Starbucks is currently the largest coffee company in the world, with more than 24,000 locations in 70 different countries. Starbuck’s popularity, image and intelligent market strategies has gained them access into many different countries and economies. Although their expansion into most countries is successful, the attempt for Australia’s economy failed. This was displayed in 2008 when Starbucks shut down 73% of their stores, only leaving 26 stores left in Australia.

For Starbucks integration into Australia, demographic, social and cultural forces are the most influential macro – environmental factors. The Starbucks group neglected to acknowledge and understand the socio – cultural forces before entering the country. Research from (Source