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Business Corporate Strategy (Starbucks in China) - Essay Example
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, the company now wants to expand its network in China, the land of billions and vast opportunities…
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 etc. Such an analysis is to be preceded by a detailed analysis of the company, with a Chinese perspective, using some of the following strategic tools.
A committed managerial team is headed by Howard Schultz, the present Chairman, who has proved to be a man with a mission. A dynamic person, he known to be full of energy who successfully transformed the US operations to their present proposition.
Over time and with experience, Starbucks has developed a sophisticated store-development process based on a six-month opening schedule. This target driven strategy helped the company in opening large number of stores in US and elsewhere.
Starbucks has been doing the ground work in China since 1994. Therefore comparing the growth of its operations in other nations, Starbuck could not successfully implement this experience in China and had to be content with relatively modest success. The company has taken little too long in building the foundation.
Though Starbucks has shown its commitment to environment and health by maintaining a no-smoking policy, but in this part of the world, people prefer to s ...