Word count: 2500 (At the end of the written coursework you must include the following declaration:
“This work contains [ ] words"
You work for a marketing consultancy company. You have been recruited by Starbucks Corporation, the international coffeehouse chain, in order to devise an international market expansion plan. Management at Starbucks would like this plan to provide recommendations based on your research and analysis of consumer behavior across different geographic regions.
You are required to prepare a report for Starbucks that covers the following: A section on insight into relevant types of consumers and their behavior across different geographic regions and/or countries. To do this you should research and analyse a range of sources that focus on understanding the dynamic nature of consumers within different international locations. There are website links to data and information below to help you, but you should gather other research as well in order to gain depth to your insight into the consumers within different geographic regions and/or countries. Based on this analysis, make justifiable recommendations about which TWO geographic regions and/or countries represent the best opportunity for expansion (where Starbucks has no or relatively little representations currently).
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A section recommending appropriate market entry strategy, retail format, services or products to meet the needs of the consumers in ONE of your recommended markets, reflecting and directly linked to your analysis of those consumers. Your recommendation should include appropriate decisions on, for example, branding, pricing, promotions, location types, products, services, or retail formats. You may illustrate, model or depict the ideas you wish to recommend