Starbucks Goes After China

November 24, 2009

Starbucks will see China become the company's next major market after the United States in the near future, the firm's China chairman said on November 24. Starbucks, whose current 2010 forecast calls for 100 net new stores in the United States and around 200 net new international cafes, has nearly 700 cafes in China.

If Starbucks can become the market leader in China's beverage market and perhaps change its premium cost strategy, it may not have to fight as hard in the US market to remain on top. The revenue in China would allow expansion of marketing strategy in the US as well.

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