International Business Launch Project

Final Project Proposal

Brianna Garcia

Department of Business, Excelsior College

Bus435: International Business

Sheila Calhoun

Trying to launch new products over seas can be a daunting task. Things that must be considered before even trying are the differences in culture, taste pallets, and what is considered ethical or not ethical in that culture. There is also the fear of failure or bruised brand image to think about as well. For example, Starbucks has yet to open a shop in Italy mostly out of fear of doing badly in comparison to the smaller, higher quality espresso shops they operate within Italy. For that reason, Starbucks has not even attempted to infiltrate that market possible to market saturation. Companies hoping to enter a foreign market must consider multiple things before attempting to do so.

After closer review, I have decided to tackle the task of introducing girl scout cookies into the Italian market. The reason I chose girl scout cookies is because they are a well-respected brand with a mission that most people can get behind. They also sell a quality product which I feel could satisfy most taste pallets. Another reason I chose girl scout cookies, especially in Italy is because Italians love their espresso and girl scout cookies could make a great pairing with said espresso. I feel like girl scout cookies could be easily accepted in Italian culture and would be ethically approved by the country.

References

Business Culture In Italy. (2014). Atma Global.

Hochberg, M., & Hochberg, L. (2020). International Business Needs Grand Strategy. Journal of Competitiveness Studies, 28(2), 81–102.

LOCKWOOD, L. (2021). More Than A Cookie. WWD: Women’s Wear Daily, 22.

Santos, J. H. D. A. (2019). International Business Strategy. Society Publishing.

Wood, D. F. (2002). International Logistics: Vol. 2nd ed. AMACOM.