Yes I agree with the approach of using a combination of both the approaches for
ID: 373865 • Letter: Y
Question
Yes I agree with the approach of using a combination of both the approaches for flexible entry strategy. It helps for operating successfully and targeting the global expansion.
It manages few of the overseas stores by acquiring the coffee retailers in various regions.
When it made its expansion outbound there were several parts like Asian nations wherein there was no coffee culture. Therefore it was important for Starbucks to utilize combination of marketing strategies.
It took advantage of direct investments along with joint venture and wholly-owned companies. It did not focus alone on licensing and franchising. It was able to represent its strong urban and elegant image.
It was effective in controlling its core competencies like the high quality coffee and effective service. It adopted the combination method to target the Asian market. It also entered several middle east regions without any specific licensing.
Explanation / Answer
Starbucks prefers a combination approach to foreign market entry; the use of joint ventures and licensing. Do you agree with this approach? Why or Why not?
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