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Question:
Your task
Collectively, you and your partner are required to participate in a 70 minutes in-class activity and to deliver a 10-minute presentation based on the assessment instructions below.
Assessment Description
The purpose of this individual assessment is to provide students with an opportunity to identify and critically evaluate the significance of factors in international external environments by reflecting on and communicating their capacity to empathise and appreciate cultural and other differences in international markets.
Assessment Instructions
You and your partner will then be given 70 minutes to collectively discuss the main reasons why Starbucks was so unsuccessful in entering the Australian coffee market. In having this discussion, you are to complete the PESTEL analysis of the Australian market by using information presented in the video. Based on this, you are then required to reflect on the potential cultural challenges that Starbucks is going to experience when they are entering the Italian coffee market.
In completing this activity, you and your partner are required to prepare a PowerPoint slide deck which you and your partner will use to deliver a 10-minute presentation to the workshop facilitator and classmates. More specifically, your slides should include the following:
PESTEL analysis of the Australian coffee market based on the information presented in the video.
Identification of the opportunities and threats that should have been considered by Sratbucks at the time of entering the Australian coffee market.
A proposal of how Starbucks should approach the Italian coffee market in light of the lessons learned from the failed market entry in Australia.
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