Answer to Question #248423 in Marketing for Pein

Question

THE INTERNATIONAL MARKETING MIX

"STARBUCKS COMPANY"

- Discuss the environmental convergence and divergence between the home country and its host country. What are the company's unique and identical mix ?

Answer 1

Convergence or likeness of Starbucks' home and international environment is that client's culture to consume coffee is universal and each market exhibit similar features in regards to customers. However, the divergence, which addresses the tendency of the host and home environment to be unalike is the legal environment. Starbucks encounters legal formalities in the international market which are different from those in U.S. This constitutes to differential environment. group members to become less like other group members over time. The unique and identical mix is portrayed by the product, price, promotion, and place during marketing of Starbucks products.