Do you actually know why Starbucks failed in Australia when it had already conquered almost every other market on the planet?
If a brand has a near-perfect global expansion record, does that mean the next market will work? Or is past success the most dangerous thing in the room?
Australia has a serious coffee culture. But so does Italy, so does Spain. What exactly makes one country’s coffee culture a wall that a global giant cannot climb?
When a company retreats from a market, closes most of its stores, and then quietly tries again years later, is that strategic patience or just corporate stubbornness?
Starbucks chose Italy, the birthplace of espresso, as its next big move. Is that confidence, brilliant marketing theatre, or a genuinely terrible idea?
For our Watch & Talk sessions, this video sparks discussion around market entry strategy, brand perception, cultural identity, consumer loyalty, and global vs local business thinking.
Ready to watch and find out who got it right?
Watch the video here (but it’s always more interesting to talk about it 😉):
