Starbucks Global Expansion Strategy, with a focus on China.

Starbuck?s has become a staple of American shade and for the most part, if you are in your 20?s, you have big(p) up with it and this has become what you expect coffee to be. Who can strike you, it is everywhere, so ?wake up and smell the coffee?! I plan to tell you about the strategies that this giant uses, that have taken it from humble beginnings to a worldwide phenomenon. I also narrow down to explain how Starbucks is taking China by storm, mainly because seller / entrepreneur Howard Schultz?s vision and mission statement is divided up by everyone in the company!An excerpt from the London pecuniary Times create in February 2006 states the following in regards to Starbucks entry the Chinese market; ?Mr Schultz said the company was looking at new ways to tailor the menu to local tastes, as US fast food chains have done.? This statement leads me to believe that Starbucks pursues a multi-domestic strategy. A multi-domestic strategy implies that the company is determined in separate countries, operates on its own, allows for change, and responds to national operational, product, and market requirements. Starbucks does on the nose this! Furthermore, Starbucks makes the customization of products and marketing strategies its priority upon entering new territories.

In addition, some other article from Wall Street Journal, New York also published in February 2006 talks about how Mr Schultz feels about the importance of a shared committedness; ?Our global success would not be possible without our international partners, who share in our values and trueness to bringing the Starbucks Experience to customers worldwide. How we choose partners is critical to our success!? somewhat of these considerations and shared attributes are a critical involvement and commitment of top management in daily operations, sufficient monetary and human resources, a good strategic fit, and a...

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