Strategic Change and Effectiveness of Starbucks Coffee in China

This study suggest a comprehensive investigation on the close down of a Starbucks coffee, a overseas organization, and its infiltration in the Chinese market. By way of an examination, this research is qualitative and quantitative. We collected the data through questionnaire and from several different networks, containing journal, Google search engine, official websites Starbucks China, and appropriate Web sites and online forums in China. AS a result it was found that the Chinese customer still giving preference to the Starbucks coffee even it is very expensive. It was found that Starbucks in Chinese market is measured as the strongest developing and the furthermost influential marketplace in the world in relation to massive population Therefore, a SWOT analysis was utilized to recognize the key organization policies to increase the Starbucks plan in Chinese market.

Sajjad Nazir: sajjadnazir@hotmail.com, sajjadnazir@hhu.edu.cn , Hohai Business School, Hohai University, Nanjing China.

Amina Shafi, aminasajjad@hotmail.co.uk, Hohai University, Nanjing, China

Nadia Nazir, Hohai University, Nanjing, China

Sajjad Nazir, Amna Shafi, Nadia Nazir" Strategic Change and Effectiveness of Starbucks Coffee in China" International Journal of Business, Economics and Management Works , Vol. 1, Issue 2, PP. 17-23, Dec. 2014           

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