Starbucks Entry to China

10678 Words Sep 8th, 2010 43 Pages
The Center for Hospitality Research
AT CORNELL UNIVERSITY

Starbucks Entry into China
Starbucks Coffee International, a subsidiary of Starbucks Coffee Company has recently celebrated its first step into Southern China opening a new store in the country, the first one in Shenzhen. The store is owned by Coffee Concepts, a joint venture between Starbucks and Hong Kong’s Maxim group, who together have already opened 32 Starbucks stores in Hong Kong between 2000 and 2002.1 At the opening Pedro Man, president of Starbucks Coffee Asia Pacific Ltd., the Asian division of Starbucks Coffee International said: "As we celebrate the opening of our first store in Southern China today, we mark yet another key milestone in the history and tradition of
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sales.8 It was while he was at Hammerplast that Howard discovered Starbucks, which was a
Business Wire. “Starbucks Celebrates First Store Opening In Shenzhen; Starbucks Brings Coffee Passion and Expertise to Southern China” Business Wire.com Archives
McDowell, Bill. “The Bean Counters.” Restaurants & Institutions. December 15, 1995. p. 44 Batsell, Jake. “Starbucks closes its year increasing profit by 19 percent.” Seattle TimesWebsite. http://seattletimes.nwsource.com/html/home/ Visited November 20, 2002. Release dated November 15, 2002. 5 Schultz, Howard and Dori Jones Yang. Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time. Hyperion Press, New York. 1997. p. 29 6 Schultz, p. 32-33 7 Schultz, p. 52 8 Holmes, Stanley, Drake Bennett, Kate Carlisle and Chester Dawson. “Planet Starbucks.” Business Week. September 9, 2002. p. 100-106
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Starbucks Entry Into China, 3 customer of his at the time. After first visiting the company and meeting its owners, he knew that he wanted to be part of Starbucks and see it grow nationwide. Baldwin and Bowker hired Schultz as director of retail operations and marketing in 1982.9 While traveling through Italy to learn more about the coffee business, Schultz was amazed that the country supported about 200,000 espresso bars, with 1,500 in the city of Milan alone.

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