Franchising Starbucks

Introduction

Starbucks has come a long way from a coffee bean retailer to one of the world's most recognized coffee houses. All throughout the years, Starbucks have expanded both domestically and internationally. Starbucks has evolved into a firm known for its coffeehouses, where people can purchase beverages and food items as well as packaged whole bean and consumer coffee. Starbucks has changed the way people around the world consume coffee. This paper is about the international market entry strategy that Starbucks employed and continues to employ. The aim of the paper is to analyze the strategies of Starbucks in entering new markets and expanding internationally.

BACKGROUND OF THE STUDY

.Objective of the Study

As mentioned, the major objective of this research study is to investigate the competition between Starbucks and Heritage Coffee through their marketing strategies and business strategies. Specifically this study attempts to achieve the following objectives

 To determine how Starbucks and Coffee Bean survive in the Philippine market.

 To know the marketing strategy and business strategy of Starbucks and Coffee Bean in Philippine.

 To analyse if there is a significant difference between the Starbucks and Coffee Bean in Philippine market.

 to know the factors that affects the customers' choice of a coffee shop.

Scope and Limitations

This study will be conducted in the attempt to investigate the competition between Starbucks and Coffee Bean in the saturated market of Philippines through identifying and comparing the marketing strategy of the company and the differences of the strategy used by each company. This research will cover the topics on the intensive competition among coffee shops in Philippines, their strategy and their approach to survive the stiff competition in the PHILIPPINES market.

The discussion of this study will mainly focus on the analysis of Starbucks and Coffee Bean and the identification of the marketing strategy for these companies. The information that will be gathered for this study will be derived from primary and secondary resources. The primary source of data will come from a self-administered survey questionnaires prepared by the researcher, which will be distributed to the participants of the study. The respondents of this study will be selected the customers of coffee companies in Philippines. The secondary sources of data will come from published articles from social science journals, theses and related studies on quality strategies and customer service.

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