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Entry Plan into International Market Starbucks 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…show more content…
The current countries in which Starbucks are located in are: Australia, Bahrain, Canada, Hong Kong, Israel, Japan, Kuwait, Lebanon, Malaysia, New Zealand, Oman, Peoples Republic of China, Philippines, Qatar, Saudi Arabia, Singapore, South Korea, Switzerland, Taiwan, Thailand, United Arab Emirates, United Kingdom, and the United States. The first Starbucks store in Malaysia opened on 17 December 1998 at KL Plaza in Jalan Bukit Bintang, Kuala Lumpur. In just few short years, Starbucks has emerged as the dominant brand of specialty coffee in Malaysia offering regular coffee or decaffeinated beverage, fresh food like pastries, cakes and muffins. In Malaysia, Starbucks Coffee International and Berjaya Corporation Berhad jointly own Starbucks. The company operates Starbucks stores throughout Malaysia and is committed to offering the world’s finest coffee while enriching Malaysians’ lives one cup at a time. To date, the company has over 115 stores all over Malaysia. Starbucks will continue to expand its global operations in the future and adapt to the overall outcomes and perceptions of their global and domestic customers. The mission statement of Starbucks is : 1) To inspire and nurture the human spirit – one person, one cup and one neighbourhood at the same time. 2) To establish Starbucks as the premier purveyor of the finest coffee in the world

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