International Marketing Issues Paper
International Marketing Issues Paper
In this paper, students must write a 500-750 word overview of a company’s current (2018—2020) international marketing issue. The focus can be upon one (or more) of the 4 Ps or one of the broader topics outlined on the syllabus. You should have at least three sources to support your written overview as a means of triangulation (e.g., one source may say one thing, another may say just the opposite).
Important note: The paper will be graded on both content and writing style. Therefore, be sure to have a central thesis to your paper, as well as logical paragraphs comprised of coherent sentences. Remember, this is an “issues” paper; thus, a description of a situation is not sufficient…you, as the analyst/writer, have to compile your information into an issue or problem focus (e.g., why is this topic an issue, what is the impact, etc.). I have provided 2 sample issue papers (Starbucks’ VIA Instant Coffee & Airbnb Plus– see the next page) as guide for topic and length (please note that this is an old sample so the dates don’t match the requirement of this assignment).
Sample International Marketing Issues Paper: Starbucks’ VIA Instant Coffee
In the face of the economic downturn, even the leaders of the coffeehouse industry, are experiencing problems. Once the only major player in the national coffee chain business, Starbucks monopolized the gourmet coffeehouse sector with over 70% of the market share. However, with the recent recession, which has caused coffee drinkers to switch to cheaper drinks, and increased competition, Starbucks has reported profits declining over the past three consecutive quarters and decreased market share. Consequently, the coffee chain has had to close hundreds of stores and dismissed employees earlier this year. Starbucks also released the new VIA Ready Brew, in order to steal some market share of the $21 billion global instant coffee market, as well as to help consumers fight the recession. However, there will be challenges that VIA instant coffee must face in order for it to be a success.
Starbucks is now available in more than 40 countries worldwide. It began globalizing in 1996; its first store outside of North America was in Tokyo, Japan. In 2003, there were approximately 6400 outlets around the world. By the end of 2005, the number of stores in London had exceeded the number in Manhattan, indicating that Starbucks had become a truly global brand. However, in recent times, sales began to slow and Starbucks CEO Howard Schultz had to find ways to restore and re-establish the “distinctive Starbucks experience”. Furthermore, with the increased competition from lower-priced fast food chains, such as McDonald’s and Dunkin’ Donuts, Starbucks would have to compete higher material prices.
