Abstract

The case gives an overview of Starbucks' international operations. It explains why Starbucks had to expand outside the US and the entry strategies it adopted in international markets. The case also discusses the various risks faced by Starbucks in international markets and the effect of these risks on its revenues in international markets. The case ends with the future prospects of Starbucks in international markets.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Entry into international markets
• expansion
• retailing.

Keywords

Starbucks Corp., Howard Schultz, Starbucks Coffee , International, International expansion, Joint venture, Licensing, Wholly owned subsidiary, Starbucks Discoveries, Starbucks France, Starbucks Germany, Starbucks Japan