Case 2: Starbucks Overseas

What were the key reasons for Starbucks success in China?

Localization

Effective positioning and the generation of new demand

What were the critical reasons for Starbucks failure in Australia?

Not Understanding the culture of Australian Customers

The Great Recession

Do you think Starbucks should continue its expansion plans in Australia?

Using insights from the cases, what are your suggestions to Starbucks?  How could they best ensure success in Nairobi market?