Starbucks continues to elevate the company’s brand by expanding and connecting with customers around the world. Internationally, Starbucks first opened stores in Japan in 1996, ventured into China in 1999, entered the continent of Europe in 2001, and India in 2012 with continual global expansion into new territories. Starbucks forms licensing agreements with the majority of their foreign retail stores to collaborate an...
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...ough licensing agreements will give Starbucks a competitive edge in the saturated coffee market. Furthermore, the younger Italian generation wants to escape the constrictive traditions in order to feel more cosmopolitan and globally connected, therefore Starbucks needs to capitalize on this particular segment of the market since this generation holds the key to their financial success in Italy. Starbucks multidomestic strategy to enter the market in Milan, a progressive city filled with foreigners who thrive on modern new experiences, could propel future growth for the company. Starbucks must drive synergies and economies of sales while maintaining and protecting the Italian culture and traditions. Customization, creative marketing, forming strong partnerships, and strategic locations are essential to Starbucks finding the company’s niche into the Italian market.
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