The challenges faced by a major coffee company include struggles with the current leadership's transformation plan, overcrowding at Starbucks leading to abandoned orders and slow service times. The company plans to update its app, improve service times, and roll out new items, focusing on spicy drinks unlike Howard Schultz's vision of being a coffee-forward brand. Starbucks faces stiff competition in the Chinese market, with Luckin Coffee surpassing its store count, highlighting the importance of the Chinese market. While Schultz emphasizes a focus on US stores, Starbucks is struggling against local competition in China, impacting its global market position.