Company STARBUCKS. Country selected Japan and Qatar.
You are required to conduct an evaluation of the international marketing undertaken by this company.You will be required to research and identify what the company profile internationally looks like, the marketing choices made and competitive landscape amongst others.Through the use of theory, you will be required to evaluate what the company has done internationally, how effective this has been, how it differs across international markets they operate in and any examples of best practice or things that did not work etc.The end product of this assignment is an evaluation of your chosen company in two or more international markets, how they have achieved success in these and overcame market and competitor challenges.Ultimately you want to, through this assignment, demonstrate how market offerings within a company can differ based on the international market.This brief will be discussed in more detail in class.
PLEASE NOTE – Ideally you should select international markets to review which are considered to be culturally different which will provide you will greater opportunity to research and discuss the focus of the assignment brief.
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