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MKT303_T2_2020_Workshop_05_In-class_Assessment.pdf
MKT303 International
Marketing In-class Assessment
PESTEL Analysis
Workshop 5
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In-class Assessment
Form pairs and watch the video of ‘Why
Starbucks Failed in Australia’.
In-class Assessment Cont.
You and your partner have 70 minutes to collectively discuss the main reasons why Starbucks was so
unsuccessful in entering the Australian coffee market. In having this discussion, you are to
complete the PESTEL analysis of the Australian market by using information presented in the video.
Based on this, you are then required to reflect on the potential cultural challenges that Starbucks is going
to experience when they are entering the Italian coffee market.
In-class Assessment Cont.
In completing this activity, you and your partner are required to prepare a PowerPoint slide deck which you and your partner will use to deliver a 10-minute presentation to the workshop facilitator and classmates. More specifically, your slides should include the following:
• PESTEL analysis of the Australian coffee market based on the information presented in the video.
• Identification of the opportunities and threats that should have been considered by Starbucks at the time of entering the Australian coffee market.
• A proposal of how Starbucks should approach the Italian coffee market in light of the lessons learned from the failed market entry in Australia.
In-class Assessment Cont.
You and your partner will be
given 8 minutes (no more)
to present the key findings
to the workshop facilitator
and classmates with
additional 2 minutes
reserved for any questions
that your workshop
facilitator and classmates
might have. Source: Photo by Alex Litvin on Unsplash
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Study Week
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