This website uses cookies to ensure you have the best experience. Learn more

Starbucks In Tiawan Essay

3042 words - 13 pages

Fall 2009

Starbucks in Tiawan


History of Starbucks
The first Starbucks was opened in Seattle in 1970s by three partners: Jerry Baldwin, Zev Siegel and Gordon Bowker. The name of Starbucks came from Herman Melville’s Moby Dick, a classic American novel about the 19th century whaling industry. The seafaring name seems appropriate for a store that imports the world’s finest coffees to the cold, thirsty people of Seattle. (Starbucks Coffee Company, 2009)
Entrepreneur Howard Schultz joined the company in 1982. While taking a business trip in Italy, he visited Milan’s famous espresso bars. He was so impressed with their culture and popularity, he thought he ...view middle of the document...

(President Starbucks Coffee Corporation, 2009.)
Starbucks Coffee International Inc. is the Starbucks Coffee Company’s licensing firm. Howard Schultz, the CEO in the Starbucks Coffee Company, focused on cultural characteristics and the persistence of quality to run the business. He also emphasized on respecting consumers and employees, and insisted on purchasing the world’s best baked beans, providing the best coffee products and comfortable places for customers. Starbucks Coffee which Howard Schultz ran has become the world’s leading premium coffee brand. (President Starbucks Coffee Corporation, 2009.)
Taiwan’s Uni-President Enterprise was founded in Yongkang in Taiwan in 1967. C. Y. Kao, the president in Uni-President Enterprise leads the company from traditional food towards full production and sales to satisfy all the needs of consumers. Uni-President Enterprise is also one of the largest conglomerates in Taiwan. The company owns include food, beverages, finance, logistics and distribution. (President Starbucks Coffee Corporation, 2009.)
The President Starbucks Coffee Corporation purchases the high-quality baked beans around the world and selects local excellent people to train them, offers the high-quality coffee and service for consumers in Taiwan. In 2002, the President Starbucks Coffee Corporation has already had 100 stores in Taiwan. The store has spread from Taipei, Taichung, Tainan, and Kaohsiung etc. (President Starbucks Coffee Corporation, 2009.)
Challenges which Starbucks meets in Taiwan
Starbucks has very succeeded in Taiwan. So far, there are more than 200 Starbucks coffee stores in Taiwan. But last couple of years, Starbucks seems to meet some big challenges in Taiwan.
The first challenge is that McDonald’s has begun to sell ground coffee in recent years. The quality of coffee has been improved vey well. Moreover, the coffee price is cheaper than Starbucks coffee. Besides, lots of McDonald’s stores decorate some areas to become café style. Consumers who drink coffee in McDonald’s store would be very enjoyable.
The second challenge is that Seven-Eleven convenience stores have also sold ground coffee in Taiwan. The quality of coffee is not bad, and the price is cheapest. For example, if I order a cup of medium latte, I need to pay $4 in Starbucks, $3 in McDonald’s, but just $1.20 in Seven-Eleven convenience stores. Therefore, the Seven-Eleven coffee is cheapest. Furthermore, there are more than 4,000 Seven-Eleven convenience stores in Taiwan. All of stores can sell ground coffee, so the amount of coffee they sell must more than Starbucks coffee. It is really a big challenge to Starbucks.
The third challenge is that Starbucks meet a big competitor - 85°C, which is also a chain of coffee stores in Taiwan. They offer coffee, cake and dessert which are cheaper than Starbucks coffee and dessert. Because of the low price, they attract lots of customers to go to their stores.
The final challenge is the economic...

Other Papers Like Starbucks In Tiawan

A Heart Of Darkness Essay

1748 words - 7 pages In this short story, there are frequent significant subject and ideas that make the story, "A Heart of Darkness," by Joseph Conrad, and haunting novel. The main theme is absolute white power over the natives. The theme validates the corruption, and the dependence caused by the white people as they took over the Congo. White men were giving all the power; they had no self-control, and in the end they did not use wisely. The white men became

The Aspects Of Vulnerability Among The Exploited In Medical Research

2287 words - 10 pages Essentially, everyone is in some state of vulnerability. However, some of us are more susceptible to harm due to our vulnerabilities. The susceptible are the individuals with the greatest risk. These individuals risk the loss of their autonomy, and maybe even their lives. Vulnerable populations can be found in every subset of society. However, as previously mentioned, there are some vulnerable populations that are at an even greater risk than

The Hitchhiker’S Guide To The Galaxy

1171 words - 5 pages The Hitchhiker’s Guide to the Galaxy As the human race makes life-changing discoveries, it is made apparent that there is always more to learn as the universe, instead of becoming familiar, is becoming absurd. The Hitchhiker’s Guide to the Galaxy, written by Douglas Adams, as well as the 2005 film adaption, portrays absurdity to be an all-encompassing system in the universe. Through the introduction and attempt to understand lack of reason

The Ford Motor Company Wage Increase Of 1914 And The Theory Of Incentives And Efficiency Wages

