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Essay / Research Paper Abstract
This 3-page paper focuses on Starbucks' expansion (with emphasis on China) as well as some problems it has faced in expanding. Bibliography lists 2 sources
Page Count:
3 pages (~225 words per page)
File: D0_MTstarchin.rtf
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Unformatted sample text from the term paper:
on every corner it can find. This is especially the case when it comes to expansion in Asia. In China, in particular,
Starbucks currently has about 530 stores open and operating in Greater China, which includes Taiwan, Hong Kong and Macao (Roberts, 2007). Furthermore, approximately half of those outlets are actually on
the Mainland, with more to come (Roberts, 2007). The company believes that China will become its second-largest market outside of the United States, passing even the United Kingdom and Japan
in terms of size and importance (Roberts, 2007). However, Starbucks ran into some fire during 2007 when a firestorm of opposition shuttered
a store in Beijings Forbidden City. The campaign to shut down the coffee chains store in one of Chinas most historic sites began in early 2007, when Rui Chenggang, a
popular newscaster, wrote on his blog that Starbucks was "a symbol of Americas low-class food culture" (Roberts, 2007, 14). The claim was that while Starbucks was fine to have around
the City, having one inside the City itself was not appropriate (Roberts, 2007). Though Starbucks had the option to continue its coffee
business in the same location, but under a different name, the company decided to move on (Roberts, 2007). This was not the
only example of some cultural issues that Starbucks has faced during its race toward international expansion. In December 2002, Howard Schultz, Starbucks founder flew to Israel to meet with then-foreign
secretary Shimon Peres and other officials to discuss the Middle East situation of the time (Holmes et al, 2002). Adding insult to injury, Schultz came back to the United States
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