Starbucks’ Operations in Singapore: Oasis in Midst of Desert?

Description

Starbucks’ Operations in Singapore: Oasis in Midst of Desert?: Abstract

Although Starbucks is faced with setbacks in its operations in many parts of the world, its operations in the Republic of Singapore seem to be on a different track. While stores have been closed in many countries, including the United States, Starbucks has opened many more new stores in Singapore. Is this a wise decision? How should Starbucks make use of its capabilities and resources in Singapore to exploit the opportunities available in the country and generate profit from them? Is it possible for Starbucks’ operations in Singapore to eventually turn profitable enough to enhance its overall global operations?

Based on information on Starbucks’ general capabilities and resources, together with other relevant information on Singapore’s market, this case is aimed at training students in the skills needed to analyze operational and management issues related to global corporate/franchise expansion in the context of a Southeast Asian country.

Additional information

Teaching notes are available for teachers only. Contact the HEC Montréal Case Centre for more information.