Starbucks Germany Market-Entry

Taking the Starbucks Experience into Germany Presented by: Andrea Bouwman Brian Hill Ernst ter Meulen Nicole Seitz December 12, 2001

Starbucks kommt nach Deutschland. - Frankfurter Allgemeine Zeitung, 4 October 2001

The Alliance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Starbucks Industry Landscape ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Starbucks Competitive Advantages Winning Criteria: Quality, Service Qualifying Criteria: Cost, Flexibility ,[object Object],[object Object],[object Object],High Medium High Medium

Starbucks Competitive Advantage Level of Competitive Advantage Starbucks Relative Strength Low High High Low 1 2 3 4 5 6 7 8 9 10 11 12 13 Importance 14 15 16 17 18 Competitive advantage is achieved through the ability to educate customers, the strength of the Starbucks brand and the high level of service that form the “Starbucks experience.”

Starbucks International Expansion Strategy 1 st Target Switzerland Austria France Italy Germany Japan India South East Asia NZ/ Aust. US UK High Low High Market potential (estimated) Coffee quality and culture Latin America Scandinavia ***Current Target

KarstadtQuelle Strategic Landscape ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

To Align or Not to Align? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object], Strategic Importance of Activity HIGH Ally Invest & Make Make MEDIUM Ally Ally Make LOW Buy Buy Buy LOW MEDIUM HIGH Competence compared w/ best in market Fast market entry into Germany and Local Knowledge Diversify Portfolio Lifestyle/Experience Marketing

Complimentaries ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Joint Venture SWOT Analysis T ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],W S O

Recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Success Determinants ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Hard Soft

Q & A http://www.brianlhill.com/starbucks

Starbucks Germany Market-Entry

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