For the last 5,000 years the tea has been the beverage that has penetrated more in the Asian culture; being considered a traditional drink of this region. Not was until ends of 1900's when the East Asia increased the appraisal of other drinks, including the coffee; being the urban centers and the elite cities the first that received coffeehouses. Is at this moment when begins the battle between the tea (represented by “oriental” companies) and the coffee (“represented by the American company Starbucks”).
Starbuck’s birth, as a local business, began in Seattle in 1971. Then was when Howard Schultz introduced Starbuck as a comfortable and sociable spot away from a work and home; with a strong commitment of serve customers. After be crowning as the leading coffeehouse in America they decide to move their company towards the international market; expanding out of the edges of “the home market”. Certainly this demonstrates that between the goals of Starbucks they want to create a strong presence on a market (in this case U.S.) before moving towards other places (China). Is for this reason that after they “plants flag in America”; targeted Asia first to try to establish a first-comer advantage and build upon the growing desire for Western brands. Debuted overseas in 1996 opening in Tokyo, Japan, then the company started looking at China in 1999, and reached the 1,000th Asia Pacific store in Beijing on 2003; opening stores each day and aspires to open 6,000 stores in Asia with a significant portion in China.
When Starbucks entered China, “the coffee company was prohibited from wholly owning its stores. Though there were many initial obstacles which coffee (Starbuck) had to compete, it successfully launched itself into the Chinese markets” (Jen-Lin Hw ...