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STARBUCKS Entering the Netherlands
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STARBUCKS ENTERING THE NETHERLANDS                                                                  Starbucks,  Entering the Netherlands Student: Bart Verhulst Student number: 20024409 Supervisor: Mr. Kandou Date:   ”The Hague School of European Studies” Haagse Hogeschool, Den Haag  THE HAGUE SCHOOL OF EUROPEAN STUDIES, FINAL PAPER 2007 2
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STARBUCKS ENTERING THE NETHERLANDS                                                                  Executive summary In this thesis, the luxury coffee company Starbucks has been well described, although many  aspects of the company have been left out of consideration in order to keep it relevant and clear.  However, while Starbucks has not entered the Netherlands yet, there is much more for the Dutch  to learn about the company. Many Dutch people are interested in the cause of the company’s  absence in their country. Especially the fact that the Netherlands is a country with a tremendous  coffee culture and the earlier opening of a Starbucks coffee roasting plant in Amsterdam has  brought more question marks to it. There seems to be enough foothold for the company at first  sight, given the fact that Starbucks already has many supporters in the Netherlands, proven by, for  example, the online petition set up by a Starbucks fan to bring Starbucks to the Netherlands,  which thousands of people signed. Obviously, there is a demand for Starbucks in the Netherlands,  which is to be expected from a rich, internationally focused and highly developed country like the  Netherlands. Now the question rises: why has Starbucks not yet entered the Dutch market? All  this has been an inspiration for this thesis and eventually brought forward the following research  question:  ”Is the Dutch coffee market ready for Starbucks stores and with which instruments can   Starbucks grow in the Dutch market?”  In order to answer this question, the company is shortly  introduced and analysed with the help of the SWOT-theory. The strengths (like its world famous  brand and its effective marketing strategy) against the weaknesses (like its “McDonald’s”-image  and its relatively high prices) give insight in the internal environment of Starbucks. Looking at the  company’s external environment, one finds opportunities like the high level of the economy of the  Netherlands and the international focus of the Dutch. Threats like successful and ambitious 
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