Starbucks in China - Coursework Example

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For fifteen years, the energizing aroma of coffee wakes me up. My grandmother prepares it for us the old fashioned way. She personally picks the roasted coffee beans from the market, grinds it, and lets it boil to perfection.
But when I started to work and live on my own, I opted to have my coffee straight from the coffee shops - most of the time from Starbucks Caf…
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Starbucks in China
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Download file to see previous pages How this coffee shop at the neighborhood did invade and changed the lifestyle of many It is a sort of colonization. I call it Starbuckzation.
Starbucks has been around since 1971. According to Starbucks Coffee Company (2007) history, it started by selling roasted coffee beans in Seattle's Pike Place Market bearing the name of Starbucks Coffee, Tea and Spices. It was in 1981 when this coffee shop caught the attention of plastics salesman Howard Schultz (Wilson, 2005); Schultz is now the Chairman of Starbucks Coffee Company. But it was never easy for him to turn the business into an international giant that it is now. In 1982, Schultz was hired as Starbucks' head of marketing; shortly thereafter he was sent to Italy for an international house ware show It is where he got the idea of turning Starbucks into an espresso bar (Wilson, 2005). But things did not immediately come his way. The opportunity came in 1987 when Starbucks was up for sale; Schultz was able to raise the money, remade the establishment, and started history in the coffee industry.
Today, Starbucks has 6,281 company-operated stores and 3,533 licensed stores in 50 states of US plus the District of Colombia It has also established coffee houses in 39 countries outside US (Starbucks, 2007).
It is not quite surprising though that Starbucks is a success in the United States of America since a cupful of steaming coffee has almost become a necessity to every American. What is more amazing is its success in Asia particularly in China that can be considered, by far, as Starbucks' largest market outside North America.
Traditionally, Chinese are fond with tea, which they say has healthy benefits. How come that a tea-drinking country could easily shift to coffee
Starbucks started its operation in China in the late '90s. The company began with a store in Taiwan in March 1998, spread in Mainland China at the China World Trade Building in Beijing in January 1999, then in Hong Kong in May 2000, and Macau in August 2002; to date, there are almost 500 stores all over China (Starbucks China, 2007). Has China really fell under Starbuckzation It could be so.
However, Starbucks' phenomenal success in China has not been copied in Australia. Since its first store was established at Sydney's CBD in July 2000, Starbucks has set-up only 50 stores in Sydney, Brisbane, the Gold Coast, the Sunshine Coast, Canberra, and Melbourne today (Starbucks Australia, 2007). It could be attributed to a number of cafes in Australia. Geographical and social settings also contribute to this aspect.
1. Efficiency
Among the keys to attain success in any field is efficiency. In Starbucks' case, it is the coffee house's capability to deliver the goods regardless of its customers' race or creed.
There is a cup of flavorful coffee that will suit the discriminating taste buds of everyone. It has a blend from various regions; coffees are blended depending on the flavors that characterize a certain country. There is Colombia Nario Supremo, Guatemala Antiqua, Arabian Mocha Sanani, Komodo Dragon Blend, and Sumatra, to name a few.
Apart from coffee, Starbucks also offer tasty cakes and pastries. There is also a variety of ...Download file to see next pagesRead More
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