Abstract

Starbucks is one of the leading international food retailing chains. The caselet examines the market entry strategies used by Starbucks in various countries. The caselet discusses the evolving coffee drinking culture around the world and the role of Starbucks in the growth of this culture. The caselet outlines the efforts of Starbucks in customizing the service offerings according to local customer needs and culture.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Modes of entry into foreign markets
• Design of service offerings
• and Challenges in international food retailing.

Keywords

Starbucks, International Food Retailing, Asia Pacific Rim, Consumerism, Western Lifestyles, Joint Ventures, Licensing, Wholly Owned Subsidiaries, 'No Smoking' Rules, Sazaby Inc, Local Partner, Coffee Drinking Culture, Europe, Self-Service Mode, Middle East