Why Do Starbucks Wait Too Many Years Until So Today?

1001 Words5 Pages
Nowadays Starbucks become a very popular coffee shop in the world. It has a lots of shop in all Europe and American cities therefore just one country does not have any Starbucks coffee shop. This country is Italy; Italian economy is fourth the strongest economy of Europe but Starbucks doesn’t enter the Italian market until now. Interesting part is why Starbucks wait too many years until today? Culture and Italians are good at coffee production. These two reasons are the most important answers for previously question. First of all, Italian coffee marketing is not available for another American coffee company because in Italy you found coffee in every bar, every restaurant and every café. Italy include coffee things before the all American coffee company so Italian society coffeehouse culture level is higher than the another countries society. In fact, they don’t want to pay too much for for coffee and they don’t like chain coffee shops in Italy because they drink good coffee every place and their homes. For example, “A cappuccino at the popular Pave Milano cafe…show more content…
The biggest American coffee company will be successful at the new market. Italian society know the Starbucks fame but they are going to discover new brand, new store and new goods. Starbucks have to overcome Italian espresso culture and traditional coffee shop and Italian coffee taste understanding because Italian coffee culture is famous before than the Starbucks however at the beginning tourists are first resources for Starbucks store because all of the world start to know Starbucks fame and their coffees taste. If they want to be persistence in the Italian market, they will have to be a more aggressive in the market. Italians people effect is very important in this period. As a result Starbucks future in Italian market is very complicated subject because it includes such a different and strength

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