Problems and Countermeasures of Starbucks’ Development in China

Jiani Xu ()
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Jiani Xu: Shanghai University of International Business and Economics, School of Accounting

A chapter in Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025), 2025, pp 916-921 from Springer

Abstract: Abstract With the development of Chinese economy, people have more disposable income and tend to pursue higher material goals. As the beverage with unique flavor and social function, coffee has gradually become a significant part of modern life, thus leading to more consumption of coffee in China. With the rise of domestic brand, the competition of freshly ground coffee industry has been intensified. Based on this situation, the paper is intended to analyze three present problems in the development of China business for Starbucks that has been entered in China for 26 years. These challenges are the loss of market share, slow expansion into sinking markets and increasing operating expenses. Meanwhile, focusing on these three key points, there are three effective measures put forward including maintaining market share, accelerating the speed of expansion in sinking markets and reducing unnecessary operating expenses. Therefore, this paper can serve as a reference for companies similarly with global business, thus helping them better enter new markets.

Keywords: Starbucks; China; Problems; Countermeasures (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-874-5_106

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DOI: 10.2991/978-94-6463-874-5_106

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