Starbucks the world wide coffee company got its humble roots in Italy but it still does not yet have a store in Italy. The marketing man behind the empire Howard Schultz got his idea for the company by walking around the streets in Italy. Starbucks is such a large global company that their marketing plan obviously works but not in italy. He keeps saying he will eventually put one in italy but has yet to do so. I think it is because the coffee Shops in Italy are breed from the history of the country, but Starbucks has separated from the traditional Italian design and went Global, so the Traditional coffee shops view Starbucks as a sell out.
Do you think Starbucks is a sell out? Also do you think Starbucks would have to develop a custom marketing plan for Italy?
http://www.businessweek.com/magazine/grounds-zero-a-starbucksfree-italy-02092012.html
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