Strategi Sistemik Starbucks dalam Mempertahankan Eksistensi dan Ekspansi di China Tahun 2017-2025

Abstract

Globalization has driven multinational corporations to expand into various countries, including the food and beverage (F&B) sector, which is heavily shaped by local cultural and consumer dynamics. As one of the world's largest coffeehouse chains, Starbucks faces significant challenges in maintaining its presence and expanding its market share in China. This study examines the strategies Starbucks has used to contend with local competitors such as Luckin Coffee, as well as shifting consumer behaviors and rising consumer nationalism in China. To address these pressures, Starbucks has implemented a comprehensive localization strategy. The company has launched product innovations based on local flavors and developed "heritage stores" to honor local culture. It has also expanded into lower-tier cities to capture new market potential. Meanwhile, it has strengthened digital capabilities by integrating with domestic e-commerce ecosystems to improve consumer access. To appeal to the younger generation, Starbucks has adapted its business model by emphasizing digitalization and introducing more affordable promotions. These measures have driven significant growth in both store counts and total assets. However, intense price competition has caused revenue to stagnate in recent years. Ultimately, Starbucks's long-term viability in China hinges on its ability to keep adapting to market disruptions and shifting local preferences.