Abstract
Starbucks Corporation is an American coffeehouse chain founded in 1971. It is currently the biggest and one of the most well-known coffeehouse chains in the world, with over 35,000 stores worldwide. China has been ranked the second-biggest market for Starbucks after its home country since its first appearance in 1999. As a foreign brand, Starbucks marketing strategies in the Chinese market have been fundamental to the brands success. This paper analyses how Starbucks Chinas localisation of its product, placing strategies, and digitalisation of its marketing strategies have led the coffeehouse chain to succeed in the market. Then, this paper looks at the challenges Starbucks faces from local and international competitors and challenges arising from economic instability. Finally, the paper also provides recommendations to the company regarding its marketing strategies. It is believed that Starbucks China will need to continue strengthening its efforts to diversify its products, adjust its pricing strategy, and optimise its customer experience to succeed.
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