Case 2: Starbucks Overseas What were the key reasons for Starbucks success in China? Localization Effective positioning and the generation of new demand What were the critical reasons fo

Case 2: Starbucks Overseas


What were the key reasons for Starbucks success in China?


Localization


Effective positioning and the generation of new demand


What were the critical reasons for Starbucks failure in Australia?


Not Understanding the culture of Australian Customers


The Great Recession


Do you think Starbucks should continue its expansion plans in Australia?


Using insights from the cases, what are your suggestions to Starbucks?  How could they best ensure success in Nairobi market?

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