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.
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