Case 2: Starbucks Overseas
What were the key reasons for Starbucks success in China?
Effective positioning and the generation of new demand
What were the critical reasons for Starbucks failure in Australia?
Not Understanding the culture of Australian Customers
The Great Recession
Do you think Starbucks should continue its expansion plans in Australia?
Using insights from the cases, what are your suggestions to Starbucks? How could they best ensure success in Nairobi market?
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