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The Comparison of the Company’s Internationalization Strategies in European Markets (a Case Study of Starbucks)

ФИО студента: Iuliia Burtseva

Руководитель: Nadezhda Zinkovich

Кампус/факультет: Faculty of World Economy and International Affairs

Программа: World Economy (Bachelor)

Год защиты: 2019

Abstract Due to the growth of globalization, increased competition in business, companies are in need to adapt to markets and find special approaches to each case, considering an increasing number of factors. Generally stated, the purpose of the proposed research project is to analyze and to compare the strategies of internationalization of Starbucks Corporation in the European markets, especially Italian market. Firstly, recent works are relatively old and the situation has changed dramatically. Businesses have changed, they have individual new marketing strategies, strategies of internationalization. Secondly, there are few works about European markets, but more about American and Asian one. The study will use survey data of international organizations such as the World Bank; national statistical agencies, as well as annual reports and press releases provided by the company Starbucks; the websites of online newspapers as "RBC", "Forbes" collected through an online research. The factor-analysis (PEST) will be used to find out which factors are crucial for company’s activity. Our analysis is expected to show that company chooses appropriate strategy according to the target country’s political, economic, social, technological factors and then adapts business to it. Keywords: strategies of internationalization, European markets, Starbucks Corporation, factor analysis

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