Starbucks in China - 4347 Words

[pic] College of Business MGT6503: Comparative Management: Asian Perspectives Dr. Jixia (Jane) Yang Study of Starbucks case in China Student ID: 52775337 52326355 50417599 50376619 Summary: In Iceberg Model of Culture, the difference of the people come from varieties countries is not only their behaviors, but also their attitudes, assumptions, values, beliefs which cannot be seen easily. The difference can influence almost every aspect of natives living. That is the reason why some good management styles didn t have much work in other regions. So comparative management is really useful to analyze the extent to which management principles are applicable from one country to†¦show more content†¦But it is not the native enterprise after all, so there are several culture problems are waiting for being solved. Firstly, even though Starbucks has explored the Chinese coffee market and attracted many long-term customers, it is far away from enough. As you may know, the tea-drinking culture has been lasted over several thousand years. Moreover, there are a lot of products about tea in high-class, mid-class and low-class market. It is hard for Starbucks to enter the China market. As a result, Starbucks targeted the middle class market, especially the young people. In details, this kind of people contains some students, overseas returnees, foreigners, and white-collar employees. Due to the narrow range of customers, Starbucks limited herself to become more popular in China. Besides, the Chinese traditional tea drinking culture affects Starbucks expansion. Since China has 56 nations and huge size of land, there are different drinking styles in China. For example, the people in the north of China prefer to drink tea using bowl and drink fast, while the people from south are keen on drinking Gongfu tea and drink slowly. That’s why it is difficult for Starbucks to attract all kind of people by only one business model. Additionally, some researches show that tea is more suitable for the physical conditions of the oriental people. It is showed that the culture problem is still a big challenge for Starbucks developing Chinese market further. In ChineseShow MoreRelatedStarbucks in China1227 Words   |  5 PagesCase study: Starbucks in China Starbucks – A global company? The 1971 founded company Starbucks has undergone an impressive expansion throughout the last years and as a result now is the leading coffee house retailer in the world. Due to several joint ventures, partners, and an enormous amount of directly operated stores, it is present in more than 34 countries and serves around 33 millions of customers per week.1 Moreover, the company significantly increased its global publicity within subscribingRead MoreStarbucks in China4917 Words   |  20 PagesStarbucks Corporation in China Company overview Starbucks Corporation is one of the most famous coffee retailers in the world. 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