Starbucks Internationalization in Recent Years

With the first coffee shop opened in Sydney CBD, Starbucks entered into Australian market in July of 2000 and then expanded rapidly to 85 coffee shops in the following years. However, in August of 2008, Starbucks red-hot chocolate Company Australia announced to shut down more than 60 of its 85 coffee shops and to date it has scaled down to 22 opened in Sydney, Brisbane, the Gold Coast, the Sunshine Coast and Melbourne (Starbucks 2010). This piece of music will focus on the analysis on the attributes of Starbucks products and marketing, and locate the opportunities and threats facing the Starbucks Australia. The second part of the analysis also draws guardianship to the changes in social economy, competitors move and the main trends in the hot drink market. Based on the findings, recommendations are offered, aiming to help Starbucks unclutter competitive advantages in Australian marketplace and long evaporate sustainability in a larger social context. In wrong of coffee products and service quality, the cafe market in Australia is extremely mature and competitive. It is understandable that consumers expectation towards the newly-introduced coffee brand has been high-sounding high, especially when they are charged with premium price (Marketing Lessons 2010).

However, the strange coffee brand does not bring specialty to the local anesthetic coffee culture as expected, the consuming experience halt mediocre. Meanwhile, products do not suit Australians coffee tastes (Marketing Lessons 2010). Starbucks positioning in Australian cafe market has departed from the consuming involve and patterns of the local customers. Dismantled with the uniqueness it possessed and its success in the US and other Asian countries, Starbucks Australia seems to be as mediocre as one of the numerous choices for customers in Australia (Coffee Break and look backward 2008), and people never genuinely felt the necessity to go to a Starbucks shop. Evidently, Starbucks overestimates its points of difference, as well as the customer-perceived... If you want to chance a full essay, order it on our website: Orderessay

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