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The Impact of Ib

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Submitted By skturag
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EAST WEST UNIVERSITY
EMBA Program
MKT502/EMBA_591: International Business /Business in the Global Environment
Spring-2016

Group Assignment: Analysis of Selected Case Studies

Instructions
1. Each group (six students, max.) will analyze the four cases attached herewith by answering the cases related questions.
2. Students are advised to apply relevant concept available in lecture materials, textbook, and/or any related sources while answering case related questions.
3. Length of each case analysis must be 2-5 pages including explanations, related charts, and images, if any.
4. The deadline of submission is April 05, 2016. Don’t miss the deadline. However, early submission is acceptable.
5. Each group must submit both hard and soft copies of the assigned work.
6. Please make sure that all group members’ names and IDs are on the cover page.
Nevertheless, group leaders are advised to exclude the particulars of the group members who are free-rider in nature.
7. Last but not least, be cautious about plagiarism!!!!!!!

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Case study 1: The Globalization of Starbucks
Thirty years ago, Starbucks was a single store in Seattle's Pike Place Market selling premiumroasted coffee. Today it is a global roaster and retailer of coffee with some 16,700 stores, 40 percent of which are in 50 countries outside of the United States. Starbucks set out on its current course in the 1980s when the company's director of marketing, Howard Schultz, came back from a trip to Italy enchanted with the Italian coffeehouse experience. Schultz, who later became CEO, persuaded the company's owners to experiment with the coffeehouse format-and the Starbucks experience was born. The strategy was to sell the company's own premium roasted coffee and freshly brewed espresso-style coffee beverages, along with a variety of pastries, coffee accessories, teas, and other products, in a tastefully designed

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