The Journal. cover image

Can Chinese Customers Rescue Starbucks?

The Journal.

CHAPTER

Challenges and Strategies in Starbucks' Market Expansion

This chapter examines the decline in same-store sales for Starbucks, attributing it to factors like weather and operational challenges. It also highlights the company's expansion strategy in China, emphasizing how Starbucks has leveraged its brand as a luxury experience to attract new consumers.

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