Running head: MODULE TWO CASE
Module Two Case Assignment
First MI Last
University
Abstract
Starbucks is the leader in the specialty coffee market, and not just in the United States. Starbucks currently has opened hundreds of stores in China and is committed both financially and strategically. The removal of restrictions on foreign investment in the retail industry, due to China's World Trade Organization membership, also opens the door for Starbucks to be directly involved in the development of the China market. Having a Starbucks in China has become one of the most popular brands among Chinese white collar workers between the ages of 25 and 40. China is the company’s future largest overseas market. To help Starbucks grow more efficiently, Schultz strengthened the management team in China by appointing a number of new executives in April. For this case assignment I am going to discuss the global strategy of Starbucks with a focus on the expansion into China. I’ll examine some possible components of Starbucks global expansion strategy that enables them to determine how, why, and where they expand.
Grande Latte, Frappuccinno, and Expresso Regalo, all words related to the specialty coffee business. Chances are, if you’ve been to an airport, mall, grocery store, or the downtown area of a large city, you’ve been to or seen a Starbucks. Without a doubt, Starbucks is the leader in the specialty coffee market, and not just in the United States. For this case assignment I am going to discuss the global strategy of Starbucks with a focus on the expansion into China. I’ll examine some possible components of Starbucks global expansion strategy that enables them to determine how, why, and where they expand. Today, Starbucks global expansion strategy and performance is stellar.
With the long established tea drinking culture in China didn’t mean Starbucks couldn’t get their cups of coffee into that cultures hand. When you think about China, it’s...