RESEARCH PROJECT-MGNT922 -T2 -2021
1
, RESEARCH PROJECT-MGNT922 -T2 -2021
Executive Summary:
In July 2000, in Sydney's CBD Starbucks opened the doors of its first Australian shop with extra-
ordinary ambition. Following World War II, thousands of refugees arrived on Australia, bringing
with them a taste for coffee. Starbucks stores were organized and operated similarly to those in
the United States, since Australia and United States are mostly connected to each other in term of
culture. But Starbucks underestimated their strategic advantage when they entered in competitive
coffee market. Their corporate strategy and action plan became impractical since they were looking
internationally when working locally. Starbuck’s extremely advanced coffee culture did not make
any impression on Australians’ mind. People believed Starbucks was only interested in making
profiting and conquer the industry instead caring the coffee culture. Moreover, Starbucks coffee
costs are excessively high as opposed to nearby baristas or other industry competitors. For the
same product of equal consistency, Starbucks charged more price from their customers.
2
, RESEARCH PROJECT-MGNT922 -T2 -2021
Contents
Executive Summary:......................................................................................................................................2
1. Introduction...............................................................................................................................................4
2. Literature review.......................................................................................................................................8
3. Methodology...........................................................................................................................................10
4. Results Analysis and discussion...............................................................................................................12
5. Conclusions..............................................................................................................................................19
6. Recommendation:...................................................................................................................................20
7. Reference List:.........................................................................................................................................22
8. Appendix:................................................................................................................................................24
3
1
, RESEARCH PROJECT-MGNT922 -T2 -2021
Executive Summary:
In July 2000, in Sydney's CBD Starbucks opened the doors of its first Australian shop with extra-
ordinary ambition. Following World War II, thousands of refugees arrived on Australia, bringing
with them a taste for coffee. Starbucks stores were organized and operated similarly to those in
the United States, since Australia and United States are mostly connected to each other in term of
culture. But Starbucks underestimated their strategic advantage when they entered in competitive
coffee market. Their corporate strategy and action plan became impractical since they were looking
internationally when working locally. Starbuck’s extremely advanced coffee culture did not make
any impression on Australians’ mind. People believed Starbucks was only interested in making
profiting and conquer the industry instead caring the coffee culture. Moreover, Starbucks coffee
costs are excessively high as opposed to nearby baristas or other industry competitors. For the
same product of equal consistency, Starbucks charged more price from their customers.
2
, RESEARCH PROJECT-MGNT922 -T2 -2021
Contents
Executive Summary:......................................................................................................................................2
1. Introduction...............................................................................................................................................4
2. Literature review.......................................................................................................................................8
3. Methodology...........................................................................................................................................10
4. Results Analysis and discussion...............................................................................................................12
5. Conclusions..............................................................................................................................................19
6. Recommendation:...................................................................................................................................20
7. Reference List:.........................................................................................................................................22
8. Appendix:................................................................................................................................................24
3
