTS

STARBUCKS CORPORATION PRESENTATION         4

1.         STARBUCKS COMPANY         4

1.1.         Company Overview         4

1.2.          argumentation exposition         4

1.3.         The core product         5

1.4.         A few financial info         5

1.5.         Starbucks mission statement         7

1.6.         The vision         7

1.7.         SWOT analysis         8

STARBUCKS trade: THE ANALYSIS OF THE COFFEE MARKET         10

1.         INTRODUCTION         10

2.         GLOBAL luscious DRINKS MARKET         10

3.         THE US HOT DRINKS MARKET IN 2003         12

4.         STARBUCKS important COMPETITORS         13

4.1.         Competition tree - direct and indirect competition -         15

4.2.         mart share         16

4.3.         Porter 5 forces Model         17

4.4.         The perceptual correspond         18

THE DECISION WHETHER TO INTERNATIONALIZE OR NOT         20

1.         INDICATORS OF INDUSTRY GLOBALITY         20

2.         INDICATORS OF grooming FOR INTERNATIONALIZATION         21

3.         THE FINANCIAL POWER         22

4.         THE NINE STRATEGIC WINDOWS OF SOLBERG         22

5.          wherefore INTERNATIONALIZE?         22

1.         What are the major motives?         22

THE MARKET ENTRY scheme         24

1.         WHAT MODE OF ENTRY?         24

2.         JOINT VENTURE         25

3.         LICENSES         25

4.         WHY LICENSEE?         26

THE extract OF THE MARKET         27

1.         INTERNATIONAL PRESENCE         27

1.1.         Existing partnerships         27

1.2.         Regions available         27

2.          decision making WHICH MARKET TO ENTER         27

2.1.         Making the right choice...         27

2.2.         Why easterly Europe?         28

2.3.



        Overall market power and attractiveness         28

2.3.1.          market place attractiveness: The AT Kearney Attractiveness Index.         29

Host Countries People Analysis         29

Host Countries Business Analysis         32

Host Countries Financial Analysis         34

Summary of the evaluation method presented         36

2.3.2.         The S. tame Cavusgil approach presented in Guidelines for Exports Market Research         37

3.         CONCLUSION OF THE attracter OF THE COUNTRIES         38

MARKET ANALYSIS IN THE COUNTRIES SELECTED         39

1.         EVOLUTION OF COFFEE PRICES         39

1.1.         Czech nation         39

1.2.         Hungary         39

1.3.         Poland         40

2.         TRENDS IN COFFEE SALES         40

2.1.         Czech Republic         40

2.2.         Hungary         40...

If you fatality to get a full essay, order it on our website: Ordercustompaper.com



If you want to get a full essay, wisit our page: write my paper