5_Starbucks Case Study
- Many of the same environmental factors that operate in the domestic market also exist internationally, including cultural ones. Discuss the key cultural factors Starbucks had to consider as it expanded into China.
- Discuss the key political and legal factors Starbucks had to consider in the Chinese marketplace. What are the risks of entering a country with these factors? What changes have occurred in China’s political and legal structure to the advantage of foreign companies?
- What demographic factors were important for Starbucks to understand in China? What were the demographics it decided to target?
- What was the initial global-market strategy Starbucks employed to enter China? Discuss the advantages and disadvantages to this early strategy. How has its strategy changed since then and why?