Marketing Fundamentals

University of New South Wales (UNSW )

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Essay MARKETING FUNDAMENTALS
Essay • 25 pages • 2022

Following World War II, thousands of refugees arrived on Australia, bringing with them a taste for coffee. Starbucks stores were organized and operated similarly to those in the United States, since Australia and United States are mostly connected to each other in term of culture. But Starbucks underestimated their strategic advantage when they entered in competitive coffee market.