Business Case Studies, Market Entry Strategies Case Study, Starbucks, Germany

print page
Tell A Friend

Case Categories

Market Entry Strategies Case Study

Case Title:

Starbucks in Germany

Publication Year : 2004

Authors: Mercy Mathew, G Srikanth

Industry: Retailing


Case Code: MES0009

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study

Starbucks, the multinational chain of gourmet coffee shops, entered the number one coffee drinking country in Europe – Germany, through a joint venture with the German retail chain, KarstadtQuelle. It faced stiff competition from retailers who emulated Starbucks' business model, often adding a local taste. Its German partner was battling its own poor financial performance because of sluggish consumer spending. Two years into its operation, KarstadtQuelle was reviewing the joint venture contract.

Pedagogical Objectives:

  • To understand the reasons for the failure of Starbucks’ business model in Germany
  • To discuss Starbucks’ efforts to overcome various operational hurdles faced in Germany.

Keywords : Starbucks in Germany; Restaurant and cafe industry; KarstadtQuelle (Karstadt); Market Entry Strategies Case Study; Departmental stores; Growth strategies; Coffee house; Competitive strategy; Global expansion strategy; Cappucchino; Howard Schultz

Contents : 
2001: An Optimistic Deal
2004: Three More Years To Break Even
The Challenge
Store Operating Data
Starbucks International Outlets
Coffee Consumption In European Countries

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»

Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-501203, Telangana, INDIA.
Mob: +91- 9640901313,

©2020 - 25 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap