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
* Author to whom correspondence should be addressed.
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.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- 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