Course Project - Proposal for Expansion Opportunity Overseas - 88982

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Course Project - Proposal for Expansion Opportunity Overseas

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1. INTRODUCTION

Starbucks, today’s global coffeehouse, has one of the best coffee chains and providers in the world. It was started in 1971 by 3 friends (Jerry, Zev and Gordon), they were passionate about the idea of selling fresh coffee beans. Things started to change when Schultz wanted to develop this business into coffee serving with friendly sitting environment. The idea of serving coffee along with sitting culture made a hit and started its own development in fast-paced way.

According to the statics showed, Starbucks are operating 17,706 stores in more than 50 countries across the world, with 8950 company operated and 7956 licensed stores. People are used to have a cup of coffee in Starbucks while they demand a place to sit and relax. For these young generations, they prefer sitting, drinking coffee with Wi-Fi internet, and that is what Starbucks is trying to create these facility in near future.

2. ENTRY MODES OF STARBUCKS

Globalization in recent years enabled b

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Proposal_for_Expansion_Opportunity_Overseas.docx
Proposal_for_Ex...