Starbucks in China

Undergraduate
Coursework
Miscellaneous
Pages 30 (7530 words)
Download 1
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…

Introduction

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 Ame ...
Download paper
Not exactly what you need?

Related papers

Starbucks in China Case Study
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).…
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.…
Starbucks Essay
Starbucks is faced with the dilemma of how to further enhance the "Starbucks experience."…
Product Life Cycle
5)." With this definition, it becomes apparent that marketing is not just about selling goods and services to customers. At the heart of marketing is delivering customer value to satisfy and even delight buyers. This calls for the efficient establishment of a marketing mix which takes into account all the essential factors in marketing commodities. In marketing a product, the extended marketing…
Starbucks
The aim of this paper is to do this, as well as thoroughly investigate and consider the key elements related to these three issues. In doing this, we can come to a more understanding, knowledgeable, and critical point of view on the matter of Starbucks, its history, its strengths, and weaknesses. This is what will be dissertated in the following.…
Entry Strategies of Starbucks in China and UK
It is the 5th most widely traded commodity in the world and millions of people depend directly or indirectly on the production and sale of coffee for their income. The US coffee shop industry includes about 20,000 stores with combined annual revenue of about $11 billion. The industry is highly concentrated: the top 50 companies generate more than 70 percent of industry sales.…
Starbucks in China
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.…