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Essay / Research Paper Abstract
A 16 page paper discussing the methods and rationale that Starbucks uses to expand into Asian countries, specifically China and Singapore. Starbucks already has found success in Japan and Singapore. It is progressing more slowly in China by design, but it is well on its way to achieving its long-term strategy for that country, which is to make it Starbucks' largest market second only to the US market. Bibliography lists 16 sources.
Page Count:
16 pages (~225 words per page)
File: CC6_KSstarAsia.rtf
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Unformatted sample text from the term paper:
1. How does Starbucks create brand equity? 7 2. Why does Starbucks wish to enter the Asian market? Why enter Singapore? 8 3. Is Starbucks facing cannibalisation? Why? 10 4. How does Starbucks market itself?
Is there a better way? 10 5. Why did Starbucks choose to enter a predominantly tea-consuming market like China? And why did Starbucks place its outlets in China in mainly
commercial areas? 11 Economic Issues 12 Political Stability 13 Social and Technical Issues 14 Cultural Issues 15 Financial Issues 16 Financing Expansion 16 Exchange Rates 16 Legal Considerations 16 4 Ps of Marketing - How do the other issues
affect the 4 Ps? 16 Conclusion 17 Executive Summary Despite slowing growth in the US, Starbucks future seems to be assured, at least
as long as it continues to focus attention on quality and personable service. Customers can find the opposite at any number of other outlets, and at much lower prices.
It is what they cannot find at other companies that continues to bring them back to Starbucks on a consistent basis. CEO Howard Schultz seeks to open thousands
of stores in China, a project that currently is underway and will extend far into the future. The companys plans include expanding into rural areas and those areas that
currently have no access to Starbucks products; Schultz seeks to make China "the second-largest market behind North America" (Guest 2006, p. NA). Starbucks
already has found success in Japan and Singapore. It is progressing more slowly in China by design, but it is well on its way to achieving its long-term strategy
for that country. Introduction Starbucks international operations are expected to grow more rapidly than the number of its domestic locations in coming years.
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