Author(s)

Ling Zhang ¹, Bingchan Xue ¹

Affiliation(s)

¹ City University of Macao, Macao, 999078, China

Corresponding Author

Ling Zhang

ABSTRACT

Many multinational brands have emerged in the Chinese market as the global economy has become more integrated and many of China's opening-up policies have been implemented. With so many options available, consumers' frequent and erratic brand switching has deepened our understanding of how crucial it is to keep positive relationships with customers to achieve financial success. This paper focuses on the current state of Starbucks' business and the methods used by the Starbucks location in Zhuhai to increase client loyalty and achieve customer satisfaction.

KEYWORDS

PEST analysis, Porter's five forces mode, Starbucks

CITE THIS PAPER

Ling Zhang, Bingchan Xue, Strategic Analysis of Starbucks. Financial Engineering and Risk Management (2022) Vol. 5: 106-113. DOI: http://dx.doi.org/10.23977/ferm.2022.050714.

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