Nobody downloaded yet


Comments (0) Cite this document
Starbucks was formed in 1971 by three business men in United States and indulged in business of coffee beans and coffee beverages since its inception. With the passage of time, the company recorded phenomenal growth in its business operations and thus expanded its operations to…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.8% of users find it useful
Read TextPreview

Extract of sample "STARBUCKS IN CHINA"

Download file to see previous pages The retailer also used restructuring strategy to maximise its productivity and eradicate any internal management weakness. Employees are trained, new products are developed and stores are redesigned to entice a large pool of potential customers towards its coffee houses. However, it must be noted that the global coffee retailer tends to charge higher prices, since it does not compromise over quality and brand reputation. This paper will going to discuss the marketing strategy of Starbucks and importance of its three core business segments that are US Segment, International Segment and Global Consumer Products Segment. (Company’s Annual Report, 2009)
Indeed, Starbucks has so far maintained the highest number of retail coffee outlets, mostly on ownership basis, in United States which is a market of more than 300 million people. Since marketing does not aim to target every single human being and customer, therefore, the coffee retailer has established a quality criterion to meet the tastes and preferences of its US customers who are inclined to pay higher prices for better quality. It is worthwhile to mention that more than 70% sales generated in 2009 by Starbucks was from its US business segment. In addition, the company has also entered the business of Instant coffee or ready-made coffee that attracts fast food customers. The market for this coffee product in USA is estimated to be more than $700 million dollars. In 2003, Starbucks acquired its competitor namely ‘Seattle’s Best Coffee’ which today has become an active brand as it is sold in more than 25,000 Starbucks’ outlets, supermarkets, retail stores and fast food chains. The retailer also has “Specialty operations within the US include licensed retail stores and other initiatives related to the Company’s core business” (Company’s Annual Report, 2009) and Helliker 1, ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“STARBUCKS IN CHINA Essay Example | Topics and Well Written Essays - 2000 words”, n.d.)
STARBUCKS IN CHINA Essay Example | Topics and Well Written Essays - 2000 words. Retrieved from
(STARBUCKS IN CHINA Essay Example | Topics and Well Written Essays - 2000 Words)
STARBUCKS IN CHINA Essay Example | Topics and Well Written Essays - 2000 Words.
“STARBUCKS IN CHINA Essay Example | Topics and Well Written Essays - 2000 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document



...? Starbucks AFFILIATION: Starbucks Introduction Located in several countries all over the world, Starbucks is one of the leading coffeehouse chains offering a range of products from coffee to a number of food items. Started in 1971 in Seattle, it has established itself not only in the US but also as an international brand in over 40 countries with the total number of stores exceeding 3000 (Pham-Gia, 2009). Starbucks values the relationship it has with its customers. It transcends the ephemeral interaction that the customer has with a Starbucks’ barista into a unique connection, a value ingrained in its vision which is “to inspire and nurture the human...
8 Pages(2000 words)Admission/Application Essay


...?Starbucks Corporation purchases, roasts as well as provides handcrafted coffee beverages. The company provides approximately 30 blends as well as premium Arabica coffees. Starbucks has spanned its network across 50 countries globally since its inception in 1971 (Starbucks business summary). The current goals of the company is to maintain the standing of the company as one of the most recognizes as well as respected brands in the world. For achieving its current goals, the company plans to continue on its expansion path primarily focusing on the countries outside United States in retail as well as license store segments. The aim of Starbucks includes providing fresh, high...
2 Pages(500 words)Essay

Critical evaluation organization's Resources and Capabilities of Starbucks in China. (internal environment)

...? Critical evaluation of organization’s Resources and Capabilities - Starbucks in China. Table of contents 0 Starbucks’s Resources strategy 3 1 Tangible Resources 3 1.2 Intangible Resources 3 1.3 Human Resources 4 2.0 Starbucks’s Capabilities strategy in term of Value chain 4 2.1 Inbound Logistics 5 2.2 Operations 5 2.3 Outbound Logistics 6 2.4 Marketing and sales 6 2.5 Service 6 3.0 Conclusion 7 4.0 References 9 1.0 Starbucks’s Resources strategy Different approaches can be used in order to measure the performance of a particular organization. In the context of the Resource-based theory, a firm is able ‘to develop a competitive advantage only if its...
7 Pages(1750 words)Coursework

