3010MK: As a marketing consultant, you have been asked to produce a set of recommendations on the key macro-environmental factors that may influence Starbucks’s success in China: Global Marketing, Case Study, SMU

Case Study questions:

As a marketing consultant, you have been asked to produce a set of recommendations on the key macro-environmental factors that may influence Starbucks’s success in China. You are required to write a report and:

1) Based on the secondary research sources to gather macro-environmental information by utilising the SLEPT framework to recognise the market opportunities and challenges that Starbucks experience in the China market.

2) According to the market opportunities and challenges in 1), present several
recommendations to harness the market opportunities and mitigate the market challenges. Apply suitable international marketing theories to justify your argument.

Learning Outcomes Assessed:

1. Research, critically analyse, discuss and synthesise the dynamics and key aspects of the international business environment and their affect on marketing performance.

2. Critically analyse and utilise information on market structure and segmentation, competitor positioning and buyer behaviour within specific international market scenarios.

3. Examine and critically discuss globalisation versus localisation issues related to the marketing function, e.g. sales, customer service, online marketing.

4. Propose and justify relevant marketing strategies and activities within specified crosscultural settings.

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