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Essay / Research Paper Abstract
This 3 page paper reports Starbucks' expansion into Asia and why Asia was selected before Europe. The paper reports and discusses the company's criteria to accepting a joint venture partnership offer. What is happening in China is also discussed. Bibliography lists 5 sources.
Page Count:
3 pages (~225 words per page)
File: MM12_PGstrch9.rtf
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Unformatted sample text from the term paper:
excellent work environment, high standards for products and services, high standards for the coffee they purchase, customer-orientation, embracing diversity and social responsibility (Stopper, 2004). They also have not changed their
expansion strategies. This company identified criteria for expansion. They first look for an existing company to partner with in the other country. This saves a great deal in terms
of documents and cost for buildings (Thunderbird, 2003). That does not mean they never built a new store, they did. In most international locations, the domestic partner holds a greater
share in the business than does Starbucks (Thunderbird, 2003). The exceptions are the United Kingdom where Starbucks owns the business, Thailand where Starbucks holds a 97 percent share, Australia where
Starbucks holds a 90 percent interest, and South Korea where they hold a 40 percent interest (Thunderbird, 2003). The criteria to be Starbucks partner are unyielding. The first criterion is
that the partner must demonstrate fiscal solvency (Thunderbird, 2003). They must have retail experience, they must know the market condition in that location, and they must demonstrate creativity (Thunderbird, 2003).
The company never enters a market before they conducts quantitative studies to determine the potential market and they also hold focus groups to gain insight into that specific market (Thunderbird,
2003). This rigid set of criteria has never deterred any potential partner from applying to Starbucks to become a branch (Thunderbird, 2003). This is no doubt due to the raging
success the company has in most locations. It should be noted that Starbucks also licenses its brand to different operations in other countries, as well as in the U.S. When
Starbucks was first considering overseas expansion, they chose Asia instead of Europe. The reasons had to do with success - Asia offered expanding markets because the amount of disposable income
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