Teaching activity

International Expansion - Why Starbucks Failed in Australia

Jim Riley

7th August 2018

With over 28,000 stores operating across 76 countries, Starbucks is rightly considered a leading global brand. However, there is one country where Starbucks' international expansion came badly unstuck - Australia.

This superb video from CNBC explores why Starbucks failed to establish a leadership position in the $6bn Australian coffee shop market.

It also explains why a competitor brand - Gloria Jeans - has succeeded where Starbucks failed.

So much to explore in this video, from pricing to product and more. Enjoy!

Jim Riley

Jim co-founded tutor2u alongside his twin brother Geoff! Jim is a well-known Business writer and presenter as well as being one of the UK's leading educational technology entrepreneurs.

© 2002-2022 Tutor2u Limited. Company Reg no: 04489574. VAT reg no 816865400.