Starbucks

             Starbucks is one of the most recognized brands both in the U.S. and Asia. This company is a classic case that has been studied in business schools all over the world. What makes this company so unique is that it positioned itself as not just a coffee shop, but rather it was an "experience". This company found an untapped niche and chose to differentiate itself by offering people not just a coffee, tea, and some pastries, but rather a place where hip young patrons can go and see and be seen.
             As international expansion is occurring all over the world in the services industry we chose to explore the opportunities that Starbucks has in expanding to the Argentine market. As our preliminary research shows, Starbucks does not yet have a presence in the Latin American countries and we thought it would be interesting to explore what their expansion strategy into Argentina would entail. Since the company already has a presence in Asia, maybe we can compare what entry strategy they chose to enter this continent and whether or not they can choose the same strategy to enter Latin America.
             Our paper will include a very detailed analysis of Argentina as a whole. We will give bckground information about the country's social, political, economic, and financial situation. We will also research information about the labor force and whether or not the Argentinian people will enjoy Starbuck's presence. We will then explore what opportunities Starbucks has in this market by analyzing the correct expansion strategy that the company should undertake. Finally, we hope to showcase how expanding into this market poses a tremendous opportunity for Starbucks as Argentina is the second largest country in Latin America.
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Starbucks. (1969, December 31). In MegaEssays.com. Retrieved 11:05, March 28, 2024, from https://www.megaessays.com/viewpaper/18199.html