Submitted by: Submitted by ledgerk
Views: 585
Words: 2149
Pages: 9
Category: Business and Industry
Date Submitted: 11/21/2012 02:11 PM
Executive Summary
We have investigated the possible launch of the Starbucks Coffee Company
in the Netherlands, where we tried to combine the Starbucks’ ‘way of doing’
with the local Dutch market. Our mission therefore is to successfully
introduce while paying attention to the Dutch needs and expectations.
The standardized Starbucks products will be used such as coffee, tea, and
merchandise, except for the pastries, where we strive to localize to better
integrate with the local market. The products will be premium priced,
according to the Starbucks strategy. As a result, Starbucks will be
established as a premium brand. The first store will be opened in Amsterdam
in a promising and popular area under the local community. After this we
want to expand in Amsterdam and other major cities in the Netherlands.
Although Starbucks will have to compete with several other coffee
companies, our research shows that Starbucks has a strong affection with
the potential customers, even though the competition scores better in some
aspects. Through our premium name, we want to secure this preferred
position.
The target market, and therefore the customers that will visit Starbucks
Amsterdam, fit the profile of traditional Starbucks customers in other cities.
The Netherlands are very diversified as are the Starbucks customers and
therefore we expect a quick acceptance in the Dutch market, even from
potential customers who still do not know Starbucks.
Starbucks should segment the market in the future through demographic and
behavioral segmentation, and apply differing strategies to appeal to each
segment.
The financial expectations are positive, Starbucks Amsterdam expects a
profit in its second year, and it should take around 4 years to pay off the
investments and losses which will be generated in the first year.
In terms of an advertising plan, the main initial goal is to gain awareness
throughout the primary and secondary target markets. This will be...