A REPORT ON THE MICRO-ENVIRONMENTAL ANLYSIS OF CHINA and THE EXPANSION OF STARBUCKS’ CHINESE OPERATION 2011
Prepared for:
Lecturer: Laura Schijindel
Submitted: 10th August 2011
Prepared by:
Executive Summary:
This report was commissioned to examine whether it is appropriate to open Starbucks coffee retail shops in China by conduct a macro-environmental analysis, also to recommend ways of pursuit the success.
The research draws attentions to the several aspects of macro-environmental analysis of China and discusses the impact of these factors to operating a Starbucks coffee shop in China. The economic factor in China is extremely favourable to the operation since the rapid development of the Chinese economy and the sustainability of its growth. The culture of China has changed steadily from eastern to western and the developed education provides opportunities to familiarize western beverage before they physically taste it. Both of these imply that the tea-drinkers are likely to accept coffee greatly and comfortably. However, the Chinese legal system and its political situation may bring some uncertainties and risks to the operation of the coffee store. According to the opinions of several researchers, the Chinese legal system is immature and some legislation is still in developing and the
The expansion should be taken since Starbucks have certain completive advantages which are not found from other competitor in the coffee market such as the high standard of coffee quality and the advanced employee training skills.
According to the strengths and weakness discuses in the report, the expansion strategy, which is consistent with its pass expending experience, would be disuse.
Table of Contents
1. Executive Summary --------------------------------------------------------Page 2
2. Introduction ------------------------------------------------------- Page 4
3.... [continues]
Prepared for:
Lecturer: Laura Schijindel
Submitted: 10th August 2011
Prepared by:
Executive Summary:
This report was commissioned to examine whether it is appropriate to open Starbucks coffee retail shops in China by conduct a macro-environmental analysis, also to recommend ways of pursuit the success.
The research draws attentions to the several aspects of macro-environmental analysis of China and discusses the impact of these factors to operating a Starbucks coffee shop in China. The economic factor in China is extremely favourable to the operation since the rapid development of the Chinese economy and the sustainability of its growth. The culture of China has changed steadily from eastern to western and the developed education provides opportunities to familiarize western beverage before they physically taste it. Both of these imply that the tea-drinkers are likely to accept coffee greatly and comfortably. However, the Chinese legal system and its political situation may bring some uncertainties and risks to the operation of the coffee store. According to the opinions of several researchers, the Chinese legal system is immature and some legislation is still in developing and the
The expansion should be taken since Starbucks have certain completive advantages which are not found from other competitor in the coffee market such as the high standard of coffee quality and the advanced employee training skills.
According to the strengths and weakness discuses in the report, the expansion strategy, which is consistent with its pass expending experience, would be disuse.
Table of Contents
1. Executive Summary --------------------------------------------------------Page 2
2. Introduction ------------------------------------------------------- Page 4
3.... [continues]
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