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There Are Basically No Starbucks on This Continent. Here’s What Went Wrong.
Video

There Are Basically No Starbucks on This Continent. Here’s What Went Wrong.

CNBC, 2018

автоматическое преобразование текста в аудио
автоматическое преобразование текста в аудио

Editorial Rating

8

Qualities

  • Overview
  • For Beginners
  • Engaging

Recommendation

In 2000, Starbucks boldly entered the Australian market. It made many false assumptions and failed to conduct due diligence in the form of market research as it plowed ahead, opening store after store. In 2008, it closed two-thirds of its Australian outlets. This brief, engaging video analyzes where Starbucks erred and what it can learn from its failure. getAbstract recommends this corporate case study to students of business and to anyone attempting to export a brand. 

Take-Aways

  • While Starbucks has been wildly successful in many countries, it bombed when it expanded into the Australian market.
  • Starbucks failed to adapt its business model, tried-and-tested elsewhere, to the local Australian environment.
  • The global corporation ignored Australia’s domestic coffee culture and instead offered an expensive, saccharine and unsophisticated menu.

About the Speaker

CNBC specializes in providing business news around the world.


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