MKIB356 INTERNATIONAL MARKETING ASSIGNMENT BRIEF 2023-2024
This assignment accounts for 50% of the total marks for this module. Deadline for submission: December 15th, 2023
I. THE BACKGROUND
Starbucks Corporation is a well-known American multinational coffee chain, renowned for providing high-quality products such as coffee, tea, and snacks, as well as offering in-store coffee shop experiences. As of 2023, Starbucks maintains its continuing global presence, operating in over 80 international markets with more than 35,000 stores. The specific list of these markets can be found on pages 6-7 of this document. In the previous year, 2022, Starbucks encountered a decline in revenue, primarily attributed to the global pandemic. However, the company is on a path to recovery and continues exploring opportunities for growth and enhancing its global position. The case study titled "Starbucks: Creating the Ambience and Rekindling People's Thirst by Bringing the Brew to the World," (Rajaram, 2023) provides insights into Starbucks' current standing in the global market.
II. YOUR TASK
Your task is to address ONE of three critical issues concerning Starbucks' future
international marketing program:
1. Market Expansion Decision: Given Starbucks' current presence in more than 80 markets, should Starbucks expand into entirely new markets*, or should the focus be on enhancing their presence in existing international markets? Provide a well-justified rationale for your choice.
2. Market Selection and Entry Strategy: Presuming Starbucks opts to expand into a new international market*, (1) which market should Starbucks select? (2) which entry mode(s) should Starbucks employ to successfully penetrate this chosen market? Provide a well-justified rationale for your choice.
3. Local Marketing Mix: Presuming Starbucks decides to enter a new international market of your choice*, outline how they should develop a product/service and communication strategy for this market. Provide a well-justified rationale for your answer.
While the primary case study by Rajaram (2023) should serve as your starting point, it is imperative that you conduct further relevant market research for
III.
The selected new market must be different from Starbucks' existing markets (refer to pages 6-7 for the list of existing markets and the number of stores in each market).
FURTHER INSTRUCTIONS
The maximum length for the coursework is 2000 words, excluding references.
You must note that the word count is the absolute upper limit. There is no leeway over this, i.e., you will be penalised if you submit work that exceeds the word limit (the suggestion that you may exceed the word count by 10% is a myth!). The following are not included in word counts: Reference lists/bibliographies and question titles; appendices/footnotes, tables/graphs.
SUGGESTED STRUCTURE
1. Introduction: Begin by providing relevant background information about Starbucks and the specific issue you will address in this assignment.
2. Market Research: Conduct a macro-environment analysis (e.g., PEST analysis) and optionally, micro-environment and internal analyses. The insights obtained from the market research should support your response to the selected question.
3. Critical Analysis: Utilizing both academic literature and insights from market research, present a well-argued response to one of the issues related to Starbucks' international marketing (Market Expansion Decision, Market Selection and Entry Strategy, or Local Marketing Mix).
4. Conclusion: Conclude your assignment by summarizing the key takeaways.
ASSESSMENT CRITERIA
1. The work will be marked against ULMS undergraduate marking criteria. Please check these criteria carefully when compiling the review to maximise your chances of a top mark. Also, standard University penalties will apply for late submission.
Starbucks (utilizing only desk research methods). In the market research section, you should demonstrate your ability to effectively use and synthesize reliable market data and reports to provide comprehensive market insights that can support international marketing decisions.
To assist your initial research, supporting case studies covering different aspects of Starbucks' international marketing strategies from 2003 to 2023 are provided. These can be accessed on CANVAS under "Assignments" within the module. You are not obligated to incorporate the supporting case studies.
Note:
IV.
V.
2. Ensure you include full references to all your sources.
3. Make sure your interpretations are supported by the data obtained.
Weighting of the assessment components:
Key Sections
Weighting (out of 100%)
Structure, style and presentation
▪ Start with a concise introductory paragraph including providing an overview of the assignment’s content and anticipated conclusions.
▪ Sustain a coherent and logical argument throughout the assignment.
▪ Maintain concise paragraphs that follow a logical flow.
▪ Employ appropriate subheadings to effectively organize the
essay into distinct sections.
▪ Conclude by summarizing the key takeaways.
▪ Ensure clarity, grammatical correctness, and conduct thorough
spell-checking for your writing.
10%
Market Research
▪ Demonstrate your capacity to conduct relevant and appropriate market research for Starbucks in a chosen market(s).
▪ Utilize a variety of reliable secondary sources, such as Statista and Mintel, in conjunction with reputable sources like Harvard Business Publishing case studies, to extract valuable market for Starbucks.
▪ Apply relevant frameworks to guide your comprehensive market research, including the analysis of the macro- environment (e.g., PEST analysis) and/or micro-environments (e.g., Porter's Five Forces analysis), and optionally, the internal environment.
30%
Critical Analysis
▪ Demonstrate your understanding of international marketing theories and concepts, where applicable, to evaluate your responses effectively.
▪ Utilize a range of high-quality academic journal articles, with preference given to 3-level, 4-level, and 4*-level ABS journals.
▪ Effectively combine academic literature and real-world data to generate high-quality recommendations for Starbucks.
▪ Showcase evidence of critical thinking and originality in your analysis
60%
Coursework Marking Criteria
ULMS has a standard guide for coursework – use the table below for extra guidance.
Overall Grade
Criteria
90 – 100%
Thorough and authoritative execution of the brief. Containing evidence of significant independent research, reflective, perceptive, well-structured, showing significant originality in ideas or argument, aptly focussed and very well written, in appropriate register; few areas for improvement.
