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- Title
The Competitive Advantages of Starbucks in the Chinese Market and the Success in Recovering from the Coronavirus Outbreak.
- Authors
Hatton Tong
- Abstract
In 1999 Starbucks brought the beloved western beverage of coffee to China, a predominately tea-drinking country. Through years of development and expansion, Starbucks now dominates the coffee industry in China. In this paper, we will analyze the different market strategies Starbucks implemented and the competitive advantages gained as a result. We will also analyze how Starbucks responded to the Covid-19 outbreak in China and how their advantages were able to generate a smooth recovery.
- Subjects
COVID-19 pandemic; STARBUCKS Corp.; ECONOMIC recovery
- Publication
ECON - Journal of Economics, Management & Business, 2021, Vol 9, Issue 1, p22
- ISSN
1803-3865
- Publication type
Article
- DOI
10.18178/joebm.2021.9.1.649