CASE STUDY: STARBUCKS
ADVERTISING COFFEE INSIDE THE LAND OF TEA (p. 127-128)
Many of the same environmental factors, just like cultural factors, that run in the home market as well exist internationally. Discuss the real key cultural factors Starbucks were required to consider mainly because it expanded in to China. The key cultural elements Starbucks had to consider is that Chinese's tradition of tea drinking. They decided to marketplace coffee plus the brand Starbucks as China's " new sophisticationвЂќ. As a general communist country, Chinese children do not just like collective desired goals and prefer the Westerner's morals on individuality and lifestyle. It is interesting how Starbucks noticed that having coffee was not the number one reason why the Chinese go to Starbucks, rather it had been more in order to meet up and talk with friends and family. Because there is a massive population in China, Starbucks had to consider making the cafes larger to allow more spacious hangout places and making Starbucks as the " third spaceвЂќ along with accommodate all those 90% who prefer to eat and drink coffee in the store. Not only that, it was important to give you a Chinese style menu in Starbucks including the duck casse-cro?te, moon pies, and green tea cheesecake pointed out in the content.
Discuss the real key political and legal factors Starbucks had to consider in the Chinese marketplace. What are the hazards of going into a country with these factors? What changes have occurred in China's personal and legal structure for the advantage of international companies? As China is a communist nation as stated inside the article, businesses could be easily affected by difference in the dictatorship. Furthermore, there always are risks the moment establishing business in a international market because the cultural ideals and values are different. The moment first going into this international market, Starbucks found community partners who also understood the legal and business factors for companies in China and tiawan. They create local undertakings with partners and allowed local designers...