ABSTRACT
Starbucks, the star of the U.S.A. coffee shops has become an icon of the American culture and is intensively settling all over the world, including in France. However, as numerous stores are currently closing their doors in the USA and abroad, we wondered whether Starbucks's integration in France was efficient enough to maintain its business. Thus, the present report, Is Starbucks’ integration strategy into French market effective ?, will analyze the process whereby Starbucks entered the French market and will evaluate its success. This evaluation is based on a huge number of web documents which enabled us to describe its integration strategy through the five elements of marketing mix: product, price, place, public image and people. We were then able to evaluate its effectiveness according to four criteria: financial benefits, customers’ opinions, competitiveness and project expansion. Our results showed that after four years of activities, Starbucks France was not yet profitable and had to face a tough cultural resistance. Nevertheless the coffee shop still managed to attract new customers and retain its most loyal fans.
INTRODUCTION
Wherever you go in the United States, you can always find a Starbucks and treat yourself with a hot grand latte or a delicious chocolate muffin with a green siren on the wrapping. Being a part of modern culture, it is impossible to ignore Starbucks’ fame and its lifestyle which is called a “third place” by its intimates. “Third place” is the mixing spot between American and European cultures, and also the small paradise between work place and home. Here is some background information about the company.
In 1971, Sta ...