Series Vol. 26 , 13 September 2023
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Starbucks' growth has slowed in recent years. The "golden decade" of Starbucks is still far away. This article aims to analyze Starbucks China's management's pain points and difficulties and give corresponding suggestions. The analysis in this article comes from texts and data from different sources such as news, periodicals, and Starbucks' official website. The article first described the general situation of Starbucks in China's coffee market, showing how it expanded its stores and developed its brand in China. Then, the article describes Starbucks's four primary pain points and dilemmas in China. The pain points reflect the impact of the external environment on Starbucks' marketing. For example, the market is highly competitive and has regional gaps. This dilemma reflects the effects of Starbucks' internal problems on marketing. For example, staff training is not in place, and online and offline sales development is unbalanced. Therefore, Starbucks still has many deficiencies that need to be improved on the road of Chinese management. Starbucks can only return to the development speed of the "golden decade" by improving these deficiencies. In response to these deficiencies, the article gives four corresponding opinions, which are to expand the business to increase competitiveness; optimize employee incentive system to improve service quality and turnover; increase promotion of coupons to attract more consumers; establish Online communities to increase online sales and maintain their brand image.
starbucks, cultural difference, cross-cultural marketing
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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.