Marketing in a Global Economy

Micah Blount

BUS 620 Managerial Marketing

Prof. Mary Wright

August 26, 2013

Starbucks is a company that received its inspiration from an Italian custom, with thriving store locations all over the world, except in Italy, one has to wonder what is the hold up? Entering into the Italian market could be a very risky move since it is the country that is considered by some to be the coffee originator. Starbucks entering the Italian market is considered to be a reputational risk and one that they may be able to afford but will bring some challenges. This paper will discuss some of those challenges along with determining if there is a strategic advantage to entering the Italian market as well as explaining how it's competitors marketing strategies...