Case Study : Strategic Alliance And Licensing Arrangement

Strategic alliance is an agreement between two or more organizations to cooperate in a detailed business activity, so that each get benefited from the strengths of one an other, and gains competitive advantage. The formation of strategic alliances has been seen as a comeback to globalization and increasing doubt and difficulty in the business environment. Strategic alliances occupy the sharing of knowledge and expertise between partners as well as the reduction of risk and costs in areas such as relationships with suppliers and the development of new products and technologies. strategic alliance is sometimes equated with a joint venture, but an alliance may involve competitors, and generally has a shorter life span. Strategic partnership is a closely related concept. This article analyzes definition of strategic alliance, its benefits, types, process of formation, and provides a few cases studies of strategic alliances. This paper tries to synthesize the scope and role of marketing functions in the determination of effectiveness of strategic alliances. Several propositions from a marketing perspective about the analysis of alliance process are formulated. On the basis of the propositions, a framework is developed for future research

* Starbucks expanded to pursue sales of products in a variety of distribution channels and market segments. Products were marketed to restaurants, airlines, hotels, universities, hospitals, business offices, country clubs, and select retailers. In the airline industry, Starbucks coffee was served in flights United Airlines and United Airlines. Packets of Starbucks coffee along with coffee making equipment were made available in each room in Hyatt, Hilton, Sheraton, Radisson and Westin Hotels. Coffee service was also provided in several Wells Fargo banks in California. Foodservice distributors such as Sysco

THIS AGREEMENT, made and entered into on the %ORDER_DATE%, by and between Malcolm Lil John (hereinafter referred to as "Licensor"), and %CLIENT_NAME% (hereinafter referred to as "Licensee"), relating to the sale of %BEAT_NAME% (hereinafter referred to as "Master") serves as a legally binding agreement . This agreement grants the Licensee certain exclusive rights to the song being licensed.

The Licensee has implemented policies and procedures to ensure adequacy of the hiring and training of employees, systems, monitoring, and reporting functions relating to lending transactions. Additionally, management has implemented an Anti-Money Laundering (AML) and Bank Secrecy Act (BSA) policy. Management is assigned the task of reviewing all closed loan files for compliance with state and federal regulations. The Licensee conducts an annual independent AML audit through Majestic Security, LLC. The audit reviews AML policies and Procedures required under the BSA

Strategic alliance “combine key resources, cost, risk, technology and people” (Williams, 2010). One of the common denominators of strategic alliance is having a joint venture. This is “when two existing companies collaborate to form a third company. The two founding companies remain intact and unchanged except that together they now own the newly created joint venture” (Williams, 2010). Having a joint venture there are many benefits and risk with global marketing. “For a global model to work, global teams need to develop an understanding of local markets and establish a close relationship with local marketing teams” (Griffith, 2012). There are recommendations that should be followed in order to complete strategic planning and commit to the company perspective and

Next, Starbucks is in a direct supply channel. Direct supply channel is in which a producer supplies its goods or services directly to consumer, without a middleman (business dictionary). This practice helps Starbucks to keep a good relationship with the customer. In Malaysia, especially in Kuala Lumpur Starbucks can be found in any place where there is high intense flow of people, you can found it in a mall, gas station, airport, university, bus stop and etc. Starbucks primary goal is to locate its store in a highly visible location, to be the ideal place for the individuals who wants to enjoy music or looking for a break in a busy lifestyle. Getting more

1. Where did the original idea for the Starbucks format come from? What lesson for international business can be drawn from this?

Aegis Analytical was a start-up, manufacturing process software provider, developing solutions for the pharmaceutical industry. The company was founded on managerial know-how, established by two co-founders with in-depth knowledge of the manufacturing domain and software know-how, developed their flagship product called Discoverant. Discoverant was a revolutionary product that offered a solution to highly complex problems in the manufacturing process of pharmaceutical companies. The software had the following features: it collected data during the production process, tracked failures and then analyzed the data to give sophisticated bases for solutions to managers. Aegis aspired to be the recognized leader in the process

from a small local store to its current global enterprise. Starbucks has strategic partners all over

Starbucks and Tata had also negotiated on the location for the outlets, Starbucks partnership with Tata means tapping into prime location. However, Tata Global Beverages Ltd. had to discuss this further with the Tata Group and finally settled that Starbucks outlets would be opened in the Tata properties such as the Taj chain of Hotels which were in prime locations across the country, but the relationship with the other Tata Group brands are kept at arms-length and rent will have to be paid for using the property.

These partnerships have led to a meaningful increase in profits. Licensed stores, another type of partner for Starbucks, make up a greater portion of the corporation than company-operated stores. According to Starbucks’ Fiscal 2009 Annual Report, licensed stores make up 39% of total Starbucks stores in the US and 62% of Starbucks stores worldwide.

Starbucks have shown in the past that they are very good at taking advantage of opportunities. In an strategy alliance with Hewlett Packard, customers could create their own music CD within a Starbucks coffee shop. Thus the company could look for these kind of opportunities to seize. In addition, new markets for coffee are emerging such as India and the Pacific Rim nations, also Europe which is getting more and more accustomed with the brand name “Starbucks”. Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.

A strategic alliance is an agreement between two or more parties to pursue a set of agreed upon objectives needed while remaining independent organizations. This form of cooperation lies between Mergers & Acquisition M&A and organic growth.

Starbucks wanted to expand its company into India but it also needed to find a mode of entry. Functioning as a corporation with great control, available cash and a aggressive U.S. retail strategy, wasn’t going to help Starbucks in India. When exploring their options for the best mode of entry, a partnership or joint venture with a local Indian company seemed like the best fit. The joint venture would provide lots of advantages for Starbucks and the other company; both firms would share cost and risk as well as the benefits. Having a local partner would provide Starbucks with first hand knowledge of culture, political and economic issues

Simple strategic alliance is an agreement between those companies to pursue a set of agreed objectives while remaining independent. They provide such ressources like: products, project funding etc but don´t own eachothers shares. Posco owned 1% from NSL AND NSL 3% from Posco