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– Nelson Mandela

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Module 2 Week 4 DQ

Module 2 Week 4 DQ

Q What are the diverse challenges for Starbucks of entering countries like China or Italy? Do you think Italy is a promising market or not, given local competition? If you did compete, how would you do it? What does this case teach us about the challenges and strategies of international marketing? What's the point of this case?

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Starbucks did set off the ecosphere of coffee that is even throbbing on Sunday especially when it did broadcast certain plans of opening its first Italian store in the city of Milan. While the CEO of Starbucks, Howard Schultz depicted motivations from Italy, the Starbucks attitude to coffee comparatively seems quite different in context to the Italian Cafe culture (Starbucks Expands Abroad, n.d.). Although, Italians seems quite passionate about coffee and the country is listed to consume 4.6% of the global supply of coffee. But the fact is that, they actually do not adore the way Starbucks do normally serve it counting from Drip percolators to classy preparations like Frappuccino.