Starbucks-Question#2- Eric Yoshikawa

I would classify Starbucks as pusuing the localization strategy. It has reacted well to markets overseas. One example given in the book was a green tea Frappuccino in asian countries. In the U.S. making the product based around the "on the go market". places like the U.K 85% of the sales are consumed on the premises. Obviously the difference from paper cups to actual mugs will start to pay off if you can reuse products such as these. In my mind this is the only strategy. You need to keep the core of what got you to where you are and you need to custom fit it to the market you entering.