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Strategies for International Product Introduction: Starbucks DoubleShot© Meets Mexico

Cipra, Eric
http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1146258515

Abstract Details

2006, Bachelor of Science, Miami University, School of Business Administration - Marketing.
Starbucks Coffee Company is a specialty coffee retailer with approximately 8,500 locations in over 30 countries worldwide. With a focus on cultivating strong customer relationships through continuous innovation, quality, and people management, Starbucks has become one of the most recognizable brands in the world. In 2002, the company took two steps toward expansion—it introduced Starbucks DoubleShot© to the US market and made the decision to enter Mexico for the first time. DoubleShot©, a unique blend of Starbucks’ signature espresso and cream, has proven itself to be a domestic success and category leader, and the nearly 72 Mexican Starbucks locations have experienced extensive growth. Given these factors, the timing is ripe for the introduction of DoubleShot© into Mexico. This work discusses touches on Starbucks’ history, its global experience, DoubleShot© itself, and an analysis of the Mexican marketplace. Finally, it concludes by proposing an appropriate strategy for a successful introduction.
Gillian Oakenfull (Advisor)
44 p.
Business Administration, Marketing
Starbucks; Starbucks DoubleShot; Mexico; International; Product Introduction; Strategy

Recommended Citations

Citations

  • Cipra, E. (2006). Strategies for International Product Introduction: Starbucks DoubleShot© Meets Mexico [Undergraduate thesis, Miami University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1146258515

    APA Style (7th edition)

  • Cipra, Eric. Strategies for International Product Introduction: Starbucks DoubleShot© Meets Mexico. 2006. Miami University, Undergraduate thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1146258515.

    MLA Style (8th edition)

  • Cipra, Eric. "Strategies for International Product Introduction: Starbucks DoubleShot© Meets Mexico." Undergraduate thesis, Miami University, 2006. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1146258515

    Chicago Manual of Style (17th edition)

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© 2006, all rights reserved.
This open access ETD is published by Miami University Honors Theses and OhioLINK.