StudentShare solutions
Triangle menu

Business Corporate Strategy (Starbucks in China) - Essay Example

Extract of sample
Business Corporate Strategy (Starbucks in China)

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 sit out and chat with a cup of coffee on the table and a cigarette in hand.

Opportunities
For long China carried the reputation of being the world's greatest opponent of globalisation. But now things are perceptibly different. Today China has transformed itself into a committed member of WTO. Under the globalization, China is a rapidly growing market
Though dominantly a tea drinker nation, Chinese consumer is rapidly accepting Coffee as one of the main beverages. According to Euromonitor, total sales of coffee in China has grown by nearly 90% between 1998 and 2003. Estimates for future point out that the market is bound to grow by about 70% in the period 2004-2008.
Consumption of coffee has so far been concentrated in big cities only. Now with the establishment of a firm foundation the company can plan out a formidable plan for mediums sized cities and hamlets.
Chinese beverages market is still vastly (more than 42%) dominated by Tea drinkers, this leaves enough room for inviting these people ...Show more

Summary

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…
Author : alittel
Business Corporate Strategy (Starbucks in China) essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Business Corporate Strategy (Starbucks in China)"
with a personal 20% discount.
Grab the best paper

Related Essays

Starbucks
Starbucks Cafe sources its coffee using a practice known as fair trade coffee. Fair trade coffee is a practice that ensures the company receives the top quality coffee in the world, while at the same time complying with highest corporate responsibility standards.
2 pages (500 words) Essay
INTRODUCTION TO BUSINESS AND MANAGEMENT
The company deals with a wide range of products that include coffee, warm, and cold beverages, premium and sell salads, books, gifts among other accessories. Starbucks overall mission is “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time (Bruhn-Hansen, 2012, p.
6 pages (1500 words) Essay
Starbucks - International Business
In such context, Roby (2011) stated that technically, Starbucks should never be able to attract customers for day after day with its overpriced coffee but in practical situation, millions of people across different parts of the world visit Starbucks to enjoy the holistic experience despite paying high price.
14 pages (3500 words) Essay
Starbucks
The company rose to become the largest coffeehouse organization in the world. At present, the company operates in over 62 countries with more than 21,000 stores. Major Starbucks’ consumers come from United States, Canada, Japan, China, United Kingdom as well as other nations such as, South Korea, Mexico, Taiwan, Philippines, Turkey, Thailand and Germany.
13 pages (3250 words) Essay
Evaluation of the Long-term Strategy of Starbucks Company in China
This essay mainly focuses on the evaluation of the effectiveness of the business processes, that Starbucks company utilizes in the globalized world of today. To increase its market share in China, Starbucks needs to have a detailed customer profile depending on the targeted segments, as a part of its long term strategy in this market.
5 pages (1250 words) Essay
Starbucks the experience
(UW Business School, 2003) The top management of Starbucks builds a strong company culture by enabling its employees to feel and consider themselves as an important part of
12 pages (3000 words) Essay
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
The most dominant paradigm in choice of entry mode is Dunning’s eclectic model which is based on ownership, locational and internalization framework (Lin, 2000). The internalization perspective pertains
9 pages (2250 words) Essay
A study on business development and strategy of Starbucks in China
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
24 pages (6000 words) Essay
Study of Starbucks business strategy 02224
The company has been profitable and has recorded a gradual increase in profits in the years 2012, 2013 and 2014 (Michael, 2014). This paper will seek to analyze the
10 pages (2500 words) Essay
International marketing strategy of Starbuck in china and in the uk
ult, this paper will discuss the way Starbuck Corporation in China and UK was created and how it changed over time especially with increased competition in a marketing environment based with cultural differences. More significantly, this study wants to emphasize the strategic
27 pages (6750 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation