Global Brand, Local Taste: Analyzing Starbucks' Glocalization Strategy
VerifiedAdded on 2023/04/11
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Report
AI Summary
This report provides an analysis of Starbucks' glocalization strategy, specifically focusing on its successful expansion in China. The study examines how Starbucks has adapted its products, such as introducing coffee-free beverages and traditional delicacies like Zongzi, to cater to local tastes and preferences. It also highlights the brand's efforts to align its store infrastructure with local customs and traditions, such as providing more seating space to accommodate larger groups. The report further explores the company's effective collaborations with local partners, including its partnership with Alibaba for online sales and Alipay mobile payments. The analysis underscores how Starbucks maintains its premium brand positioning while incorporating local elements to compete effectively in the Chinese market. The report emphasizes the importance of local technological partnerships, superior supply chains, and offering items tailored to local tastes. The establishment of the “Partner Family Forum,” “Starbucks China Parent Care Program” and the adaptation to the Chinese culture are also discussed. Overall, the report concludes that Starbucks' success in China is a result of its well-executed glocalization strategy, which balances global brand consistency with local adaptation.
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