International Opportunities – Starbucks opened its first store in Tokyo, Japan in 1996, and today it operates 24,000 retail locations in 70 countries. The chain has grown exponentially during its lifetime and has aspirations to open 500 new stores per year in China through 2021.Â
How does Starbucks identify basic appeal?
Explain the considerations that Starbucks has in assessing the national business environment of China as it expands. What are the cultural, political, and economic forces impacting their decision?
How does Starbucks measure and select the market site? Why do you think Starbucks chose China?
What are some of the steps Starbucks must take in selecting the market or site for their new locations?
What secondary and primary research do you think Starbucks uses in their evaluation?
What are some examples of other companies that you believe have similar opportunities for expansion in the global market? Why?