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8 Pages Essays / Projects Year: Pre-2019

Starbucks has been unsuccessful at fully integrating into the Australian coffee market. Starbucks’ strategy had been to enter the market while opening many stores within a short period; the company did not take time to adapt its product and services to the local coffee culture (Mescall, 2008). Unlike other countries which Starbucks has expanded to, Australia’s coffee culture originated from Europe. So instead of being the one to introduce and define the coffee culture here, Starbucks’ mode of operation has been met with resistance, leading to closing down of 61 stores. Since then there have been no more attempts at expansion in Australia.


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