Words: 4759
Pages: 20

Entry Plan into International Market


Assignment 3

Frederick Thomas

International Marketing

Summer 2014
Instructor: Dr. Alexander Onukwugha

Executive Summary:
The following report consists of the entry mode chosen by STARBUCKS to enter the Indian Market of Coffee House. This Report will give you a better understanding about an organization’s require to expand globally. Globalization plays a very important role for any organization. It helps the company to expand over different areas and connect with different people. The report depicts about the entry mode chosen by STARBUCKS to invade the Indian market. It also briefs about the competitive Environment faced by STARBUCKS to gain the desired
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The guidelines or principles are as follow:
Provide a great work environment and treat each other with respect and dignity.
Embrace diversity as an essential component in the way we do business.
Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.
Develop enthusiastically satisfied customers all of the time.
Contribute positively to our communities and our environment.
Recognize that profitability is essential to our future success.
Besides that, the company do have another mission which is to establish Starbucks as the most recognized and respected brand in the world. The overall company operations are based around purchasing and roasting high-quality whole bean coffees and selling them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, coffee-related accessories and equipment. The attainment of this goal is boosted by the rapid expansion of new retail stores, in addition to the development of many new opportunities in terms of products and distribution channels.
As the mission stated above, I feel that Starbucks actually have the potential to reach the target. Starbucks has stated a specific target which is being the most recognized and respected brand in the world. Currently, Starbucks have diversify their “coffee experience” to the globe which at first only a common coffee shop in Seattle's