1. If Starbucks sells products overseas

When Starbucks launches overseas, we first analyze the characteristics of that country. Also, coffee culture will be analyzed and launched. Starbucks is the largest company in the coffee industry. And whether you love coffee or not, I'm sure everyone has heard of Starbucks at least once. Starbucks, which systematically analyzes other countries and launches in this way, did not receive such love from coffee-loving Australia. Today, I will introduce why Starbucks was not loved in Australia.

Starbucks


2. Failure at Starbucks Australia?

1) Starbucks expands into Australia


 Starbucks entered Australia in 2000 with the opening of its first store in Sydney. Of course, Australians love coffee, so we opened stores all over Australia. However, by 2008, about 60 out of 84 out of 84 stores would be closed. However, as of 2022, Starbucks has increased the number of stores little by little and is operating 61 stores in Australia. Now let's find out why Starbucks failed in Australia.


2) Failure to expand into Australia

 

 Australia is the first country to develop the world-famous flat white menu, and Melbourne, one of the cities in Australia, has a cafe run by a barista who has won the world coffee competition. And although there are over 1,600 cafes in the city of Melbourne, most are privately owned. We do not sell general coffee here, but sell specialty menus such as filters and cold drip. That's why Australians love specialty coffees like this.


 When Starbucks first entered Australia, it was forced to expand rapidly across Australia. We opened 90 stores nationwide for the first time in eight years. Also, from the Starbucks management's point of view, Starbucks is a world-famous brand, and Australians love coffee, so they arrogantly expanded. It also assesses that Australia's coffee culture was not glamorous enough to transform Australians into a grown and standardized Starbucks, established by immigrants from Italy, a world-famous coffee powerhouse.


 Also, the existing Australian cafes lacked efforts to differentiate themselves. In addition to coffee, food menus such as sandwich brunch are also an important part of Australia, but Starbucks' efforts were very lacking compared to local private cafes. Perhaps the lack of market research on Australian coffee culture was a major obstacle for Starbucks to expand into Australia.


3. Finish

 

 Starbucks failed in Australia, but it seems that the reason why it is operating a store there is that it has withdrawn from withdrawal due to the psychology of consumers who prefer iced coffee smoothie Frappuccino Den menu rather than hot coffee. increase. I also think that Starbucks is still alive in Australia because it has been open longer than local cafes. Today I summarized the failure of Starbucks to expand into Australia.