Santa Monica College Starbucks Global Strategy and Marketing Research
Reading Time: < 1 minute
Identify all changes: 12 points
Identify most changes: 10 points
Identify some changes: 7 points
Connect all changes to relevant local culture: 13 points
Connect most changes to relevant local culture: 10 points
Connect some changes to relevant local culture
Global Marketing
Starbucks has gone global. Conduct your research to study how the coffee chain has adapted in global market. Choose 3 foreign countries and discuss how Starbucks has changed to address local preference.
The report must be typed and is limited to 1 page (not include appendix) in a font (Arial recommended) of 12 with standard margins. Expanded bullet points are preferred to text intensive documents.
Rubric
For each country; identify
1. Changes
2. Reasons