Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Proceedings of the 2nd International Conference on Business and Policy Studies

Series Vol. 10 , 13 September 2023


Open Access | Article

Analysis of the Current Situation of Starbucks' Operation in Chinese Market

Xuanjun Li * 1
1 Mapleleaf International School-Henan

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 10, 116-120
Published 13 September 2023. © 13 September 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Xuanjun Li. Analysis of the Current Situation of Starbucks' Operation in Chinese Market. AEMPS (2023) Vol. 10: 116-120. DOI: 10.54254/2754-1169/10/20230443.

Abstract

With the gradual expansion of the Chinese coffee market, Starbucks has continued to increase its investment in the Chinese market, which has made China the largest overseas market for Starbucks in the world. With its unique corporate culture, Starbucks has maintained good relationships with its customers while ensuring the quality of the products, and there is much to learn from its success of Starbucks. This paper uses SWOT theory, comparative analysis, and strategic research to analyze the current situation of Starbucks in the Chinese market. The primary data for this paper is obtained from the Starbucks website and other journal papers. This paper will examine the current brand positioning and operations of Starbucks in-depth and provide analysis and recommendations. As Starbucks is proliferating in the Chinese market, certain previous studies may have issues such as untimely information, and there is still a need to update relevant information for this type of business to meet the accuracy of the information.

Keywords

marketing, coffee, supply chain, Starbucks

References

1. Starbucks Reports Q3 Fiscal 2022 Results(2022). https://investor.starbucks.com/press-releases/financial-releases/press-release-details/2022/Starbucks-Reports-Q3-Fiscal-2022-Results/default.aspx.

2. Ray Oldenburg.

3. Zhang Xinrui. Analysis of marketing strategy of Starbucks (China).2014.Jilin University,MA thesis.

4. Zhang Xinrui. Analysis of marketing strategy of Starbucks (China).2014.Jilin University,MA thesis.

5. Coffee Salon. “China 2022 Annual Coffee Research Report” COFFEE ANNUAL 2022, Mar. 2022.

6. "China freshly ground coffee industry research report". Ariadne Consulting Series Research Report (No.7, 2022).Ed. , 2022, 727-776.

7. Wang Wei." An analysis of Starbucks marketing strategy." Shanghai Business .01(2022):12-13.

8. “Plant-Based Menu Innovation at Starbucks.” Starbucks Stories&News, Starbucks, 23 June 2020, https://stories.starbucks.com/stories/2020/plant-based-menu-innovation-at-starbucks/.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 2nd International Conference on Business and Policy Studies
ISBN (Print)
978-1-915371-47-8
ISBN (Online)
978-1-915371-48-5
Published Date
13 September 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/10/20230443
Copyright
13 September 2023
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated