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ABSTRACT
Starbucks, the star of the U.S.A. coffee shops has become an icon of the American culture and is intensively settling all over the world, including in France. However, as numerous stores are currently closing their doors in the USA and abroad, we wondered whether Starbucks's integration in France was efficient enough to maintain its business. Thus, the present report, Is Starbucks’ integration strategy into French market effective ?, will analyze the process whereby Starbucks entered the French market and will evaluate its success. This evaluation is based on a huge number of web documents which enabled us to describe its integration strategy through the five elements of marketing mix: product, price, place, public image and people. We were then able to evaluate its effectiveness according to four criteria:  financial benefits, customers’ opinions, competitiveness and project expansion. Our results showed that after four years of......

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Approximate Word Count: 7090
Approximate Pages: 29 (250 words per double-spaced page)

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