Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 16 pages
Data source: Published sources
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https://casecent.re/p/74117
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Abstract
This structured assignment is to accompany the case ''305-535-1''. The abstract of the case is as follows: Starbucks capitalised on the coffee demand in the US and established itself as a quality coffee chain. It aimed to take culture and coffee to international locations and opened its first outlet outside the US, in Japan. The Japanese, known to adapt themselves to the Western culture, embraced the Starbucks concept and its coffee, making Starbucks a success in Japan. But the success did not last long and Starbucks incurred losses in Japan in 2003. But strict cost control measures and a better food menu resulted in profits in 2004. The company then entered the ready-to-drink coffee market and analysts were sceptical about its success in an already saturated market. The changing preferences and tastes of the Japanese were also a cause for concern for the company. The case helps in understanding the growth strategy of Starbucks in Japan and whether Starbucks would be able to sustain its growth in the country.
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Abstract
This structured assignment is to accompany the case ''305-535-1''. The abstract of the case is as follows: Starbucks capitalised on the coffee demand in the US and established itself as a quality coffee chain. It aimed to take culture and coffee to international locations and opened its first outlet outside the US, in Japan. The Japanese, known to adapt themselves to the Western culture, embraced the Starbucks concept and its coffee, making Starbucks a success in Japan. But the success did not last long and Starbucks incurred losses in Japan in 2003. But strict cost control measures and a better food menu resulted in profits in 2004. The company then entered the ready-to-drink coffee market and analysts were sceptical about its success in an already saturated market. The changing preferences and tastes of the Japanese were also a cause for concern for the company. The case helps in understanding the growth strategy of Starbucks in Japan and whether Starbucks would be able to sustain its growth in the country.