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C/B/3492. Dissertation. The growth of MNE in emerging markets: case study Starbucks

WORDS:
10400
DATE:
2011
PRICE:
109.99 GBP

This dissertation discusses the growth of MNE’s in emerging markets, using Starbucks (the coffee retailer) as a case study. The objectives are to identify the key determinants of success for a MNE entering the Chinese consumer marketplace, to examine and evaluate strategies used to overcome barriers to success in this marketplace, and to identify actions and strategies used by Starbucks that can be generalized to other similar situations. The review of literature presents an overview of Starbucks and introduces China as the MNE in question. The literature review also discusses topics like the Starbucks business model, the essence of the brand, growth market for the beverage sector, availability of land, cultural issues, and labour force. All aspects of the research methodology are provided, and data is collected using a range of techniques, like surveying Starbucks employees. The findings are discussed, and conclusions are made regarding recommendations.

 

KEYWORDS: Dissertation, MNE, emerging markets, Starbucks, coffee, business model, growth market, beverage sector, land, culture, labour force!,

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