3. Why do you think that Starbucks has used joint ventures with local companies to enter many foreign markets?
I think that Starbucks has decided to use joint ventures with local companies because the nature of the market is a very conditional one. It is very clear that different countries of different backgrounds prefer different types of food. Coffee seems to be inherently a cultural luxury. This means that if a culture doesn’t particularly enjoy coffee on a regular basis, than they would not take kindly to starbucks moving in and attempting to establish a customer base. Even a big company needed the help of local companies to help understand their market better before they tried to penetrate it.
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