【文章內(nèi)容簡介】 MARKETING SPOTLIGHT—StarbucksDiscussion Questions:1) What have been the key success factors for Starbucks?a. Nichemanship in its strategic concept of a coffeehouse.b. Adherence to the ideals and concepts that first fostered success and the strength to avoid changing the concept to the individual country.c. Correctly identifying the countries to go into and developing a marketing strategy on how to enter the country (waterfall approach).d. Direct investment in the new countries “hub” strategy。 purchasing Seattle Coffee Company.e. Using an adapted marketing mix—choosing what features of the . marketing program to repeat and what features to change.f. Straight product expansion.2) Where is Starbucks vulnerable? a. Overexposure of their trademarked name and locations.b. Being the market leader or market innovator invites petition to challenge their dominance.c. An increase in unAmerican resentment by the consumers in other countries. 3) What should Starbucks watch out for?a. Consumer shifts in usage of their products—something else replacing the “caf233。.”b. Over domination of the “host” country (predominant market share) thereby inciting nationalism fever by the host countries.4) What remendations would you make to senior marketing executives going forward?a. Do not rest on past successes—continue your strategic direction of your market niche and limit it to the “caf233。.” b. Invest in your “host” countries by investing in local jobs and local supply of materials. 5) What should the pany be sure to do with their marketing? a. Use local marketing agencies to market your product.b. Use local marketing to develop munication programs for the individual countries. DETAILED CHAPTER OUTLINE With faster munication, transportation, and financial flows, the world is rapidly shirking. Products developed in one country are finding enthusiastic acceptance in others. Although the opportunities for panies to enter and pete in foreign markets are significant, the risks can also be high. Companies selling in global industries, however, really have no choice but to internationalize their operations. COMPETING ON A GLOBAL BASIS International trade in 2003 accounted for over onequarter of . GDP, up from 11 percent in 1970.A) Many panies have conducted international marketing for decades.B) Domestic panies who never thought about foreign petitors suddenly find them in their backyards.C) The better way to pete is to continuously improve products at home and expand into foreign markets.D) A global industry is an industry in which the strategic positions of petitors in major geographic or national markets are fundamentally affected by their overall global positions.E) A global firm is a firm that operates in more than one country and captures Ramp。D, production, logistical, marketing, and financial advantages in its costs and reputation that are not available to purely domestic petitors.F) Global firms plan, operate, and coordinate their activities on a worldwide basis G) A pany doesn’t need to be large to sell globally.H) Small and mediumsized firms can practice global nichemanship.I) For a pany of any size to go global it must make a series of decisions. Figure shows the major decisions in international marketing. Review Key Definitions here: global industry and global firmDECIDING WHETHER TO GO ABROAD Most panies would prefer to remain domestic if their domestic market were large enough. Several factors are drawing more and more panies into the international arena:A) The pany discovers that some foreign markets present higher profit opportunities than the domestic market. B) The pany needs a larger customer base to achieve economies of scale. C) The pany wants to reduce its dependence on any one market.D) Global firms offering better products or lower prices can attack the pany’s domestic market. The pany may want to counterattack these petitors in their home markets.E) The pany’s customers are going abroad and require international servicing.F) Before making a decision to go abroad the pany must weigh several risks:1) The pany might not understand foreign customer preferences and fail to offer a petitively attractive product.2) The pany might not understand the foreign country’s business culture or know how to deal effectively with foreign nationals.3) The pany might underestimate foreign regulations and incur unexpected costs.4) The pany might realize that it lacks managers with international experience.5) The foreign country might change its mercial laws, devalue its currency, or undergo a political revolution and expropriate foreign property.G) Because of the peting advantages and risks, panies often do not act until some event thrusts them into the international arena.H) Most countries lament that too few of their panies participate in international trade.I) Many countries sponsor aggressive exportpromotion programs to get their panies to export.J) The internationalization process has four stages:1) No regular export activities.2) Export via independent representatives (agents).3) Establishment of one or more sales subsidiaries.4) Establishment of production facilities aboard.K) The first task is to get panies to move from stage 1 to stage 2.1) This move is helped by studying how firms make their first export decisions (hire agents).2) A pany then engages further agents to enter additional countries.3) Later it establishes an export department to manage its agent relationships.4) Still later, the pany replaces its agents with its own sales subsidiaries in its larger export markets.L) To manage these subsidiaries the pany replaces the export department with an international department.M) If certain markets continue to be larger and stable, the pany takes the next step in locating production facilities in those markets.DECIDING WHICH MARKETS TO ENTER