This essay Case Study #2 has a total of 636 words and 3 pages.
Case Study #2
Starbucks: Forbidden in the Forbidden City
What are the reasons forced Starbucks which in Forbidden City been closured? Starbucks has been closured from Beijing\'s Forbidden City. Chenggang Rui who is a popular CCTV anchor says its cultural history and American coffee chains shouldn\'t mix. That is trampling over Chinese culture. The Forbidden City, one of the most recognized historic sites in Beijing, China, under the pressure of a Web-based activist campaign. It collected more than 500,000 signatures supporting the closure of Starbucks. The Starbucks had two choices . One was continuing to operate in the Forbidden City, only without the Starbucks name, another choice w as to shake hands and part ways . In the end, The Starbucks decid ed the choice would be to leave . There are the reasons forced Starbucks which in Forbidden City been closured.
How to solve Starbucks forbidden in the Forbidden City?
After research, we believe Starbucks could open near the Forbidden City . Because Starbucks opened in the Forbidden City is not illegal. Second ly, Starbucks can opened in the Forbidden City in line with market rules. Third ly, it\'s convenient to visit the Forbidden City of tourists at home and abroad. Fourth Starbucks opened outside the Forbidden City do not affect Chinese culture.
How can Starbucks change their product/services to better fit the Chinese culture?
In traditional Chinese culture, people prefer to drink a cup of tea rather than a cup of coffee, since tea has long history in china, is cheaper than coffee, and is believed to have health benefits. Also, coffee is a traditional western culture, western style place for younger professional and provides a place to meet, talk, see and be seen. Starbucks want their customers to experience the western style cafe, although Starbucks include a fireplace, a foreign concept in Chinese homes, also incorporates many familiar components such as bamboo, Chinese symbols etc. but they still provide an western experience as well as a cup of coffee.
Generally, coffee consumers in china are young, affluent professionals; returnees and foreign expatriates, there are more familiar with the western lifestyle. People that are not familiar with coffee culture are troubled with the drinking culture. For example, Starbucks need to better educate the consumers the coffee drinking culture. Give Chinese consumers more information about Starbucks Coffee, and the signal of how to drink a cup of coffee with sugar, stirrers or milk.
What did you learn from the experience of Starbucks in China?
From the first launched in China, Starbucks met some troubles, for example, customers\' awareness and understanding, trademark infringement, products modifying and culture difference etc. Firstly, local customers may feel confused when they go to Starbucks because of the unfamiliar with the coffee drinking culture, they don\'t know what they can use for drinks and the differences between varied types of coffee, thus we can learn that when doing business in the country we need to use the suitable promotion methods which are related to the country\'s culture, in order to increase the customer\'s awareness, for example, we could use some step tips of drinking coffee next to the sugar or milk, and we could use a blackboard to introduce difference coffee knowledge everyday. Secondly, it\'s very common that trademark infringement happens in China, therefore trademark protection is very important when enter in the China market. Thirdly, in order to meet customers\' needs and favorite taste , the products should be modified as Chinese style. Lastly, because of the culture difference, it\'s difficult to measure what to put it or give up, especially when the important element of headquarter culture couldn\'t be accepted in the enter market, therefore we have to consider different situation and environment when doing global business.
Going Beyond A Pat On The Back ?Going beyond a Pat on the Back ? Motivation Theory at Work in the Food Service Industry America?s love affair with restaurants has never been greater. According to Roy Alonso of the National Restaurant Association, there were over 750,000 locations offering food services of some sort in the United States as of 1997. It is estimated that half of all adults are foodservice patrons on a typical day, and over 43 cents of the consumers food dollar is spent at these establishments. In 1997, sales of r
How are the corporation’s debt securities reported on the financial st How are the corporation’s debt securities reported on the financial statements? ACC/300 May 5, 2015 How are the corporation’s debt securities reported on the financial statements? Debt Securities, according to Investopedia (2015), are “Any debt instrument that can be bought or sold between two parties and has basic terms defined, such as notional amount (amount borrowed), interest rate and maturity/renewal date.” Debt securities for corporations include government or corporate bonds, certificat
Global Environments Global Environments ACC 300 May 4, 2015 Global Environments When researching a publicly traded corporation that has exhibited global business strategies one of the top performers in today’s market includes Starbucks. Starbucks was founded in 1971 in the popular Pike’s Place market in Seattle, Washington. A lot has changed since then with stores exceeding 20,500 worldwide. Starbucks had its first IPO offer in 1992 and has split into a two-for-one stock five times under the NASDAQ trading symbol
StarbucksStarbucks was opened in 1971 amongst the small shops of Pike Place Market in downtown Seattle, with the main focus of selling coffee to its busy patrons. In 1987, Howard Shultz gathered his investors and purchased Starbucks where he vowed to sell more than coffee which would improve their position over their competition. Starbucks is now the industry leader in coffee and tea sales with a Market cap of approximately $70.9 Billion with continued plans to expand in the coming years.
Case Study #2 Case Study #2 Starbucks: Forbidden in the Forbidden City What are the reasons forced Starbucks which in Forbidden City been closured? Starbucks has been closured from Beijing\'s Forbidden City. Chenggang Rui who is a popular CCTV anchor says its cultural history and American coffee chains shouldn\'t mix. That is trampling over Chinese culture. The Forbidden City, one of the most recognized historic sites in Beijing, China, under the pressure of a Web-based activist campaign. It collected more t
What is the strategy?What is the strategy? According to Oxford business dictionary, strategy is a planned action designed to achieve long-term or overall aim. Ohmae (1983) say, “Over the past decades, quite a few new concepts of business strategy have emerged. Good strategies, however, remain difficult to develop, largely because strategy is so much easier to classify in retrospect than to plan and create.” Strategy is important for a firm because the resources and capabilities which enable the firm to achieve their
Summary on Starbucks Summary on Starbucks Management style In this report we would like to analyze Starbucks's management style and how does the inside environment effect us from the psychological point of view. Starbucks is one of the most popular coffee shops across the world. There are 2,200 stores in different countries and company has the largest market share in the industry. How does Starbucks control all the coffee shops and how does it remain one of the best? This is where the great management style and the