International & Global Marketing - Starbucks in Senegal?

Extract

[...] Important criteria such as free time and flexibility are always favored. Here the main focus is the well-being of employees and status is not always shown or emphasized. In reason of a high level of poverty in Senegal, the "Working in order to live" observation can well deserve Starbucks as few employees will miss a day of work as they need their daily salary to make their families live. Moreover, this also shows a strive for quality, flexibility and equality. [...]

[...] That literally means people are concerned about knowing the absolute truth. They have a high respect for tradition, they will not try to save for the future and also have a willingness to achieve results quickly. Their long-term orientation is rather weak and this is the first bad signal for Starbucks, because a company of any type usually takes time to set up and make profits. Starbucks is no exception to the rule and the owner of potential future retailers could not expect rapid results from the opening. [...]

[...] We are now going to critically evaluate the cultural environment of a potential target market to identify and analyze key cultural differences which has impacts for Starbucks' international marketing mix strategy there. This potential target market we will take a look at is Senegal. While Starbucks opened locations almost all around the world, African countries like Senegal have not been a priority for the international coffee maker yet. However, the study of some cultural challenges the company would have to consider and the aspects of the company's marketing mix which might need to be adapted will give us a better insight of the potential of Senegal for Starbucks. [...]

[...] In the case of a Starbucks implementation into that market, this dimension is a first good signal because the processes followed by Starbucks' employees are in a general way easy to apply. The preparation of a coffee could be considered as mechanical once it has been taught to the employee. There is no space for any other initiative than giving the customer what he/she expects and this score in that dimension shows Senegal positively replies to that criteria. INDIVIDUALISM It represents the degree to which people from a certain country are integrated into social groups. [...]

[...] Starbucks Marketing Mix Place The American multinational sells most of these products in Starbucks coffee shops. This element of the marketing mix shows where customers can have access to these products. In the situation of Starbucks, the main locations used for product distribution are as follows: - Coffee - Online Shop - Starbucks App - Retailers Originally, the company offered its products directly in Starbucks coffee shops. Thanks to the Internet, the company can offer many of its products through the Starbucks Online Store. [...]