Summary of There Are Basically No Starbucks on This Continent. Here’s What Went Wrong.

Looking for the video?
We have the summary! Get the key insights in just 5 minutes.

There Are Basically No Starbucks on This Continent. Here’s What Went Wrong. summary
Start getting smarter:
or see our plans

Rating

8 Overall

7 Applicability

8 Innovation

9 Style


Recommendation

In 2000, Starbucks boldly entered the Australian market. It made many false assumptions and failed to conduct due diligence in the form of market research as it plowed ahead, opening store after store. In 2008, it closed two-thirds of its Australian outlets. This brief, engaging video analyzes where Starbucks erred and what it can learn from its failure. getAbstract recommends this corporate case study to students of business and to anyone attempting to export a brand. 

In this summary, you will learn

  • Why Starbucks coffee shops failed in Australia, and 
  • What lessons Starbucks and other global firms can learn from this experience.
 

About the Speaker

CNBC specializes in providing business news around the world.

 

Summary

Starbucks boasts more than 28,000 outlets in 76 different markets around the world. But when the coffee giant entered the Australian market, success proved elusive. Starbucks opened its first Australian store  in 2000. By 2008, it had opened 87 cafés throughout Australia, but the chain stalled. Starbucks Australia recorded $105 million in losses in its first seven years. In 2008, Starbucks closed more than two-thirds of its Australian outlets.


More on this topic

Customers who read this summary also read

How China Interferes in Australia
How China Interferes in Australia
8
All About Them
All About Them
8
Shift Ahead
Shift Ahead
7
Shapeholders
Shapeholders
8
The Zombie Business Cure
The Zombie Business Cure
7
How Cool Brands Stay Hot
How Cool Brands Stay Hot
8

Related Channels

Comment on this summary