Papers on "Starbucks Coffee, Japan" and similar term paper topics

Paper #063700 :: Starbucks Coffee, Japan
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This paper discusses the international marketing strategy of Starbucks in Japan.

Written in 2005; 950 words; 2 sources; APA; $ 33.95

Paper Summary:

This paper explains that Starbucks' currently mixed success in Japan is evidence that attempting to replicate an American fast food franchise success story, without adapting to local tastes and needs, is a recipe for disaster. The author points out that, relying upon the Japanese taste for newness and Americana, Starbucks quickly found itself running up against (1) Japan's notoriously fad driven economy, (2) Japanese cultural differences such as smoking and (3) not providing enough tea alternatives. The paper relates that with so many Japanese people eating out, Starbucks Japan had many marketing problems relating to its food quality, in terms of freshness and selection; unlike in the U.S., ovens had to be installed in all stores to improve the freshness of its food offerings.

From the Paper:

"Initially, it seemed that Starbucks had many advantages in adapting its "circular, green-and-black logo" to Japan. One external advantage enjoyed by Starbucks, an advantage integral to the Japanese culture, was the Japanese peoples' food buying habits. For instance, although it is an industrialized country, supermarkets are less common in Japan than they are in the United States. Many people shop and eat habitually in local neighborhood stores and eateries in Japan because it is impractical to drive to a large supermarket. Patronizing coffee and noodle shops is an ingrained part of local culture."

Tags: franchise local fad tea food

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