Selling Water to the Fish. Can Starbucks Make Italians Buy Its Coffee?
When Starbucks didn’t manage to conquer Italian market, it received a lot of media coverage on the subject of how to do (and not) International expansion. It was all good until this year Seattle chain of coffee bars announced it will come back with revised marketing strategy. This is why we decided that this case study deserves to be in the spotlight of our blog. After all, we devoted huge chunk of the blog to analyzing international marketing mistakes and Starbucks surely did some. Let’s briefly recap some of them.