Starbucks Expanding into China

As you know, Starbucks is the largest coffeehouse company in the world. People don't only go there for the great tasting coffee, but they also come there for the experience. Starbucks does off a great experience for many of its customers and is now hoping to bring the company over to China. I was reading an article the other day on how Starbucks plans to do this. I thought it was strange that Starbucks would think China would be a great place to market their products and services. Chinese people enjoy drinking tea rather than coffee. They grew up on tea, and for generations now, they have stuck to that tradition. It would be difficult to alter their taste and change their preference within months. China does not care about Starbuck's signature product. Their culture has been to drink tea for centuries, so Starbucks definitely has its work cut out for. 

The first step Starbucks has taken was to give out samples to the Chinese customers. This is a very important step for Starbucks because they have to let the product become more well known and make the coffee look like a luxury. The problem Starbucks is facing is whether they should change Starbucks to appeal more towards the China culture, or should they try to change the taste of Chinese consumers. I honestly thought that Starbucks should try to appeal more towards the China culture because it would be more of a gradual change that would get the Chinese people's attention. Starbucks decided to take the other route and want to change the taste of Chinese consumers all together. This is a big risk, seeing as how China's 1.3 billion people do not care for coffee, according to the article I read. 

Companies in the U.S. such as KFC and General Motors have adapted their businesses toward the Chinese culture. This is why these companies have become successful in the past. Now, Starbucks has to compete with Chinese teahouses. Many managers of teahouses do not feel threatened by Starbucks because they believe that the people will never be interested in converting to coffee. It is in the Chinese culture that Chinese people do not like sweet tasting foods and drinks. Coffee contains a high amount of sugar content. Starbucks hoped that the experience of drinking coffee and sitting outside would be enough to convince Chinese consumers to join the bandwagon. The Starbucks in China has not had high sales or profit. They have been struggling to convert the consumers' taste. Not to say that EVERYONE does not like the taste of coffee. Starbucks have gained long term customers that enjoy the taste of coffee and even consider it "addicting." Starbucks hopes that these consumers will spread the world and increase loyalty throughout the country.  

My personal opinion is that Starbucks should try to accommodate China's culture into the company. With taking everything in the U.S. and bringing it overseas, sooner or later, all countries will be just like the Western World. There will be less diversity and a less distinct culture difference.