In Chapters 8 and 9, we reviewed several types of global expansion strategies a company can undertake when entering new markets. For this assignment, you will read a case study about Starbucks’ expansion into the Indian market (p. 413 in the textbook) and then respond to, and make decisions, based on the following questions:
What inspired Starbucks to venture in to India?
What were some of the company’s early concerns and other obstacles?
How would you describe Starbucks’ approach to entering India?
how Starbucks was influenced by cultural differences to adapt its offerings for the Indian market?
Why did Starbucks want to enter India through a joint venture? Specifically,
what benefits did Starbucks and the Tara Group both gain by partnering with one another?
What synergies were present?
What conflicts occurred and how were they resolved?
Now, assume the role of the Director of Starbucks’ Indian strategic planning team.
You have been tasked to explore the benefits and challenges of expansion into foreign countries through joint-venture partnerships.
Describe the opportunities, benefits, and concerns that Starbucks might face by doing so.
Summarize the cultural environment, choose an entry strategy from the text, and describe how you would implement this entry strategy. Make sure you are very detailed in your explanation.
should meet the following requirements:
Be 6 pages in length, which does not include the title page, abstract, or required reference page, which is never a part of the content minimum requirements.
Use APA (7th ed) style guidelines.
Support your submission with course material concepts, principles, and theories from the textbook and at least 10 scholarly, peer-reviewed journal articles.
Please include in the answer Appendix ( Graph or table …)
Writing rules
· Use a standard format for responses to all questions (i.e., an introduction, middle paragraphs, headline (and conclusion).
· Make sure to include all the key points within conclusion section, which is discussed in the assignment. Your way of conclusion should be logical, flows from the body of the paper, and reviews the major points.
· I would like to see more depth for the question
· Responses must be submitted as a MS Word Document only, typed double-spaced, using a standard font (i.e. Times New Roman) and 12 point type size.
· Plagiarism All work must be free of any form of plagiarism.
· Written answers into your own words. Do not simply cut and paste your answers from the Internet and do not copy your answers from the textbook
The company is facing a drop in sales since the COVID-19 lockdowns; accordingly senior management decided to launch a new advertising campaign to increase sales and improve their profitability.
You are the brand manager responsible for one of the company lines. Your responsibility is to manage the new advertising campaign project.
For this project you will have a cross-functional team to work together on the project from the planning phase until the finalisation phase. The team is diverse, and members are from the following departments:
• marketing
• finance
• IT
• sales
• legal
As well a freelance designer will be on board until project finalisation.
Externally you are consulting with an advertising agency as they will be responsible for the media bookings. To prepare for the project you need to complete the following tasks/ activities – follow the instruction / template given when applicable.
Activity 1 – Brand or Company details
Requires to visit selected brand or company website and explain the following:
Brand or company selected:
Mission:
Goals & objectives:
Operations of the organisation:
Activity 2 – Establish Project Parameters
Identify Project Scope – Part 1
Scope
Comments
Title
Background/Context
Objective
Target outcomes
Identify Project Scope – Part 2
a. Throughout the project, you are expected to communicate with several stakeholders; you might need to consult, inform, get their input, and allow them to review the process. Accordingly, in the table below, you are required to identify the stakeholders, their roles and responsibility. Identify the reporting / communication expected.
Stakeholders
Role & responsibility
Communication
Example: CEO
Approval of plan Overseeing progress and results
Final plan for approval Monthly progress reportFinal evaluation report
b. identify the resources needed for project and specify whether these
resources are available or need to be purchased/acquired.
Resource type
Details
AvailabilityYes/no
Physical Resources
Financial Resources
Technological Resources
Activity 3 – Delegating Authority
As a team manager you are required to make several decisions, as well as delegate to your team some authorities. In the table below are some situations. You need to identify if you or your team members have the authority to decide or if you will seek clarification from a higher managerial level to ask for approval or delegating the authority.
Situation
Example: the cost of the project is exceeding the budget
As the project team you are not allowed to approve additional costs – you need to seek management approval.
You received from the designer 3 options which you don’t know how to choose from. The team suggested doing a quick internal research at no cost.
There is a powerful competition campaign running now – you prefer to postpone your campaign to make sure you grab consumer attention and not get confused with competition.
