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Starbuck In Egypt

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 ………………………………………………………………...............31

5. Marketing Mix Plan
1. Price …………………………………………………………………………............36
2. Place …………………………………………………………………………...........37
3. Product ………………………………………………………………………...........39
4. Promotion ……………………………………………………………………...........41

6. Conclusion and Recommended Research…..............................................................................44

7. Appendices ................................................................................................................................46
1. Appendices A – K

8. Works Cited...