Starbucks Culture
Contents
Summary 1 1. Introduction 2 1.1 History of Starbucks Coffee Company 2 1.2 Development of Starbucks in China 2 2. Positive Effects of Starbucks Culture in China 3 2.1 Starbucks Corporation Culture 4 2.1.1 Influence of Corporation Culture on Leadership 4 2.1.2 Influence of Corporation Culture on Staff Motivation 7 2.2 Starbucks Brand Culture 11 2.2.1 Effects of Brand culture on Brand Positioning 13 2.2.2 Effects of Brand Culture on Product Strategies 14 2.2.3 Effects of Brand Culture on Promotion Strategies 15 2.3 Starbucks Coffee Culture 16 2.3.1 Impacts on Coffee Process Standardization 16 2.3.2 Impacts on Chinese Customers 18 3. Criteria to Assess the Success of Starbucks Culture 20 3.1 Low Staff Turnover Rate 20 3.2 High Customer Popularity 21 3.3 Starbucks Company Recognitions 22 3.4 Financial Achievements 22 4. Conclusions 24 5. Recommendations for Starbucks Future 28 6. Reference 30 Appendix 1 33 Appendix 2 34 Appendix 3 36 Appendix 4 37
Summary
Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality Arabica coffee in the world since 1971. Today, with stores around the globe, Starbucks has already developed for 12 years in China. Currently, Starbucks sells coffee through around more than 500 outlets in Chinese big cities. In the process of expending, Starbucks culture must be a critical issue of Starbucks to be a successful coffee brand in China. Positive effects of Starbucks Culture could be proved by their achievement of rapid expanding and high profits in Chinese market.
Starbucks Culture could be classified as corporation culture, brand culture and coffee culture to influence both internal and external development of Starbucks. These effective and positive effects could be reflected on many aspects in the process of Starbucks operation.
Firstly, influence of corporation culture on leadership and staff motivation
Summary 1 1. Introduction 2 1.1 History of Starbucks Coffee Company 2 1.2 Development of Starbucks in China 2 2. Positive Effects of Starbucks Culture in China 3 2.1 Starbucks Corporation Culture 4 2.1.1 Influence of Corporation Culture on Leadership 4 2.1.2 Influence of Corporation Culture on Staff Motivation 7 2.2 Starbucks Brand Culture 11 2.2.1 Effects of Brand culture on Brand Positioning 13 2.2.2 Effects of Brand Culture on Product Strategies 14 2.2.3 Effects of Brand Culture on Promotion Strategies 15 2.3 Starbucks Coffee Culture 16 2.3.1 Impacts on Coffee Process Standardization 16 2.3.2 Impacts on Chinese Customers 18 3. Criteria to Assess the Success of Starbucks Culture 20 3.1 Low Staff Turnover Rate 20 3.2 High Customer Popularity 21 3.3 Starbucks Company Recognitions 22 3.4 Financial Achievements 22 4. Conclusions 24 5. Recommendations for Starbucks Future 28 6. Reference 30 Appendix 1 33 Appendix 2 34 Appendix 3 36 Appendix 4 37
Summary
Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality Arabica coffee in the world since 1971. Today, with stores around the globe, Starbucks has already developed for 12 years in China. Currently, Starbucks sells coffee through around more than 500 outlets in Chinese big cities. In the process of expending, Starbucks culture must be a critical issue of Starbucks to be a successful coffee brand in China. Positive effects of Starbucks Culture could be proved by their achievement of rapid expanding and high profits in Chinese market.
Starbucks Culture could be classified as corporation culture, brand culture and coffee culture to influence both internal and external development of Starbucks. These effective and positive effects could be reflected on many aspects in the process of Starbucks operation.
Firstly, influence of corporation culture on leadership and staff motivation