A team member resigned and you need a new member to replace him/her.
Activity 4 – Risk management
Complete the risk register below to identify risks and develop a risk management plan for the project, including Work Health and Safety (WHS).
Risk description
LikelihoodUnlikely/ likely/very likely
ImpactHigh/ medium/ low
Action to mitigate riskAction to reduce the likelihood or the impact
Activity 5 – Develop project budget, Prepare a budget
To manage the project, you need a budget to support the preparation of the campaign as well as the campaign itself. This budget is expected to cover the staff payment, the freelance staff and the agency as well as the cost of the campaign development and material needed e.g.: posters, flyers, social media.
a. Develop project budget
Budget item
Unit costPer hour rate
Total unitHours
Total Budget
Total:
b. Write a message to the CEO, explaining the budget and asking for his approval.
Activity 6 – Develop time frame
Develop a project plan by creating a Gantt Chart showing the project activities & time frame.
Explain how you will consult with the team members and why you need their views in planning the project.
Formulate an email to the marketing manager to consult with them about the project breakdown (the Gantt Chart)
From: studentname@companyname.com.au To: marketingmanager@companyname.com.au Date: Subject: Project breakdown Hi,
Identify appropriate project management tools and explain the benefit of using it.
Explain relevant legislation and regulations including WHS requirements for project planning.
Activity 7 – Finalise project plan and gain necessary approvals to
commence project according to documented plan
Write an email to seek approval from the senior management, briefly explaining the project scope including the objectives, resources needed in the project plan and the budget. The email should be composed in a professional manner to ask for the approval to start the implementation. You can use the format below.
Starbucks has a large, global supply chain that must efficiently supply over 17,000 stores. Although the stores might appear to be very similar, they are actually very different. Depending on the location of the store, its size, and the profile of the customers served, Starbucks management configures the store offerings to take maximum advantage of the space available and customer preferences.
Starbucks’ actual distribution system is much more complex, but for the purpose of our exercise let’s focus on a single item that is currently distributed through five distribution centers in the United States. Our item is a logo-branded coffeemaker that is sold at some of the larger retail stores. The coffeemaker has been a steady seller over the years due to its reliability and rugged construction. Starbucks does not consider this a seasonal product, but there is some variability in demand. Demand for the product over the past 13 weeks is shown in the following table. (week −1 is the week before week 1 in the table, −2 is two weeks before week 1, etc.).
Management would like you to experiment with some forecasting models to determine what should be used in a new system to be implemented. The new system is programmed to use one of two forecasting models: simple moving average or exponential smoothing.
a. Consider using a simple moving average model. Experiment with models using five weeks’ and three weeks’ past data. (Round your answers to 2 decimal places.)
3-week MA
Need Chart
5-week MA
Need Chart
b. Evaluate the forecasts that would have been made over the 13 weeks using the overall (at the end of the 13 weeks) mean absolute deviation, mean absolute percent error, and tracking signal as criteria. (Negative values should be indicated by a minus sign. Round all answers to 2 decimal places. Enter “
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Knowing yourself and your competitors is very crucial. Assume you are CCD, what’s your assessment of Starbucks’ initial entry strategy and goal for India? What are Starbucks’ advantages? Can it replicate success from China to India?* SB’s Vision/Goal* SB’s advantages* Concerns about whether SB can enter the market successfully
Q2: Your assessment of CCD
Knowing yourself is also important for competitive dynamics. What are CCD’s competitive advantages as it enters into battle with Starbucks? What are some of disadvantages or challenges that it faces?
Q3: CCD Vision/Goals
If you were in Siddhartha and Medhav’s shoes, what are the most important short-run goals Identify any of those vision/goals that conflict with one another? What was his long-run vision?
Q4: Your recommendation
How would you suggest CCD to respond to Starbucks’ entry: Option 1 or Option 2? Why? Option 1: Slight course correction* Stay and focus in the current positioning and target markets with continuous improvement Option 2: Bigger, bolder investments in upgrading and aggressive reaction* Upgrading: Capture premium market before Starbucks do* Aggressive reaction: Destroy the enemy before it gets established What are the rationales behind the options?