An 8 page paper. Japan has become more open to foreign direct investment in the last few years. The government is beginning to view FDI as something that can help their economy by creating jobs. This essay is a proposal for Starbucks to enter Japan. The essay discusses barriers and some of the changes the Japanese government is trying to make. An overview of Starbuck's is included including their marketing mix and their criteria for selecting partners. Bibliography lists 12 sources.
Name of Research Paper File: MM12_PGfdij.rtf
Unformatted Sample Text from the Research Paper:
the U.S. and nearly 30 other countries (Hoovers, 2004). The company operates about 4,700 of its own shops and licenses more than 2,500 units in airports and shopping malls (Hoovers,
2004). The company sells a number of items including, but not limited to, coffee drinks, coffee beans, coffeemakers, mugs, pastries and other items (Hoovers, 2004). Additionally, Starbucks sells its coffee
beans to numerous hotels, restaurants, airlines, and grocery stores (Hoovers, 2004). It also sells its products by catalog and over the Internet (Hoovers, 2004). The country to which Starbucks is
going to invest is Japan. Contrary to what many people believe, Japan is a nation of coffee drinkers Japan is the worlds largest coffee consumer after the U.S. and Germany,
respectively (Schilling and Kotha, n.d.). The country imports about 7 million bags of coffee beans each year, which is more than 400,000 tons (International Coffee Organization, 2001). Starbucks plans to
establish coffee houses where it will sell and serve numerous coffee drinks. The plan is to enter a joint venture with a well-established complementary business, first in Tokyo. Barriers
to entry are loosening in Japan. Historically, Japan has been a minor host country for direct foreign investment (Jadallah, 2002). The countrys low rank in foreign direct investment in the
country has been due to cultural, legal and economic barriers (Jadallah, 2002). Japan has begun to be more open to foreign direct investment, realizing that it will benefit the countrys
economy (Ministry of Economy 2002). The Ministry of Economys report stated: "FDI is a critical factor for economic rebirth in Japan" (Ministry of Economy 2002). Obstacles to FDI are beginning
slowly removed (Ministry of Economy 2002). The Ministry also reminded the rest of the world that there are more than 100 million consumers in Japan who hold ?1,400 trillion in