StarBucks entry into China.pdf

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Starbucks Entry into China


Starbucks Coffee International, a subsidiary of Starbucks pany has
recently celebrated its first step into Southern China opening a new store in the country,
the first one in Shenzhen. The store is owned by Coffee Concepts, a joint venture
between Starbucks and Hong Kong’s Maxim group, who together have already opened
32 Starbucks stores in Hong Kong between 2000 and At the opening Pedro Man,
president of Starbucks Coffee Asia Pacific Ltd., the Asian division of Starbucks Coffee
International said:

"As we celebrate the opening of our first store in Southern China today, we mark
yet another key milestone in the history and tradition of more than 30 years at
Starbucks. The heart of the Starbucks brand lies in two very important cornerstones -
our coffee and our people. Our passion for coffee means applying our coffee expertise
and the highest standards of excellence to every detail of the coffee, from selecting and
roasting the beans, to brewing the perfect cup of coffee." He added, "At the same time,
our people are highly valued partners in creating the unique Starbucks Experience. It is

1 Business Wire. “Starbucks Celebrates First Store Opening In Shenzhen; Starbucks Brings Coffee Passion and
Expertise to Southern China” Business Archives - Visited
November 20, 2002. Release dated October 18, 2002.
Written by Helen Chang, Carina Gauthier, Todd Joerchel, Jorge Nevarez and Amy Wang under the
direction of Jeffrey S. Harrison at the School of Hotel Administration, Cornell University. Copyright c
Jeffrey S. Harrison.

This case study was written for the purposes of classroom discussion. It is not to be duplicated or cited in
any form without the copyright holder’s express permission. For permission to reproduce or cite this
case, contact Jeffrey S. Harrison (******@richmo