Considerably, use of secondary research, remain viable in this research as it gives valuable information in the marketing strategies used by Starbucks. Notably, Starbucks is the only global brand that has dedicated itself to the expansion within China and has focused greatly on offering favourable prices for their different coffee flavours (The Wall Street Journal 2010). Nonetheless, the use of research study based on secondary sources assists in exploration of new insights, through carrying a detailed deductive and explorative study that can be structured more suitably to suit the research. Indeed, Starbucks has won over the young and old perception of the coffee drinking culture in the country known for tea (The Wall Street Journal 2010). The company currently have locations in 90 Chinese cities and employ over 25,000 people in China. H1: There has been an impact learnt from model of Starbucks ideas in its expansion globally in China and UK. More considerably, Starbucks operations management consider the use of sample different varieties of coffees from the free sample the baristas as a way to give the customer a chance to judge its advancements based on the experience they just had as their feedbacks give an opportunity for suggestions on new products. More so, Starbucks management offers a guaranteed promise to its customers giving them samples before making a choice on their preferred flavor to fully satisfying their customers as they promise a coffee drink the way they want it. In addition, qualitative secondary research study remains favourable in the collection of quantifiable data than quantitative comparative analysis of the research as it gives more in depth information (Saunders et al., 2007). It is therefore essential to use research data collected comes from peer reviewed journals because they are audited before publication, and this improves the reliability of the research. It is usually used to boost profits in areas where the customer is happy to pay more. More remarkably, the chain of outlets seek to give its consumers increased service reliability, high product quality, and management of operations as it seeks to increase its business growth and sustainability. Furthermore, price is an adjustable component of marketing because it can increase or decreased based on the break even point and quality of product offered. In addition, increased customer satisfaction in Starbucks roast of high quality whole coffee beans lead to increased sales of enriched Italian style espresso coffee beverages that are sold at all Starbucks stores and branches along with confections and pastries and other coffee-related products (Pierterse 2009). Hire verified expert. 2003). The company’s strategy to enter the UK market can be described as one that provide latest trends in the coffee market to meet changing needs and demands of their consumers through Starbucks adopted marketing mix in the UK. 7:37. Strategy Clock: Starbucks. 1, Issue 2, PP. Starbucks responded that its pricing strategy was based on local market costs, including infrastructure investment, real estate and labour costs. With the existence, of international companies including Starbucks Corporation that operate globally there is an upsurge in increased challenges experienced based on different cultural issues that influence company growth as it tries to manage cultural peculiarities. Even so, Starbucks Corporation seeks to carry out pricing differentiation because of its varied target market as it faces increased strong price competition from the other competitors and substitute. Considerably, use of multi-method research strategy focuses on use of different strategies in the research ranging from, case study and secondary research. More significantly, both companies focused on cultural promotion of selling coffee based on its unique brand and gaining competitive advantage over its competitors (Starbucks Corporation 2014). More so, Starbucks will always increase in market share, profitability and productivity as it provides suitable products because of its business enterprise’s success based on the high quality, reliable products and service leading to fulfilment of the company’s mission, vision and objectives. (2007) defines case study methodology as one suitable such research study as it gives an in-depth understanding of Starbucks international market entry strategy. Considerably, Starbucks management decision to locate in high footfall and high visibility regions in China’s major cities is based on  customer accessibility, rent costs, transportation cost, as well as human resource accessibility within the area. More significantly, the company’s new pricing was decided during the rebranding of the coffee stores as it faced competition within the popular Kings Road, and Chelsea area in London. With increased strong link with the local coffee production, effective management within Starbucks lead to the expansion of the company operations to the rest of the Europe as it found market location effectively and efficiently without depending on the consultancy of local third party assistance. Save my name, email, and website in this browser for the next time I comment. To literally investigate Starbucks international marketing entry strategy used both in China and in the UK. 1) CHINA: If there is one company that should have failed in China, it would be Starbucks.China has thousands of years of history drinking tea and a strong culture associated with it. Describe Starbucks use of international marketing strategies to gain competitive advantage in the new markets? According to a study by Kotler (2000), distribution channels influence placement and distribution of products in the market thus influence sales level depending on marketing channel that products remains accessible and available to target market. This is because, the use of secondary data analysis in this research will explore the international marketing strategies used by Starbucks; through an explorative study that suit the research. 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