Starbucks is trying to enter to the Chinese market by approaching consumers with new marketing strategies. One of the company’s goals is to create a rapid expansion in the country. Furthermore, they want to appeal consumers by following their culture. In order to succeed the company has created several marketing strategies.

Firstly, they have realized that Chinese people enjoy space and couches to sit down. As of right now they are re-decorating some of their stores making them bigger and also hiring local graffiti painters to give the stores a better look.

Secondly, they’ve understood that China is not a coffee-drinking nation; therefore the company is trying to increase their popularity by offering new drinks with Chinese-inspired flavours and also introducing more Chinese type food.

Lastly, the company has created new techniques to keep their employees. They’ve come to comprehend that the culture in China is totally different; Chinese parents want their children’s to be working on a company that can help them for a better future. Starbucks has created a family forum, where parents are invited to go and listen to managers who have worked their way up in their career life.

On the other hand, Starbucks is facing a lot of competition, which is a threat for success. They are competing with local companies and also with stores such us Costa Coffee and Paris Baguette. Moreover, Starbucks is identified by a western image; one of the risks they might face is loosing their brand identity by trying to go by local cultures.

http://online.wsj.com/article/SB10001424127887324784404578142931427720970.html