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Abstract

In the 1990s, Starbucks Corporation, the world's No 1 speciality coffee retailer from the US, started expanding into international markets. After its success in Japan in the mid-1990s, it started focusing on China in the late 1990s. In 2005, after its initial expansion in the major cities of China, Starbucks embarked on an expansion spree into China's second-tier markets. However, analysts opine that in this initiative, Starbucks might face challenges like cultural differences, high real estate prices, unavailability of land and suitable employees.
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February 2006

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Abstract

In the 1990s, Starbucks Corporation, the world's No 1 speciality coffee retailer from the US, started expanding into international markets. After its success in Japan in the mid-1990s, it started focusing on China in the late 1990s. In 2005, after its initial expansion in the major cities of China, Starbucks embarked on an expansion spree into China's second-tier markets. However, analysts opine that in this initiative, Starbucks might face challenges like cultural differences, high real estate prices, unavailability of land and suitable employees.

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Location:
Other setting(s):
February 2006

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