Starbucks

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Title: Starbucks

Essay Details:

Subject: Business

Author: Michael H

Date: May 10, 2016

Level: University

Grade: A

Length: 24 / 7029

Essay text:

Thus, the present report, Is Starbucks’ integration strategy into French market effective ?, will analyze the process whereby Starbucks entered the French market and will evaluate its success. This evaluation is based on a huge number of web documents which enabled us to describe its integration strategy through the five elements of marketing mix: product, price, place, public image and people. We were then able to evaluate its effectiveness according to four criteria: financial benefits, customers’ opinions, competitiveness and project expansion. Our results showed that after four years of activities, Starbucks France was not yet profitable and had to face a tough cultural resistance...

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