EXECUTIVE SUMMARY This paper selects a foreign market that is INDIA, for a product/service that is marketed in the U.K. STARBUCKS COFFEE CORPORATION. The country of origin, (based in Seattle's) U.S.A. The company Starbucks is not currently marketed in India, so as to understand, analyse, evaluate and explain the current market situation and environment of the local, international and target market, to identify the complexity and variety of international marketing, focusing …
showed first 75 words of 6277 total

showed last 75 words of 6277 total
…and a dedicated work force are its first priority. Focusing on C factors mainly currency, which could a deciding factor to establish business. If the amount of returns is not worth the investment, creating an unstable environment, it will be difficult to operate. Starbucks is successful in Europe, U.S. It has to diversify and expand its business in order to be recognised as global brand maintaining standards and meeting local needs, more precise 'glocal'.