Essay How Starbucks Enter Into the Hong Kong Market

5988 Words Apr 13th, 2012 24 Pages
International Marketing Written Report

1

Starbucks – A Coffee Kingdom How it comes to enter into the Hong Kong market?

Content
Introduction ......................................................................................................................................... 1 An introduction of Starbucks .............................................................................................................. 2 History.......................................................................................................................................... 2 Products and services .................................................................................................................. 2 Expansion abroad
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In 1981, Howard Schultz, the then Vice President and General Manager of US Operations for Hammarplast discovered the existence of Starbucks, and was impressed by the business philosophy of serving quality coffee. He wanted to introduce Starbucks to people all over America. Knowing the different expansion philosophy of the founders, he purchased Starbucks in 1987 which then turned out to be the current Starbucks coffee kingdom. A timeline of Starbucks’ development is set out Appendix 1. Products and services Apart from selling different kinds of specialty coffee, Starbucks offers a selection of premium Tazo teas, pastries, salads, bakery and sandwiches etc. Some specialty products will be available during special seasons such as ginger coffee during Christmas. In order to build up its brand image, promotion such as free coffee day is offered occasionally. Despite

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