Starbucks

ABSTRACT Starbucks, the star of the U.S.A. coffee bring outs has become an icon of the American coating and is intensively settling all over the world, including in France. However, as numerous stores are currently closing their doors in the regular army and abroad, we wondered whether Starbuckss integration in France was efficient enough to maintain its business. Thus, the stick in report, Is Starbucks integration strategy into French market effective ?,  go forth analyze the process whereby Starbucks entered the French market and will prise its success. This evaluation is based on a huge physical body of web documents which enabled us to describe its integration strategy by the five elements of marketing mix: product, price, place, public image and people. We were accordingly able to evaluate its effectiveness according to four criteria:  financial benefits, customers opinions, competitiveness and project expansion. Our results showed that after four years of activities, Starbucks France was  non yet profitable and had to face a tough pagan resistance. Nevertheless the coffee shop still managed to attract refreshing customers and retain its most loyal fans.

INTRODUCTION Wherever you go in the United States, you can always find a Starbucks and process yourself with a hot grand latte or a delicious chocolate muffin with a green witch on the wrapping. Being a part of modern culture, it is insurmountable to ignore Starbucks fame and its lifestyle which is called a third place by its intimates. Third place is the mixing spot between American and European cultures, and also the small paradise between cut back place and home. Here is some background information close to the company. In 1971, Starbucks opened its first coffee shop in the Pike Market of Seattle. It was originally a small shop selling fresh- roasted coffee beans, brewing and roasting accessories. In 1980, Starbucks became the largest roaster in Washington State. Two years later, Starbucks hired Howard Schultz, a... If you indirect request to get a full essay, order it on our website: Orderessay

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