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International Timber Management

In: Business and Management

Submitted By CocoEgg
Words 2911
Pages 12
1. Introduction Today, coffee is a beverage which is becoming indispensable in life. Many people drink at least a cup of coffee each day. In Singapore, coffee can be easily bought in any coffee shops, cafes, restaurants and even sold by vending machines. Besides that, Singapore is one of the highest coffee-consuming countries in the world which is meant that 4.4kg of coffee per year (280 cups of coffee) (Channel NewsAsia, July 14, 2013). For coffee lovers, Starbucks is a famous name. It is because of the high quality of coffee bean used and the environment that lets customers enjoy the coffee. So, Starbucks is always the first choice of many people. The purpose of this report is to investigate about how Starbucks can expand their market in Singapore. This report will provide the background of the company and country. A SWOT analysis, PEST analysis and Porter’s 5 forces also will be provided in this report. Lastly, this report will give the recommendation and conclusion.

2. Company Background Starbucks is mainly famous for selling coffee, but it also sells other hot and cold beverages, pastries, sandwiches and other snacks. Today, Starbucks is the top largest coffee chain in the world which has more than 19000 branches in more than 60 countries (Hawthorn, October 30, 2013). Singapore is the third international country outside North American to introduce the Starbucks (Our heritage, 2011). 3. Country Background Singapore is a prosperous developing country. It is one of the commercial hubs in the world. Although it is a small country, it has education, healthcare, government transparency and economic competitiveness which are placed with the higher ranking in the world. Singapore is built by many kinds of races but they live peacefully. Based on the reasons from above, Singapore is chosen. It is also because more people in Singapore are willing to spend...

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