International Expansion of Starbucks under the Background of Global Tourism DevelopmentInternational Expansion of Starbucks under the Background of Global Tourism Development

Zhen-Jia ZHANG


In 1995, with the rapid development of tourism industry, Starbucks began to adjust its business strategy to exploring foreign opportunities. To fulfil this objective, it used many strategies, such as two main business strategies: license and joint venture; HR strategy: maintaining quality workforce; operations strategy: multiple channels of distribution and design strategy. During the process of its international expansion, it met several troubles such as stiff competition from well-established existing players; market saturation and culture challenge, and also took corresponding measures to overcome those difficulties. To pursuit success in the foreign markets, it is very important to export exactly the unique nature of shopping at Starbucks, like its unique corporate culture, coffee services, exclusive taste, etc. Then challenges Starbucks may meet for its further expansion into a specific country—China is proposed.
Key words: International expansion, Starbucks, Tourism development
Résumé: En 1995, avec le développement rapide de l’industrie touristique, Starbucks se mettait à ajuster sa stratégie commerciale pour explorer ses opportunités étrangères. Pour accomplir cet objectif, il utilisait des stratégies tels que les deux principales opportunités commerciales : la licence et le joint-venture, HR stratégie : maintenir la productivité qualitative ; stratégies d’opérations : multiples voies de distribution et la stratégie de design. Pendant le processus de son expansion internationale, il a produit plusieurs troubles comme la compétition vivez par les existants établis ; la saturation du marché et le défi des cultures. Aussi il a pris des mesures correspondantes pour surmonter ces difficultés. Pour poursuivre le processus dans le marché international, il est très important d’exporter exactement la nature unique de shopping dans Starbucks, comme son unique culture corporative, des cafés services, le goût exclusive etc. Après les défis. Starbucks pourrait connaître une expansion d’avantage dans un pays spécifique – La Chine est proposée.
Mots-clés: expansion internationale, Starbucks, développement touristique

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