Bus 367 - Starbucks - Necessities of International Marketing and Culture

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- Recollection of capital for development

Sometimes things don’t go as they are predicted. The extension made might not gain as much success as thought. The economy might get unstable. But putting that aside the company still has been able to accomplish greater profits.

- Less comfort for the youth.

According to the case, the latter sipping is complicated and music by the artist Kenny G was a real turnoff. They didn’t feel comfortable going on a coffee place which sells designer coffee at a cup worth $3.

Other improvements for eradication of solutions could be

- They could improve the quality of the coffee and sell other items other than coffee to keep the customers increased and coming.

- Being a global company, they must be aware about the risk of being SRC biased and ethnocentric.

- How might Starbucks improve profitability in Japan?

In order to increase the profits in Japan they should reposition their service and product. Looking at the cultural trend that is popular in Japan at this time, the youth of Japan are more diverted toward utilizing there time in constructive manner. Japan being a country that is developing rapidly, they have everyone very busy from younger generation to older generation. They tend to use their time as much efficiently as possible.

- Starbucks could minimize the cost of coffee or improve the benefits of being there.

- Starbucks could create an online ordering system so that they could use less time in travelling there and making an order and instead they could do it online in a few clicks.

- Keeping the SRC biased and cultural trend in mind, they could introduce few cultural campaigns form us to keep the time spend their interesting.

So basically for improving the condition in Japan, they could provide more facilities like arrangement of internet facility etc.

Reference

Cateora, P. R., Gilly, M. C., & Graham, J. L. (2011). In International Marketing (fifteenth ed.). New York: The McGraw-Hill Companies, Inc.

https://www.bayt.com/en/specialties/q/248469/distinguish-between-controllable-and-uncontrollable-factors-of-marketing/

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