The Strategy of Starbucks and it's Effectiveness on its Operations in China, a SWOT Analysis.


  • Puput Ichwatus Sholihah Hohai University
  • Mohammad Ali
  • Kawsar Ahmed
  • Sri Palupi Prabandari


SWOT, Starbucks, China, Factor Estimate Matrix, Analysis


This study offers an in-depth analysis on the closedown of a Starbucks café, a foreign firm, and its penetration in the China. As an analysis, this study is qualitative in society. We collected all available materials from various channels, including science direct journal, Google search engine, official websites of Starbucks and Starbucks China, and relevant Websites and online forums in China that reported and discussed the case.  We also collect primary data from some Starbucks café in China. There were 6 factors pertaining opportunity increasing product ranges (brand extension) include the Chinese market is measured as the fastest growing and the most powerful market in the world in terms of huge population and the overall rising economic growth and expansion of retail operations and new distribution channels. Thus, a SWOT analysis was used to identify the required management strategies to improve the Starbucks strategy in China.


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How to Cite

Sholihah, P. I., Ali, M., Ahmed, K., & Prabandari, S. P. (2016). The Strategy of Starbucks and it’s Effectiveness on its Operations in China, a SWOT Analysis. Asian Journal of Business and Management, 4(5). Retrieved from