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how will starbucks expand into china

How will Starbucks expand into China

As we celebrate the opening of our first store in

Southern China today , we mark yet another key milestone

in the history and tradition of more than 30 years at Starbucks

Pedro Man , president of Starbucks Coffee Asia Pacific Ltd

Making a stable business in North America , Starbucks never gives up its plans to expand abroad . Starbucks made its first step in China in 1999 and since then aims to win the minds of the inhabitants . Starbucks Corp plans a big move forward into China . The

company has a brave goal to expand its stores in Asia to nearly 6 ,000 from around 600 of today , with a great number of those opening in the greater China region . China is known more for its tea-loyalty , but anyway there are 119 Starbucks in China already , and most of them are in the richer cities of Beijing and Shanghai . Starbucks is on its way to build brand and awareness of Chinese consumers and is sure in its expansion of the country

Starbucks is no more just the name of the first mate in Moby Dick who loved coffee , but today one of the best world coffee companies is hiding behind this name . In 1971 , Starbucks Coffee Company appeared in the world opening its first store in Seattle . The owners ' idea was to introduce dark roasted coffee , the three of them had a passion for which was already popular in Europe by that time , but still not wished in the United States . This first store offered a selection of almost 30 different kinds of whole-bean coffee . And today Starbucks is still loyal to offering exclusively the premium coffee . The marketing idea of Starbucks was based on the Italian way of making coffee-business : the more stores and bars the better it is for the company to win its customers . And soon Starbucks turned to be a place to gather people Each year the company continued to open 10 - 15 new stores and by the year 1992 the number of stores reached 165 only in the world

Their strategy relies upon saturation of the market and forming customer faithfulness , while the inner politics includes timely investments which means investing in facilities before one really needs them , as well as employing professional , confident and experiences managers . The company promotes family values and full output its employees take part in defining the company 's politics having a chance to be a partner and are treated the best they could be . The quality of coffee offered by Starbucks always spoke for itself , but finally it came time when the whole world had to know the story of the company , about its values goals and even financial results , publishing its annual reports

The following six guiding principles are defined by the company 's owners who follow them in every-day business and decision-making

- provide a great work environment and treat each other with respect and dignity

- embrace diversity as an essential component...

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