Table of Contents
1. Executive Summary??????????????????????????............3
2. Company and Product Overview?????????????????????............5
3. Market Attractiveness Assessment
1. Environment Overview
A. Political Setting
- Country of Origin and Political Risk????????.............10
- Political Systems ????????????????...........11
- Business /Government Relations and Globalization ??.............11
- Role of Government in Economy??????????..........12
B. Economic and Legal Overview
- Macroeconomic health ??????????????..........13
- Transportation and Infrastructure ??????????.........14
- Trade ?????????????????????.........15
C. Industry Overview.........................................................................................16
D. Political and Economic Impact on Starbucks ?????????...........18
E. Cultural Aspects ????????????????????...........19
F. Legal Overview.............................................................................................23
2. Competitive Assessment
A. Local Existing Competition ???????????????..............25
B. Possible Global Competition ???????????????............27
C. SWOT Analysis ????????????????????...........28
3. Target Market Assessment ???????????????????.............28
4. Market Entry Strategy ????????????????????????.......... ...