Analysis of Starbucks "Chinaization" Organizational Management Issues

Abstract

Starbucks is a world-renowned coffee chain brand, and China has now become the fastest growing and largest overseas market for it. This paper takes Starbucks (China) Corporation as the research object, and explores and finds out the problems of single product, quality control and corporate culture loss in the process of organization and management of Starbucks (China) Corporation through the research methods of documentary analysis method, case study method and enterprise comparison. Several targeted improvement suggestions are put forward in this paper for the problems exposed by Starbucks China, hoping that the company could get a virtuous cycle, so that it can be more adapted to the Chinese market and recognized by the majority of consumers. Meanwhile, local enterprises would be able to combine the current situation of Starbucks' development in China and take advantage of its strengths to complement its weaknesses, and the same type of international catering companies could also get inspiration for development in China.