Identify the controllable and uncontrollable elements that Starbucks
Controllable and uncontrollable elements
Read the Starbucks case thoroughly and using Exhibit 1.3 (International Marketing Textbook),
answer four questions at the end of the case.
1. Identify the controllable and uncontrollable elements that Starbucks has encountered in
entering global markets.
2. What are the major sources of risk facing the company? Discuss potential solutions.
3. Critique Starbucks’ overall corporate strategy.
4. How might Starbucks improve profitability in Japan?