Teaching activity
International Expansion - Why Starbucks Failed in Australia
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.
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