To what extent did Starbucks' previous experience with international markets prepare it for entering the Australian market? 2 Starbucks' marketing was based around an 'experience related' concept as opposed to one featuring material benefits. How do cultural differences influence the way a concept is interpreted differently in different countries? 3 In what respects was Starbucks' research into the Australian market inadequate? 4 With the benefit of hindsight, what strategies should Starbucks have adopted when entering the Australian market?