Starbucks in China Case Study

...Running Head: Starbucks in China Starbucks in China [Institute's One of the best-known tea and coffee sellers, Starbucks has been making plans to go global since there are many companies in the international scale that are cutting down in the plans of doing same. North America is one of the nations that has become a fan of Starbucks already. Regardless of currency units, borders and restrictions, Starbucks is a Seattle based coffee chain that has made plans to go beyond the borders. The expansion plan has been since the last two or three years and they have been a result of the best implemented strategies. Introduction As...
2 Pages(500 words)Case Study

Business Corporate Strategy (Starbucks in China)

...Business Corporate Strategy (Starbucks in China) Starbucks is indeed an Internationally acclaimed brand of coffee and some other beverage products. Founded in 1971 in Seattle's Pike Place Market today it has its presence in 36 countries outside United States, Offering more than 30 blends and single origin coffees, hand-crafted espresso and blended beverages. The mission statement says, "Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow." And towards this goal, Starbucks has decided to explore the Chinese market. Having established itself in many parts of the world,...
8 Pages(2000 words)Essay

Evaluation of the Long-term Strategy of Starbucks Company in China

...' leading brand, the company now wants to strengthen its market in China, a big consumer market, the land of billions and vast opportunities. Its importance is highlighted by the statement of Howard Schultz (Starbucks) when he says, "No market to date potentially has the opportunities for us that China ultimately will." Schultz also underlines the fact that Starbucks has moved China up to the No. 1 priority. To go ahead with this task, Starbucks needs to have a detailed customer profile depending on the targeted segments because in general, as a long term strategy, customers are segmented based on their demographics, marketing habits...
5 Pages(1250 words)Essay

Entry Strategies of Starbucks in China and UK

...Compare how Starbucks internationalises in China and the United Kingdom and evaluate why it chooses to use such entry strategies Introduction: When a firm seeks to enter a foreign market, the company must choose the most appropriate entry mode for that specific market. The decision of entry mode strategy has an important implication in company’s international expansion. The choice of international strategy has long-term implication for MNCs. There are six international entry mode strategies: exporting, licensing, a turnkey project, franchising, joint ventures and wholly-owned subsidiaries. There are different influential factors that determine a company’s international strategy in each situation. The effect... of these...
7 Pages(1750 words)Case Study

Starbucks in China

...Running head: Starbuckzation in China Starbuckzation in China as Compared to the United s of America and Australia (Student's Affiliation/School) Starbuckzation in China as Compared to USA and Australia 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. This way, I save more time because I am able to do many things while waiting for my coffee and...
30 Pages(7500 words)Coursework

Analyse the market entry strategies adopted by Starbucks, examining the obstacles faced by the management team which may have influenced the choice entry strategy used by the business on entering 2 countries: The UK and China shops round the world – either company-operated or licensed stores. After a stable business in North America, Starbucks started looking at international expansion through licensing and joint-venture partnerships (Darguste, Su, Tu & Wei (2002). They were aware of the different cultural features in different markets and hence tried to alter their international expansion strategy in different regions (Starbucks, 2003). The MNC also needs to pay attention to local consumption habits apart from facing the resistance from anti-globalization organizations. Because of this, several competitors have to be faced as all look for early mover advantages. This report analyzes the entry strategies of...
9 Pages(2250 words)Essay

A study on business development and strategy of Starbucks in China

...A STUDY ON BUSINESS DEVELOPMENT AND STRATEGY OF STARBUCKS IN CHINA A Study on Business Development and Strategy of Starbucks in China Introduction Starbucks established in 1985 under Howard Schultz in United States has become one of the renowned multinational companies in the world with branches in around 50 nations (Starbucks,2010a).It has now become the number one speciality coffee retailer in the world. As a part of international expansion the company is now opening branches all over the world. The company now sees China as one of its major destinations for expansion due to the increased integration of China with the world economy and the tremendous economic growth in the nation. Given this background, this essay analyzes... the...
24 Pages(6000 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic STARBUCKS IN CHINA for FREE!

Contact Us