80-89%
Thorough execution of the brief, well-structured, clearly argued, signs of originality and/or independent critical analytical ability. Supported by independent research, materials well utilized; well- focussed and very well written.
70-79%
Good execution of the brief; well-focussed, knowledgeable, well- written, strong evidence of reading beyond the basic texts and displays mastery of the subject matter.
60%-69%
Well-structured and well-focussed answer with strong evidence of reading beyond the basic texts. Well-written with few linguistic errors, thorough and comprehensive in approach. Displays a good knowledge of the subject matter and an ability to discuss theories and concepts.
50-59%
Competently structured answer, reasonably well-focussed and comprehensive but tending to be descriptive in approach. Limited evidence of reading beyond the basic texts. Reasonably well-written, perhaps some minor errors in spelling, register grammar or syntax.
40%-49%
Relies largely upon lecture materials and basic texts. Descriptive in approach, limited knowledge and understanding of the subject matter displayed; partial and/or containing significant errors and/or irrelevancies; poorly structured. Perhaps some inaccuracies in English which occasionally affect comprehension of ideas.
30%-39%
Inadequate execution of the brief. Highly partial and/or containing serious errors; contents partly or substantially irrelevant. Poorly structured. Displays little knowledge of the subject matter. Perhaps some inaccuracies in English which affect comprehension of ideas.
0% - 29%
Seriously inadequate execution of the brief. Failure to focus upon the question. Seriously short or even devoid of theoretical under- pinning. Large sections irrelevant. Evidence of potential plagiarism. Perhaps some serious weaknesses in use of English which affect the communication of ideas.
VI. FEEDBACK
This module has an agreed 3-week marking turnaround of coursework. You will be notified when your feedback is available.
In addition to the various forms of support available for this module, we are happy to provide feedback on your drafts. You can ask us questions about your assignments at the end of seminars or during breaks. Additionally, you can schedule appointments to discuss your topic or assignment in more detail. Please refrain from sending drafts via email to the teaching team. We will help you with the assignment's structure and general arguments and will only provide verbal feedback.
It is important to note that we will not provide written feedback on complete drafts. You are required to take more ownership and autonomy with your studies.
VII. SUGGESTED READING
There is an abundance of associated literature available to aid your research. The following examples are provided to kickstart your research.
Case studies: You can access all the case studies on CANVAS.
▪ Main Case Study: Kumaran Rajaram (2023) - "Starbucks: Creating the Ambience and Rekindling People's Thirst by Bringing the Brew to the World."
▪ Supporting Case Studies (2003-2023): These case studies offer valuable insights into Starbucks' marketing strategies and international marketing efforts.
Report: Visit the University's online library databases (https://libguides.liverpool.ac.uk/az.php) to access reports from Statista and other trusted sources.
Statista (2023) Statistics report on Starbucks. Link:
VIII. TIPS FOR ACHIEVING GOOD MARKS
▪ Start Early!
▪ Begin by thoroughly reading the main case study and conducting preliminary research to identify the key issue for your assignment. Do this as soon as you can!
▪ Next, conduct comprehensive market research and review relevant literature, with a preference for 3-star, 4-star, and 4-star* ABS journals.
▪ Ensure that your arguments are well-grounded in both market research findings and academic literature.
▪ If you have questions, you can ask me during seminars and via the Student Discussion Board on CANVAS. However, please check the FAQ document and the module handbook first. If you cannot find the answer, also look up my responses to other students' questions on the discussion board.
STARBUCKS STORES IN DIFFERENT MARKETS UNITL JULY 2, 2023
Licensed Stores – By countries
Numbers of stores
North America
Canada 476 United States 6,664
International
Andorra 2 Argentina 132 Aruba 5 Australia 67 Austria 2 Azerbaijan 6 Bahamas 14 Bahrain 48 Barbados 3 Belgium 34 Bolivia 7 Brazil 197 Brunei 4 Bulgaria 16 Cambodia 39 Cayman Islands 2 Chile 155 Colombia 61 Costa Rica 22 Curacao 2 Cyprus 16 Czech Republic 52 Denmark 16 Dominican Republic 6 Egypt 77 El Salvador 19 Finland 4 France 227 Germany 152 Greece 37 Guatemala 14 Guyana 1 Hong Kong/Macau2 189 Hungary 38 India 348 Indonesia 567 Ireland 87 Italy 28 Jamaica 13 Japan 152 Jordan 31 Kazakhstan 35 Kuwait 215 Laos 2 Lebanon 42 Luxembourg 4 Malaysia 393 Malta 14
Mexico 793 Monaco 3 Morocco 18 Netherlands 99 New Zealand 33 Norway 25 Oman 22 Panama 16 Paraguay 1 Peru 111 Philippines 439 Poland 70 Portugal 23 Puerto Rico2 31 Qatar 63 Romania 56 Russia - Saudi Arabia 421 Serbia 5 Singapore 151 Slovakia 10 South Africa 65 South Korea 1,838 Spain 155 Sweden 4 Switzerland 9 Taiwan 560 Thailand 465 Trinidad and Tobago 15
Turkey
Turks and Caicos UAE - Dubai United Kingdom3 Uruguay
Vietnam
Canada United States
International
Austria
China
Italy
Japan Switzerland United Kingdom3
972 9,480
20 6,480 1 1,696 47 336
Co-operated – By countries
Numbers of stores
North America
Source: “Store counts: by Market”
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