Hr Project

EXECUTIVE SUMMARY International Marketing has become more eventful in a rapid changing and complex business sector environment, darn entering into the transnational market is common for many companies of different sizes and structures. Starbucks coffee berry Company (Starbucks) has actual its business globally since 1980s, where there argon 6,294 shops over the world (www.starbucks.com). The objective of Starbucks is to become the most recognized and see sword in the world with blowup into potential countries. Sri Lanka is the dry land studied in this project, where an international marketing plan has been developed for Starbucks to enter into Sri Lanka market. In order to reduce the costs and risks for entering into this entirely new market, Colombo, the capital of Sri Lanka, will be our first intromission market in Sri Lanka. After the independence and cease-fire of the civil war, the sparing of Sri Lanka is in a steady recovery. Due to the encouragement of foreign investment funds by the Sri Lankan government as well as a favorable tourist industry, many foreigners are now living or working in Sri Lanka.

With the improvement in education and ensample of living, Sri Lankans are generally willing to accept and learn the western flavour style, culture and confound a higher expectation on food, service as well as atmosphere. Undoubtedly, it is an opportunity for Starbucks to establish their brand name in Colombo, Sri Lanka. By analyzing the geographic, natural, political, legal, economic and culture aspects, we have a clear background about Colombo, Sri Lanka. It is the right time to raise Starbucks into Colombo, Sri Lanka by exploring an appropriate international marketing strategy. 1. INTRODUCTION The global expansion of Starbucks Coffee Company is a good example for studying international marketing. A number of developed countries have been selected by Starbucks as its target markets in the last decade. Its rapid growing and expanding business attracted us... If you want to get a full essay, order it on our website: Orderessay

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