In Chapters 8 and 9, we reviewed several types of global expansion strategies a company can undertake when entering new markets. For this assignment, you will read a case study about Starbucks’ expansion into the Indian market (p. 413 in the textbook) and then respond to, and make decisions, based on the following questions:
What inspired Starbucks to venture in to India? What were some of the company’s early concerns and other obstacles?
How would you describe Starbucks’ approach to entering India and how Starbucks was influenced by cultural differences to adapt its offerings for the Indian market?
Why did Starbucks want to enter India through a joint venture? Specifically, what benefits did Starbucks and the Tara Group both gain by partnering with one another? What synergies were present? What conflicts occurred and how were they resolved?
Now, assume the role of the Director of Starbucks’ Indian strategic planning team. You have been tasked to explore the benefits and challenges of expansion into foreign countries through joint-venture partnerships. Describe the opportunities, benefits, and concerns that Starbucks might face by doing so. Summarize the cultural environment, choose an entry strategy from the text, and describe how you would implement this entry strategy. Make sure you are very detailed in your explanation.
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In Chapters 8 and 9, we discussed many sorts of global growth strategies that a corporation might employ when entering new markets. For this assignment, you will read a case study regarding Starbucks’ entry into the Indian market (page 413 of the textbook) and then answer to and make decisions based on the following questions:
What prompted Starbucks to expand into India? What were some of the company’s initial worries and challenges?
How would you define Starbucks’ approach to entering India, and how cultural differences influenced Starbucks’ decision to tailor its services for the Indian market?
Why did Starbucks want to establish a joint venture in India? Specifically, what advantages did Starbucks and the Tara Group obtain from collaborating?
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