Corporate Strategy Analysis——Taking Starbucks (China) as an Example
Abstract
Starbucks can be said to be the first leader to enter China's coffee industry, early in transmitting the coffee culture. What is Starbucks' strategy? This paper will analyze its macro environment through PEST analysis, use SWOT analysis to evaluate its internal environment, study the corporate strategy of Starbucks enterprise itself and its advantages, disadvantages, external opportunities and threats, in order to provide certain suggestions for the growth of China's domestic coffee industry.
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DOI: http://dx.doi.org/10.18686/fm.v8i4.9510
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