MKT 710 Complete Course Louisiana State University Shreveport MKT 710 Complete Course Louisiana State University | Page 2

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MKT 710 Module 2 Case Study 1 Starbucks Going Global Fast Louisiana State University
Shreveport
Read the case: Starbucks - Going Global Fast and complete your case analysis.
1. Identify the controllable and uncontrollable elements that Starbucks has encountered in
entering global markets.
2. What are the major sources of risk facing the company? Discuss potential solutions.
3. Critique Starbucks’ overall corporate strategy.
4. How might Starbucks improve profitability in Japan?
MKT 701 Module 3 Discussion 4 Answer
Edward T. Hall was an American cross-cultural researcher who is known for describing high and
low context cultural factors. He also defined two systems of time in the world: monochronic and
polychronic time. Monochronic time is typified by German, Swiss, Scandinavian, and
American/Canadian culture. These low-context Western cultures tend to concentrate on one
thing at a time and stay on time. Polychronic time, present in high-context cultures like China,
Japan, Mexico, and Middle Eastern countries, is characterized by looser time schedules and
taking time to develop deeper relationships prior to conducting business.
http://changingminds.org/explanations/culture/hall_culture.htm
Suppose you are an American manager working for a company in the Middle East. Would you
(1) learn to adjust to polychronic time to avoid getting frustrated, or (2) attempt to change the
culture of the company from within to get things done in a timely manner? Choose your
preferred route to successful management and support your decision.
MKT 701 Module 3 Discussion 5
Marketing managers must consider international opportunities given that fact that we live in a
global economy. There are many reasons why it makes sense to conduct business abroad
including identifying international trends and gaining competitive advantage.
Nestlé is a successful global company with a great strategy. They offer a wide range of food and
drink products like cereal, baby food, dairy products, coffee, tea, bottled water, snacks, and
chocolate. In 2011, the Fortune Global 500 listed Nestlé as the #1 most profitable company. The
“Nestlé way” is to dominate its markets using a strategy that can be summarized in four basic
points: long-term planning, decentralized management, sticking to what they know, and adapting
to local tastes.
Several years ago, marketers at Nestlé found success with the KitKat Postal campaign in Japan,
one of the most competitive retail markets in the world. Briefly describe how this campaign