Starbucks and the Move into Malaysia

Paper Summary:

The writer explains the background policies of Starbucks when entering Asian markets, showing how this complies with Starbucks' mission statement. The paper details the prospect of entering the Asian market with reference to economics, the market, religion, political stability, and other details which foreign investors need to be aware of. In conclusion, the writer describes the basic plan for entry into the Malaysian market and briefly discusses some problems that were encountered in doing so, and the solutions that were decided on.

Table of Contents:
Mission Statement
Our Operation
Malaysia - A Prospect in Capsule Form
- The Economic Base
- Consumer Market
- Political Stability
- Religion and Ethnicity in Relation to Politics and Marketing
- Foreign Operations and Business Practices
- Malaysia's Financial Strength and Prospects
- Indicators for Our Success in Malaysia
- Malaysia Banking Service
- Telecommunications
- Other Background Notes from U.S. Agencies Affecting the Plan
- The Plan and Conclusions
Bibliography

From the Paper:

"The last ten years of fast growth, a factor we recognized early on, has created and increasingly wealthy Malaysian middle class, and more progress has been made in reducing poverty than in several Asian countries. This factor is likewise in our favor where Starbuck's expansion program is concerned.
"Demand for Western commodities were high until the recent Ringitt devaluation, but will certainly decrease for a couple of years. The government encouragement to buy Malaysian is another motivating factor for Starbuck's expansion into the country with our planned new facilities. As the SBI teams shall be hiring, training, integrating and blending Malays we shall very quickly become known more as a local rather than international presence in our expansion areas.
"Moreover, Malaysians are very brand and "prestige," conscious, and often base purchasing decisions on information from close associates and family. Special deals free gifts, and discounts - the deeper the better - also have some measure of success in marketing campaigns. Our recent historical research bears out this aspect of the typical Malaysian customers we seek and therefore contribute heavily toward the need for this expansion into this nation."

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