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Analysis of Starbucks in China
WANG Zhaozhe
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DOI:10.17265/2159-5542/2023.05.005
Xi’an Jiaotong-Liverpool University, Suzhou, China
Since coffee is gradually becoming popular in China, the promising market prospect that China’s coffee market has is appealing to multiple companies. Starbucks, a successful business magnate in the coffee market around the globe, occupies a huge market share in China’s coffee market. Nevertheless, numerous competitors, especially domestic coffee brands in China, and the hit caused by the COVID-19 epidemic put great pressure on the company. Furthermore, the company itself also has some weaknesses currently, which can affect the corporation negatively. As a result, based on the background of China’s coffee market and the enterprise’s own situation, this article mainly pays attention to three vulnerabilities, giving an analysis of these problems, and some suggestions will be provided correspondingly.
Starbucks, case analysis, organizational management
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