Starbucks Culture Essay

9960 Words Oct 11th, 2011 40 Pages
Contents

Summary 1 1. Introduction 2 1.1 History of Starbucks Coffee Company 2 1.2 Development of Starbucks in China 2 2. Positive Effects of Starbucks Culture in China 3 2.1 Starbucks Corporation Culture 4 2.1.1 Influence of Corporation Culture on Leadership 4 2.1.2 Influence of Corporation Culture on Staff Motivation 7 2.2 Starbucks Brand Culture 11 2.2.1 Effects of Brand culture on Brand Positioning 13 2.2.2 Effects of Brand Culture on Product Strategies 14 2.2.3 Effects of Brand Culture on Promotion Strategies 15 2.3 Starbucks Coffee Culture 16 2.3.1 Impacts on Coffee Process Standardization 16 2.3.2 Impacts on Chinese Customers 18 3. Criteria to Assess the Success of Starbucks Culture
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Currently, Starbucks exists in a few foreign countries in Asia. The company felt that Asia offered more potential than Europe. Because of a large number of potential consumers and an emerging economy but low demand for coffee in China, Starbucks inaugurated its first outlet in the World Trade Center in Beijing, China in January 1999, it needed to proceed with less paces than it was used to. The company now sells coffee through around 49 outlets that are mostly concentrated in Beijing and Shanghai. The company has collaborated with different partners for its operations in China. A replication of its stores concept worldwide, Starbucks in China caters mainly to urban working people and thus its outlets are located in commercial areas. Although developing in China is a challenging task, the company is determined to carve a niche for itself in China’s beverage market. The success of expanding into foreign markets is dependent on Starbucks’ ability to find the right local partners to negotiate local regulations and other country-specific issues. Especially in China, Starbucks bring a new coffee experience to the customers who are used to drinking tea and spread Starbucks’ unique cultures to capture customers’ hearts deeply.

This is the second stage: implementation stage of this report. It is a report written to analyze how and why Starbucks culture affects Starbucks to be successful in Chinese market. Both internal and external strength should be
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