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By now, most Americans must have heard or be familiar with a chain of coffeehouses, named Starbucks. Established in 1971 as a local coffee bean roaster and retailer, Starbucks has expanded rapidly. By successfully adopting Italian coffee culture into a variety of beverages such as brewed coffee, espresso, teas, Frappuccinos and related products such as music CDs, pastries or ice creams, the Seattle-based company has reported USD 7.9 billion in revenue with 22 percent annual growth (Starbucks, 2006) . Operating 13,168 stores in 41 countries, Starbucks has, inarguably, become one of the largest and most recognizable coffeehouses all over the world (Harrison & Enz, 2005). Meanwhile, the company still targets for operating 30,000 stores worldwide in long-term growth (ibid.). Among numbers of destinations, China is Starbucks’ next target. Opening its first store in 1999, Starbucks is running 540 stores in China, including Taiwan, Hong Kong and Macau (ibid). Although China currently......
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Title: The Effect Of The Current External Environment On The Marketing Management Of A Company Or An Organization Within The Hospitality Or Tourism Or Leisure Industry
Approximate Word Count: 3071
Approximate Pages: 13 (250 words per double-spaced page)
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