The paper 'Why Has Starbucks Succeeded in Entering the Chinese Market" is a good example of a marketing case study. This research takes a detailed look at the Starbucks Corporation in China. The specific reason for the selection of the Starbucks Corporation for this study is the fact that the company has been able to successfully enter the Chinese market despite the spiral effect of the recession in Europe and the United States which took a toll on emerging economies. In addition, Starbucks ' activity represents some aspects of New Trade Theory including, trade liberalization and globalized markets. Starbucks Corporation used its knowledge about foreign markets and also partnered with local firms in order to achieve success in China.
Therefore, Starbucks Corporation represents an example of the Stages Models of Internationalization. This research relied heavily on a review of existing literature on how companies enter a foreign market and maintain a competitive advantage through effective strategies. The sources for the data gathered have been categorized into three distinct groups based on the nature of the source. LIBRARY CATALOGUES Haig, M. 2011, Brand success: how the world's top 100 brands thrive and survive, London, Kogan Page. Haig (2011), in his studies, argues that in today’ s business world, building brand equity and enhancing customer loyalty have been deemed as the most sustainable means towards long-term profitability and competitiveness.
According to Haig, Starbucks Corporation has entered into a joint venture with three domestic companies. The aim of these partnerships is to facilitate the marketing of branded products. The licensing of branded products has helped Starbucks to increase its specialty revenues. Butler, M. 2011, the art of being chosen: secrets of success from the giants of retails, Massachusetts, Global Management Enterprises, LLC. Butler, in his studies, argued that successful business organizations in today’ s world have embarked on such concepts as researching consumer preferences and behavior, dividing consumers into distinct segments and improvement of products in search of competitive advantage.
These companies ensure that they surpass their expectations with the quality of their products.
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