Starbucks has over 18,000 stores around the world but none in Italy, where cafe culture is dominant. Opening stores in Italy could offer Starbucks opportunities to showcase traditional Italian roasts and regional products in a cozy, wifi-enabled setting. However, coffee is deeply ingrained in Italian culture, which may pose a barrier for the American brand. A proposed commercial would feature an Italian arriving for coffee at a Starbucks, enjoying the drink and being surprised to learn it's from Starbucks rather than a local cafe. The message is that Starbucks is returning home to Italy.

1. STARBUCKS IN ITALY
Technology Entrepreneurship Venture Lab 2012

2. Background
 Starbucks has over 18000 stores around the
world
 It has no store in Italy
 Café culture in Italy is very dominant and they
have the best café environment
 Starbucks successfully adopted and adapted
the Italian experience, recreating that
experience around the world

3. SWOT Analysis
Strengths Opportunities
Recognized international brand Offer traditional italian roasts
Innovative products Offer regional products
Cozy interior of branches (depending on the province)
Free wifi Provide a “homecoming” theme
for Starbucks to come back to
land of cafe!
Weaknesses Threats
Coffee is culture in Italy -> barrier Italian pride
for an American brand

4. The pitch

5. Opening pitch: Italian Food around the world –
Red dots are Italian restaurants

6. The Italian Café Experience that Starbucks took to the
world – Green dots are Starbucks

7. Include the below in the commercial

8. The commercial will have the following flow:
 In a commercial there could be a typical Italian arrives in
a sports car, with a leather jacket, takes an i-phone out
of his jacket, a stylish Rolex watch, gets his coffee from
well dressed female store person, taking a sip and
saying something like "mmm, that's what I love Italy for"
and then the person who gave him the coffee says "it's
Starbucks"

9. Ending message
 The Homecoming
 Starbucks returns to its original home!