Here is the synopsis of our sample research paper on STARBUCKS AND CHINA. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 9-page paper focuses on Starbucks in China, and whether the company should expand. Bibliography lists 10 sources.
Page Count:
9 pages (~225 words per page)
File: AS43_MTstarbchi.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
facing fierce competition and has closed hundreds of outlets worldwide. Starbucks CEO Howard Schultz announced in the 2009 financial report "We are taking aggressive steps to excite customers by providing
relevant value and innovation, even during this challenging time." These steps include further expansion into China. Is that the right choice? Lets first
examine Starbucks, which is the worlds #1 specialty coffee retailer, with more than 16,000 coffee shops in about 40 countries (Bramhall, 2010). The company also owns the Seattles Best Coffee
and Torrefazione Italia coffee brands (Bramhall, 2010). Though Starbucks is a "powerhouse" brand, the company has faced a variety of problems. For
one thing, consumer spending has dropped in response to the recession (Bramhall, 2010). For another thing, Starbucks is facing growing competition in the coffee sector, with Dunkin Donuts (owned by
Dunkin Brands) and McDonalds Corp. offering coffee and gourmet coffee selections (Bramhall, 2010). This has led Starbucks to offering new products to
boost sales (such as breakfast items and hot foods), instant coffe as well as cold drinks (Bramhall, 2010). Starbucks is also expanding the number of drive-through service stores in the
U.S. (Bramhall, 2010). Still, the main "charm" of Starbucks is that it "recreates" the coffee house experience that are similar to those
in Europe (Lynn, 2008). People can linger over a cup of coffee, a good book, and not have to worry about being chased off. Furthermore, Starbucks offered reliability - basically,
a coffee drinker in any part of the world could stop by a Starbucks and get pretty much the same latte or cup of coffee (Lynn, 2008).
...