Abstract
Starbucks is a world-renowned coffee chain brand, and China has now become the fastest growing and largest overseas market for it. This paper takes Starbucks (China) Corporation as the research object, and explores and finds out the problems of single product, quality control and corporate culture loss in the process of organization and management of Starbucks (China) Corporation through the research methods of documentary analysis method, case study method and enterprise comparison. Several targeted improvement suggestions are put forward in this paper for the problems exposed by Starbucks China, hoping that the company could get a virtuous cycle, so that it can be more adapted to the Chinese market and recognized by the majority of consumers. Meanwhile, local enterprises would be able to combine the current situation of Starbucks' development in China and take advantage of its strengths to complement its weaknesses, and the same type of international catering companies could also get inspiration for development in China.
Published Version (Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.