BUS 620 Marketing in a Global Economy Starbucks-free Italy

BUS 620 Managerial Marketing

Marketing in a Global Economy

According to the article, Italy poses a "reputational risk" for Starbucks. In a 2-3 page paper, examine some of the challenges Starbuck's faces in addressing that risk. Determine whether there is a strategic advantage to entering the Italian market. How should competitor's marketing strategies inform and influence Starbuck's entry into this new market? Should it even enter Italy at all?

Starbucks has grown from a specialty coffee roasting company based in Seattle, Washington to an international behemoth that buys, roasts and sells specialty Arabica coffee beans and coffee beverages these expensive Arabica coffee beans are the main ingredient in Starbucks American...