Expansion to a new market presupposes consideration of vital elements that are required for success. First of all, for Starbucks, it can be recommended to communicate the brand successfully. The entry to a new area demands this element as a part of the preparation for the functioning of a company under new conditions. For this reason, a detailed explanation of the firm’s peculiarities will help to achieve desired outcomes.
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Second, the speed of expansion should be determined as only regions ready for the entry should be chosen. It means that the analysis of factors that will affect the company should be conducted to acquire an improved understanding of how the company can work in a new environment. It is another essential element, as the unwillingness of clients to buy Starbucks’ goods will precondition the failure of a new department.
Third, it is critical to support the high service standards and guarantee that they would not differ from the rules peculiar to the firm’s stores in other regions. The high quality of products combined with the outstanding service will attract new clients and guarantee that they will buy products offered by Starbucks. Otherwise, the difference between shops in different regions will have a negative effect on the evolution of the company in a new area and its opportunities for success.
Finally, the appropriate business model should be chosen. Starbucks operates in a highly competitive sector, and there are many other brands that also want to achieve their success and generate income. That is why a new entry should be supported by the model presupposing generation of competitive advantage via pricing or some other strategies to succeed and create the basis for further growth.