Starbucks Entry to China - 10678 Words

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†¦show more content†¦sales.8 It was while he was at Hammerplast that Howard discovered Starbucks, which was a Business Wire. â€Å"Starbucks Celebrates First Store Opening In Shenzhen; Starbucks Brings Coffee Passion and Expertise to Southern China† Business Wire.com Archives McDowell, Bill. â€Å"The Bean Counters.† Restaurants Institutions. December 15, 1995. p. 44 Batsell, Jake. â€Å"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. â€Å"Planet Starbucks.† Business Week. September 9, 2002. p. 100-106 3 4 2 Do not duplicate. 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.Show MoreRelatedStarbucks Entry to China10685 Words   |  43 PagesCORNELL 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 PacificRead MoreThe Market Entry of Starbucks into China898 Words   |  4 PagesThe final project is going to be about the market entry of Starbucks into China. This project will focus on gauging the success of the companys market entry strategy thus far. Starbucks has announced in a press release that it believes China will be its #2 market by 2014, and the company has been one of the most successful American companies in that market (Starbucks, 2012). The company entered the Chinese market in 1999 with a store in Beijing. This follow ed the acquisition of greater knowledgeRead MoreInternational Marketing of Starbucks1184 Words   |  5 PagesStarbucks International Marketing International marketing has become more significant on business world because it lets the companies to be able to extend their markets to increase profits. Hence, International marketing is the business activity including goods, services, and resources which occurs between two or more regions and countries. 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Moreover, Starbucks very deliberatelyRead MoreStarbucks Coffee s Vision Of Starbucks1282 Words   |  6 PagesGordon Bowker established Starbucks Coffee Company in 1971, their vision of Starbucks was that of a local business specialising in â€Å"selling fresh roasted whole beans in ...specialty stores.† (Darguste et al., 2006 p.655). Fearing commoditization of the brand, the founders were opposed to the idea of broadening the appeal of Starbucks coffee. 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The major companies that shared 60% of the coffee marketplace such as Maxwell House (owned by General Fords), Folgers (owned by Procter Gamble), and Nescafe (owned by Nestle) used different strategies than Starbucks. The majors approached the coffee marketplace by providing products made from cheap Robusta beans that were sold in cans. On the other side, Starbucks introducedRead MoreMarket Entry Strategy : Starbuckss Foreign Market Entry Strategy1063 Words   |  5 PagesCurrently, Starbucks foreign market entry strategy combined with their level of quality is suitable for markets worldwide. With Starbuck’s financial release open for the public to view on their website, they proudly state their quarter store sales are up 3% globally, up 3% in the United States and up 8% in China. (www.starbucks.com). Starbucks is proving to be a main contender in the worldwide coffee market which is evident with the opening of over 2,600 stores in China. By targeting the most populated