Management

Introduction

Starbucks Corporation is a big multinational coffee and coffeehouse chain company which is based in United States. Currently, Starbucks is the biggest coffeehouse company in the world, with a record number of 15,011 stores located in 42 countries. Main products of Starbucks including brewed coffee, espresso-based hot drinks, snacks, products for instance mugs, coffee beans, hot and cold drinks. Furthermore, Starbucks has an entertainment division and Hear Music brand, and it also have markets for music, books and film. (Starbucks Corporation, 2007).

From where it was established in Seattle, Washington, in 1982, Starbucks had rapidly expanded. Up to now, Starbucks continues to spread out in foreign markets with more than 10,500 retail located in North America, Latin America, Europe, the Middle East and the Pacific Rim. China expects to become the most important, potential with the largest market outside North America. China market is changing and attracting foreign investments and new entrants in particular coffee industry. With a foreign brand in China, the question made here is “what Starbucks should do to be more successful in Chinese market in the end of next five years time”.

Starbucks in China

➢ has entered in the mainland China market since 1999

➢ opening the first store in Beijing in China World Trade Building

➢ Core product: Coffee

➢ Main products: Brewed and Blended Coffee, tea, hot espresso, juices, cream, snack

➢ Markets for music, book and film

➢ Geography: 230 stores in 22 cities of mainland China, including Beijing, Tianjin, Shanghai, Guangzhou and Shenzhen (History, 2010).

Key Stakeholders

Starbucks is a public company and must maximize the wealth for shareholders. In order to achieve the goal, Starbucks must endeavor to support other key stakeholders including customers, suppliers, coffee producers, employees, and the environment because all the key stakeholders hold the...