Starbucks In China Case Study

Founded in Seattle, Washington in 1971, the Starbucks Corporation has become the leading specialty coffee brand in the world with operations worldwide and over 23,768 locations. It does not matter what part of the world you are in, the green Starbucks logo is recognizable in any modern country. Starbucks has open their coffee scented shops in United States, Canada, Japan, South Korea, United Kingdom, ans recently China with great success. Recently, there has been talks to open a stand alone store in the Nordic region, in Norway 's biggest city and capital, Oslo. Although the company currently has eight stores in Norway, their stores are "hidden" inside train stations and airports. Hoping to turn Starbucks into a household name in Norway,

After all thousands of years of traditional tea drinking cannot easily be broken, for example, instead of offering flavored frappacinos and caramel macchiatos like we have here in the united states, Starbucks developed a range of Chinese tea’s flavors, such as green tea-flavored coffee drinks, that appeal to local tastes and began selling traditional desserts like Mooncakes. Another reason why Starbucks in China has become so successful is the cultural difference between American and Chinese consumers. The American consumers is always on the go and have the need to get their food and beverages as quickly as they can, Starbucks now lets consumers order their coffee with a mobile app and have ready to pick up in the store without waiting in the line. And the clients who do decide to have their coffee in the store are in a corner working on their laptops as a "Do Not Disturb Sign" going on with their business without interruption. In China however, Starbucks has a become a ideal social setting to meet up with friends and family. With chic modern interior, comfortable seating, and upbeat music, their locations appeal to the younger

They also offer a wide selection of merchandise such as gift sets and water bottles with brighter tones and Chinese style graphics emphasized for clients to buy. With Chinese middle class purchasing high-end goods and Western technologies like laptops and smartphones, Starbucks has also decided to interact with its customers using social media such as “Weibo” and “Alibaba”. Considering all the factors that went into assuring the success of Starbucks in China, would Norway have the same luck. The Nordic region is considered one of the ten largest economies in the world, Norway being one of the most populated countries in Europe. The country’s biggest exports include oil, fish (salmon), machines, and iron/steel which is quickly becoming the fastest growing export. With a large middle class and unemployment rates and low interest rates , every person is a consumer. The country’s family and social culture is very similar to the of the United States, also coffee has a huge part of the Norwegian culture, so not a lot of changes could be made to fit the Norwegian consumer. One difference is that Unlike Americans who prefer more of a dark roast, Norwegian prefer a light roast prepared in the kokekaffe method, a traditional method of drinking coffee where you boil hot water and steep the coffee for four