Starbucks South Africa - Entering a new frontier
In 2015 Starbucks announced their intention to invest in South Africa. As one of the world’s best known coffee brands we found out what South Africans thought about the entrant of a new player.
Prior to Starbucks official launch in April 2016 we analysed the entry challenges for one of the world’s best known coffee brands. At the time of publishing the average standard Starbucks beverage costs R45 ($3.50), well above the standard of R25 ($2.00) in South Africa.
Through detailed research we found out what South Africans really thought about the launch of one of the world’s most loved brands. Download the BrandsEye Starbucks Case Study here.pdf