Want China Times - 2014-06-24
Coffee chain Starbucks is expanding in China through its successful
strategy of opening outlets in close proximity to each other and by
moving into local communities, reports the Guangzhou-based 21st Century
Business Review magazine.
In Beijing's bar area of Sanlitun, two Starbucks stores with
completely different styles can be found just 500 meters apart — one on
the ground floor of an office building, where many people talk business,
while fashionable people lounge in the other.
Opening outlets close to each other has long been a strategy adopted
by Starbucks in its the US market. Starbucks CEO Howard Schultz is
planning to replicate that success in China.
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