Case Discussion Questions
Starbucks has become a phenomenon worldwide, with more than 24,000 stores in more than 60 countries. Sales are great even at relatively high prices for its products. This can perhaps be explained in the United States (and other wealthy markets), but how can Starbucks’ success be explained by its foreign market entry in less developed and emerging markets?
Do you expect that the growth of the number of Starbucks stores worldwide will continue into more countries, or do you expect Starbucks to focus on more stores in the foreign markets in which the company already has at least some stores already established?
With the CEO and driver of the company—Howard Schultz—stepping down as the company’s unquestioned leader, do you expect Starbucks to change its foreign market entry strategy in any way?