As the marketing rule goes, it has been known that the best of the market share can be achieved only if the organizations and firms go global. This can also be achieved by having risk taking minds behind the strategies. Starbucks has been planning to open around 1200 stores on an international scale this year alone (Fellner, 2008, p. 12).
The main strategy that has been seen to be followed and been implemented by Starbucks includes the global level joint ventures and partnerships that Starbucks has with the other coffee chains all around the world. These are the ventures that allow the other companies to own and run coffee chains. The local partner of the country knows the best locations and can make aware of the local tax issues and customer demands, thus giving Starbucks a bit added customer appeal (Earnshaw, Graham et al., 2005, p. 33).
Starbucks has been seen to gain much popularity in China as compared to KFC and McDonalds. China has been embracing the idea of global trade and global business since many years and it has been seen that the foreign firms and organizations feel at home while they work in a foreign country, especially China.
One of the main strategies that has been implied by Starbucks is that it is aware that the Chinese people do not like coffee. Therefore, Starbucks plans to provide the Chinese with more kinds and varieties of tea.