• ISSN: 2301-3567 (Print)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly (2013-2014); Monthly (2015-2017); Quarterly (Since 2018)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Mia Hu
    • Abstracting/ Indexing:  CNKIElectronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, and Crossref.
    • E-mail: joebm@ejournal.net
JOEBM 2021 Vol.9(1): 22-26 ISSN: 2301-3567
DOI: 10.18178/joebm.2021.9.1.649

The Competitive Advantages of Starbucks in the Chinese Market and the Success in Recovering from the Coronavirus Outbreak

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.

Index Terms—Covid-19, China, market strategy, starbucks.

Hatton Tong is with Mercersburg Academy, Pennsylvania, USA (e-mail: hatton1012@gmail.com).

[PDF]

Cite:Hatton Tong, "The Competitive Advantages of Starbucks in the Chinese Market and the Success in Recovering from the Coronavirus Outbreak," Journal of Economics, Business and Management vol. 9, no. 1, pp. 22-26, 2021.

Copyright © 2021 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

Copyright © 2008-2021. Journal of Economics, Business and Management. All rights reserved.
E-mail: joebm@ejournal.net