1252 words - 6 pages ‘It’s not the employer who pays the wages. Employers only handle the money. It is the customer who pays the wages’ (Henry Ford, cited in Johnson and Weinstein 2004, p. 2). When the Ford Motor Company announced that it would more than double the wages of its workers in January 1914 to a ‘five-dollar day’ minimum, was this a contradiction to Henry Ford’s statement? If customers are actually the ultimate payers of wages, then more than

Historical Analysis Of The Economical Breakthroughs Of The Industrial Revolution

1396 words - 6 pages to entrepreneurs instead of nobles and royalty, and the people who worked in their businesses expected payment instead of food, protection, and shelter. All of these changes required for the people involved in industrialization to rethink how to structure their economy. The two arguably most influential philosophers to research this topic were Adam Smith and Karl Marx and their definitions of economy: capitalism and socialism. Their ideas helped

Leadership Portrayed in Monologue from Shakespeare’s Henry V

1214 words - 5 pages Leadership is defined as a socially constructed process and which also affect organizational future outcomes. Leader is someone at high position who have overall duty for an organization, she or he decide what to do and the way how to achieve it. (Carter and Greer, 2013)The role of leader is extremely important for an organization, leader use their own power to influence the followers though many different ways such as motivation in order to

Cuba Civil Rights

1906 words - 8 pages low risk political prisoners according to (“Cuba Culture…”). Cuba has changed over the years, now people can travel within the country without a passport. Although the economy has fallen due to the decline of communism and the massive loss in tobacco crop which was caused by a disease that wiped out the crop. Finally, they have the lowest infant mortality of any of the Latin American countries (“Cuba Culture…”). The reason the United States of

US Freight System

1273 words - 6 pages General Environment Each American requires the movement of approximately 40 tons of freight per year across the freight network. This includes everything from shirts to lawn mower to orange juice. • As the U.S. population expands, the U.S. freight system will be called upon to meet the demands of a larger population • Between 2010 and 2035, the system will experience a 22 percent increase in the total amount of tonnage it moves • By 2050, with

Democratic Peace Theory

1852 words - 8 pages Intro: US Presidents have made it a goal during their term(s) in office to establish a good relationship with foreign countries and even try to improve upon existing connections with our allies. Some believe it is to prevent conflicts between the countries while others dispute that it is a threat assessment by the United States to pick and choose their friends and enemies. Preventing conflict between two democracies or countries that practice

Booker T. Washington

1621 words - 7 pages “Success is to be measured not so much by the position that one has reached in life as by the obstacles which he has overcome” –Booker T. Washing. Booker Taliaferro Washington was born in Hale’s Ford, Virginia on April 5th, 1856 to Jane Burroughs and an unknown White man. Washington was married three times. His first wife was Fannie N. Smith from Malden, West Virginia. Booker and Fannie were married in the summer of 1882 and had one child

Corn, Broccoli, Grass Or Balanced

2611 words - 11 pages About a century ago, there was not an epidemic of diet-related illness, a bizarre account of destroyed farmland, dead zones in our oceans created by chemical run-off spilling into the waterways, and there sure was not millions of people questioning the moral ethics of their diet. In the Omnivore’s Dilemma: A Natural History of Four Meals, the author Michael Pollan goes on a journey to investigate the sources of the nation’s food supply, for

Related Essays

Freedom And Responsibility Essay

2141 words - 9 pages adopted by the states to become the Bill of Rights in 1791. As defined by our U.S. Constitution, the first amendment states “Congress shall make no law respecting an establishment of religion, or prohibiting the free exercises thereof; or abridging the freedom of speech, or the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances”. (Jordan, 1999) The first precept addressed in the

Hate Crime Laws Essay

2348 words - 10 pages On June 7, 1998, 49-year-old James Byrd Jr. of Texas accepted a ride from three white men, who then beat him severely, urinated on him, chained him by his ankles to the back of their pick-up truck, dragged him for three miles into the countryside, and dumped his corpse in front of an African-American cemetery (Graczyk). A little over a year later, a jury sentenced ring leader John King to death by lethal injection (“Man Executed for Dragging

Rational Emotional Behavior Therapy Case Study Conceptualization And Treatment Plan

2140 words - 9 pages Rational Emotional Behavior Therapy Case Study of Sarah: A Conceptualization and Treatment Plan Rational emotive behavior therapy, REBT, was developed by Albert Ellis and holds the central belief that the events in our lives do not cause our disturbances but that they are instead caused by our view of the events (Murdock, 2009). Murdock (2009) states that “people are seen as responsible for their behavior” (p. 279) but, because they are

Holidays In Albania Essay

1636 words - 7 pages Have you ever thought about having exciting and incredibly cheap vacations? Albania might be the right choice. According to My Travel Guide, Albania is ranked the fourth among ten places worth visiting in Eastern Europe (“Top 10 Eastern European Destinations”). One can encounter three kinds of vacations in this Mediterranean country: winter, summer, and cultural. The ideal places to spend your winter vacations are the Albanian Alps. They are