Book Title: Case Chronicles
Editors: Prof. Dr. Shraddha S. Bhandwalkar, Dr. Deepali S. Ubale and Dr. Shubhada A. Athavale
ISBN: 978-81-980078-8-9
Chapter: 8
DOI: https://doi.org/10.59646/cc8/274
Author: Ms. Reshma R. Sawant
Abstract
Starbucks has tackled competition by emphasizing its premium experience, investing in local partnerships, and enhancing its digital presence. This has allowed it to differentiate itself in crowded markets and build a loyal customer base. Dunkin’ Donuts, meanwhile, has focused on affordability and localization, offering products that resonate with local tastes while maintaining a strong value proposition. Their reliance on franchising and partnerships has enabled them to expand rapidly while adapting to regional nuances. In conclusion, the market
entry strategies of Starbucks and Dunkin’ Donuts in Southeast Asia highlight the importance of adapting to local market conditions, cultural preferences, and competitive landscapes. Starbucks’ focus on premium positioning and immersive customer experiences has helped it capture a significant share of the market, particularly in urban centres. Dunkin’ Donuts’ strategy of offering affordable, localized products through a franchise model has allowed it to establish a broad presence across the region. Both companies demonstrate the need for a nuanced approach to market entry, balancing global brand values with local relevance to succeed in the dynamic and diverse Southeast Asian market.
Keywords: Market Entry Modes and Strategy, Brand Positioning, Marketing Campaigns, Adaptation, Digital Engagement, Competition, Brand Recognition, Competitive Strategy.
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