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

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Market Entry Strategies Case Study

Case Title:

Starbucks in Ireland

Publication Year : 2006

Authors: Priti Krishnan, Sumit Kumar Chaudhuri

Industry: Retailing


Case Code: MES0033

Teaching Note: Available

Structured Assignment: Available

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In 1996, Starbucks Corporation, world's No.1 specialty coffee retailer from the US, started expanding into international markets due to saturation in its domestic market. After entering into Asia, in 1998, Starbucks forayed into Europe and steadily captured major markets like Spain, Greece, Germany, Austria and the UK. Following its success in the key markets of Europe, in 2005, Starbucks ventured into Ireland to gain a sizeable market share by simultaneously opening a number of outlets.

Pedagogical Objectives:

  • To discuss the possibility of success of Starbuck’s business model in a highly competitive market like Ireland
  • To analyse the reasons underlying Starbuck’s success in three different continents.

Keywords : International expansion strategies; International management; Market Entry Strategies Case Study; Competition; Competitive strategies; Market entry strategies; Acquisitions; Global coffee markets; Growth strategies; Brand building; Costa Coffee

Contents : 
Starbucks’ Foray into ForeignMarkets
Expansion Strategies in Ireland
A Competitive Existence
Starbucks Net Revenues from 1994 to 2004
Starbucks Stores in US and Worldwide
Saturation of the US Market
International Expansion of Starbucks
Competitive Scenario of Specialty Coffee Chains Market in Ireland

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