Recently, global coffee chain, Starbucks, entered the Jamaican market by partnering with BlueMountain Coffee Company Limited, with ownership of 51 and 49 per cent, respectively. Jamaicahasbecome thechain's 76^thmarket.

StarbuckshasbeenoperatingintheCaribbeansince2002whenitsfirststorewasopenedinPuertoRico. Jamaica is its sixth Caribbean market, the other four being Aruba, The Bahamas, CuracaoandTrinidad and Tobago.TheStarbucks chain comprises morethan 27 000 stores.

1. Comment onthemodeof entrythatStarbucksusedto expandintotheJamaican market.

(4marks)

2.RelateTHREE(3)advantagesof thismarket entrystrategy.(6 marks)

3.Describe ONE (1)disadvantage of this market entry strategy for Jamaica Blue MountainCoffeeCompany.(2marks)

4.Suggest,with reason, FOUR(4)factors that will bekey to thesuccess ofthis partnership.

(8marks)

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