Starbucks

As we have seen from the case study, Starbucks prefers not to just franchise and license its format when it tries to expand overseas, but as in the case of Japan and China, the firm prefers utilising joint-venture arrangements, mergers and acquisitions and horizontal FDI to exercise control and ensure standards are at a certain […]

Starbucks has recently been focusing on international business and location expansion.  Focusing on Starbucks plan for international growth, the following is a brief SWOT analysis: • Strengths: Starbucks uses joint ventures and licensing of other companies to own and operate Starbuck locations as a strategy for international expansion (Jung, 2003). Domestically, Starbuck locations are only […]