Analysis of Starbucks in China

Zhaozhe Wang

doi:10.54691/bcpbm.v38i.3743

Authors

Zhaozhe Wang

DOI:

https://doi.org/10.54691/bcpbm.v38i.3743

Keywords:

Starbucks; Case analysis; Organizational management.

Abstract

Since coffee is gradually becoming popular in China, the promising market prospect that China’s coffee market has is appealing to multiple companies. Starbucks, a successful business magnate in the coffee market around the globe, occupies a huge market share in China’s coffee market. Nevertheless, numerous competitors, especially domestic coffee brands in China, and the hit caused by the COVID-19 epidemic put great pressure on the company. Furthermore, the company itself also has some weaknesses currently, which can affect the corporation negatively. As a result, based on the background of China’s coffee market, and the enterprise’s own situation, this article mainly pays attention to three vulnerabilities, giving an analysis of these problems, and some suggestions will be provided correspondingly.

Downloads

Download data is not yet available.

References

Wang X. Strategic management analysis of restaurant chain enterprises-a case study of Starbucks. Modern trade industry, 2020, 41(27):70-71.

Yang Z. Business risk analysis of China’s coffee industry under the New Retail Model: A case study of Luckin Coffee. Jiangsu Institute of Technology Newspaper, 2019, 25(4):37-42.

Tong H. The Competitive Advantages of Starbucks in the Chinese Market and the Success in Recovering from the Coronavirus Outbreak. EJournal Publishing, 2021, (1).

Haskova, Katerina. STARBUCKS MARKETING ANALYSIS. CRIS - Bulletin of the Centre for Research & Interdisciplinary Study. 2015, 1:11-29.

Xing Y, Mu X. Starbucks marketing strategy analysis. Cooperative Economy and Technology, 2022, (14): 80-81.

Zhou J. Analysis of the brand positioning strategy of Starbucks in Chinese and American markets based on brand positioning theory. Modern Business Industry, 2020, (13):35-37.

He M, Luo J. The influence mechanism of corporate reputation on consumer affective attachment and customer citizenship behavior: based on customer-firm identity perspective. China circulation economy, 2016, 30(4):108-114.

Cheng X, Liu Y. Starbucks Marketing analysis and development suggestions based on 4P theory-A case study of Gen Z Consumers. Brand Research, 2021, (28):56-58,154.

Liu J, Zhang X, Liu X. Research on influencing factors of Starbucks Customer Satisfaction. Inner Mongolia Science, Technology and Economics, 2021, (14):56-57.

Che M, Wang J. Analysis and Development suggestions of Starbucks wechat marketing model. Investment and Innovation, 2021, 32(5):105-107,110.