It Was Analysis Of Starbuck Global Market Research Assignment (Research Paper Sample)

Starbucks
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In its efforts to enter the global market Starbucks encountered both the controllable and the uncontrollable elements. The controllable elements are those that the company can influence contrary, to the uncontrollable elements.
The controllable elements, in this case, identify the marketing strategy as follows. The company had control over the product. In its efforts to expand the company opted to provide eight dollar sandwiches and desserts. Also, in such case as Japan market the company offered its coffee in bootless and cans. The product offered in Asia differs from those offered in the USA regarding sweetness. Then there is the price; it could control price in different markets. It is evident in the case of US and Italy. In the US an espresso costs $1.50 while in Italy coffee costs 67cts. The choice here is Starbucks to set higher prices for its coffee or to lower as to be in a better position to compete. Another controllable factor is the place. It means that Starbucks have the power to decide the countries to introduce its products (Enz, 2010, p. 50). Italy being a new market Starbucks can choose to set its stores all over the country or just concentrate on either south or north Italy. Finally, there is the element of promotion. It is noted that Starbucks relies heavily on word of mouth and mystique subject to its brand name. As a result, the company spends $30 million in advertisement activities while companies its levels spend a hundred times that much.
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On the contrary, there are the uncontrollable elements. The company has no control over the political forces. The analysis reveals that regulations characterize such countries as France. It includes the generous labor benefits that a company is required to offer its employees. There are also, the cultural forces. It is noted that coffee shops in Italy offer food alongside coffee. It is an area that Starbucks is identified to be facing significant challenges. Also, the company has I control over the level of technology. In the course of time Starbucks have implemented various technologies some of which has failed. Recently, it announced to adopt reliable WIFI in Europe and North America however; the company has no control...