A marketing exercise
Read the Starbucks case thoroughly and using Exhibit 1.3 (International Marketing Textbook),
answer four questions at the end of the case. You will find the article in this Week’s folder.
1. Identify the controllable and uncontrollable elements that Starbucks has encountered in
2. What are the major sources of risk facing the company? Discuss potential solutions.
3. Critique Starbucks’ overall corporate strategy.
4. How might Starbucks improve profitability in Japan?
Please provide thorough responses to display your knowledge of the content associated with
the case. Provide one paragraph for each question. If you are stuck on anything please let me
know.
I recommend that you initially type your responses into a word document then post your
answers on the submission site in the Week 1 folder.