Question 3
Starbucks has pretty much the same menu all around the world. There are core menu items which are sold in every country, e.g. coffee, cookies and tea. The Starbucks in Munich is thinking about offering a German-Austrian dessert called “Kaiserschmarrn”. Which type of international business strategy would it be pursuing?
Starbucks is following a Transnational strategy. Transnational strategies are in high need of local adaptation and global integration. It can be considered the middle ground between a global and a multidomestic strategy. Starbucks is relying on its core menu items and global brand, but needs to make some national variations, such as offering something typically German in Munich.
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