Analysis of Starbuck's Future Development
DOI:
https://doi.org/10.54097/hbem.v13i.8639Keywords:
Starbucks, SWOT, China, COVID-19.Abstract
China's coffee market continues to expand. China has become the largest overseas market for Starbucks in the world, and Starbucks China has entered a new stage of development. The company recently released the strategic vision of Starbucks China 2025, which boosted the company's development potential. Starbucks will continue to increase its investment in the Chinese market. It plans to open new stores in 300 cities in China by 2025, including 2500 green stores, to practice the concept of sustainable development of the brand. In addition, multi-channel strategies including takeout and e-commerce will also be accelerated. This paper studies the development of Starbucks by analyzing the company’s background through SWOT and looks at the future development of Starbucks through the analysis of pandemic influences.
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