迪肯论文代写:星巴克零售商

迪肯论文代写:星巴克零售商

星巴克是全球领先的零售商，烘焙者和专业咖啡品牌。它开设了新的商店在中国1999，尽管在传统的饮茶国家的咖啡品牌最初的犹豫和批评，星巴克品牌在中国很受欢迎，从此建立了自己的存在。截至2005日，该公司在内地有185所拥有及经营的商店，并计划保持其在中国业务的增长，以维持其财政积极的轨迹。星巴克为自己设立的目标是建立髋Hangouts，打入中国的新兴的中产阶级的一个标志，一个新的口味，看与被看。

遵循这一思想，星巴克在高知名度的地方开设了零售网点。这些商店的主要促销是口碑，从数百人开始频繁的地点，而不是大众营销和广告活动。成功的概念导致了大多数竞争对手效仿和改进其位置以适应现代消费者的需求。客户在中国已经接受了高品质的咖啡，个性化的手工制作的饮料和星巴克独特的经验在所有的星巴克商店提供。咖啡代表了一种新的西方生活方式的变化，它正变得越来越受欢迎的年轻人在该国。该公司将实现的水平，不能确定在这个阶段。

尽管星巴克在中国的增长有信心，首先必须面对大量的挑战。继1999的开放，大量的星巴克品牌的仿制品出现了。他们试图模仿和复制的星巴克商店的所有功能。这些模仿商店影响了真正的品牌的业务，也导致了美国咖啡连锁店的市场份额的损失。此外，一些国际竞争对手已经开始评估中国市场，并计划扩大他们在该国的存在，导致在一个感知到的竞争水平，将存在。星巴克面临的另一个问题是该组织使用的进入模式的结果，这依赖于合作伙伴和许可作为一种手段，迅速扩大。然而，这意味着，现在正在产生的收入是不够的，以确保一个有利可图的业务。

星巴克进入中国，它所面临的最大的挑战之一，对任何消费者的零售商；使当地消费者习惯饮用咖啡和欣赏。这项任务在中国市场更为困难，因为当地人是一个传统的饮茶国家，有近5000岁的饮茶历史。

星巴克在中国推出了专业咖啡的潮流引领者和市场领导者，让它享受流行，通常将引发实体。在严峻的市场，有许多茶馆迎合当地消费者的口味和需求，星巴克采取了积极的立场后，进入一个又一个的地区搬到中国去1号优先级和宣布它在美国的第二大市场。

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Starbucks is the world’s leading retailer, roaster and brand of specialty coffee. It opened its new store in China in 1999 and despite initial hesitation and criticism of a coffee brand in a traditionally tea drinking nation, the Starbucks brand was very well received in China and has ever since established their presence there. As of 2005, the company has 185 owned & operated stores in the mainland, with plans to maintain the growth of its operations in China and in order to maintain a positive trajectory for its finances. The goal that Starbucks has set for itself is to build hip hangouts that tap into a new taste for China’s emerging middle class with a logo, to see and be seen.

Following this ideology, Starbucks opened retail outlets at high visibility locations. The primary promotion for these stores was word-of-mouth, from the several hundreds who had begun to frequent the locations, instead of mass marketing and advertising campaigns. The success of the concept resulted in most competitors following suit and revamping their locations to fit the needs of the modern consumer. Customers in China have embraced the high-quality coffee, personalized handcrafted beverages and the unique Starbucks Experience offered in all of the Starbucks stores. Coffee represents a change in a new western lifestyle and it’s becoming more popular for the young people in the country. The level of success that the company will achieve cannot be determined at this stage.

Even though Starbucks was confident about its growth in China, it initially had to face up to a large number of challenges. Following its opening in 1999, a large number of imitations of the Starbucks brand popped up. They tried to imitate and replicate all the features of the Starbucks stores. These imitating stores affected the business of the real brand and also resulted in a loss of market share for the American coffee chain. Additionally, a number of international competitors had begun to assess the Chinese market and were planning to expand their presence in the country, resulting in a perceived increase to the level of competition that would be present. Another problem faced by Starbucks was the outcome of the entry mode used by the organization, which had relied on partnerships and licensing as a means to expand quickly. However, this meant that the revenues that were now being generated were not enough to ensure a profitable business.

For Starbucks to enter China, it had to face one of the biggest challenges on any consumer-based retailer; to make the local consumers accustomed to drinking and appreciating coffee. This task was more difficult in the Chinese market because the local people are a traditionally tea-drinking nation, with an almost 5000 year old tea drinking history.

The introduction of specialty coffee in China by Starbucks made it the trend-setter and market leader, allowing it to enjoy the popularity that normally associates with initiating entities. In a tough market that had numerous tea houses to cater to the tastes and needs of the local consumers, Starbucks took an aggressive stance by entering one region after another and had moved China up to the No. 1 priority and proclaimed it to be the second largest future market after the US.