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Essay

Starbucks

Essay specific features

 

Issue:

Business

 

Written by:

Timothy F

 

Date added:

September 6, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

26 / 7029

 

Was viewed:

5349 times

 

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Essay content:

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...
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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. Nevertheless the coffee shop still managed to attract new customers and retain its most loyal fans...
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