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Essay / Research Paper Abstract
An 8 page paper. Singapore is an attractive location for Starbucks because of the growing coffeehouse market. This essay explains why Starbucks chose Singapore as a new location. Starbucks' core values and criteria for partners are outlined. The essay also discusses Singapore's openness to foreign direct investment, the trade organizations of which Singapore is a member. Bibliography lists 9 sources.
Page Count:
8 pages (~225 words per page)
File: MM12_PGstrbk.rtf
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Unformatted sample text from the term paper:
(National Coffee Association of the U.S.A., Inc, 2004). It averages out to about 10,000 cups of coffee consumed every day (Interscience, 2003). This coffee-drinking trend throughout all of Asia makes
this region extremely attractive to all businesses involved in the coffee industry (National Coffee Association of the U.S.A., Inc, 2004). Starbucks is not new to Asia. When faced with the
need to expand, the company chose Asia over Europe because Asia has a multitude of expanding markets and because the amount of disposable income is increasing in many Asian countries
(Interscience, 2003). Furthermore, coffee consumption continues to grow at a rate of 20 to 30 percent each year (Interscience, 2003). Starbucks first entered the Japanese market in 1995 through
a joint venture agreement with a well-known retailer and restaurateur (Interscience, 2003). It is this joint venture agreement that Starbucks looks for when expanding internationally. Singapore makes sense as
an expansion market for Starbucks. The "per capita income of Singapore is around US $ 33,000" (Mehta, 2003), which is the third highest in Asia, following Japan and Brunei (Interscience,
2003). Other factors that make Singapore attractive is the countrys ethnic diversity, it high GNP, a "moderately high cost of living" (Interscience, 2003), and the influence of Western culture that
already exists (Interscience, 2003). In fact, entering the Southeast Asian market in Singapore first is a smart move because Singapore is highly westernized in terms of lifestyle and ideas (Interscience,
2003). Singaporeans also love food as is evidenced by the large number of "restaurants, coffeehouses, fast-food outlets and food centers" (Interscience, 2003). Coffee has become a beverage people take their
time to enjoy (Interscience, 2003). Coffeehouses are a center for socializing (Interscience, 2003). Singapore welcomes foreign direct investment and, in fact, is dependent upon both foreign direct investment and foreign
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