Details of Task: Read the case “Starbucks: global brand in emerging markets and answer the following questions: ● Explain how does Starbucks create value to sustain superior profitability? ● Starbucks
GUIDELINE ASSIGNMENT 2
Details of Task: Read the case “Starbucks: global brand in emerging markets and answer the following questions:
● Explain how does Starbucks create value to sustain superior profitability?
● Starbucks uses a variety of entry modes when entering foreign markets. For example, in Japan and India, Starbucks entered via a joint venture with Sazaby League and Tata Global Beverages respectively. In the Middle East, it entered through a licensing arrangement. In China, it entered through a joint venture but ended up taking full ownership of all its China outlets, after acquiring its joint venture partner for $1.3bn in 2017.
Critically evaluate factors influencing Starbucks entry mode choices. You are required to support your arguments with theory and empirical evidences where relevant.
Here are some guidelines:
1. This is a report - so you should use subheadings
2. The essay will have several parts -
Executive summary/Introduction (10%):
Prepare an executive summary
Introduction: Provide a brief overview of the case (Starbucks)
Explain how does Starbucks create value to sustain superior profitability? (40%)
Briefly define concept of value creation.
Briefly discuss how firms can create value and sustain its competitive advantage. Integrate relevant theories and evidences from the IB literature.
Explain how Starbucks can create value to sustain superior profitability. Support your arguments with examples and empirical evidences.
Critically evaluate factors influencing Starbucks entry mode choices. (40%)
Briefly define concept of entry mode/entry mode choices.
Highlight factors influencing entry mode choices. You are expected to discuss the theoretical underpinning behind choice of entry mode. Integrate empirical evidences where relevant.
Highlight Starbuck’s entry mode choices globally
Evaluate factors influencing Starbucks entry mode choices.
Presentation (10%)
Professional report format
Intensive research of academic journal articles (at least 10) and company/industry/country reports
Creative and well supported arguments
Proper referencing system
Good English grammar and within word limit
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