In the article “Starbucks Plays to Local Chinese Tastes,” Lurie Burkitt narrates about one of the most successful coffee companies – Starbucks. The article is published in online version of The Wall Street Journal. The author has carried out an interview with Belinda Wong who is the president of Starbucks China. The latter has unveiled the plans for the next three years. The company plans to “capture a larger market by going more local and applying its cultural insights”. Starbucks announces its intention to roll out 800 new stores. The article also includes information about the peculiarities of running business in China. What is more, Burkitt provides the assessments of the risks involved, which are given by the analysts. The article also highlights benchmarking studies provided by the market research firm Euromonitor International and Boston Consulting Group.

Starbucks is “really a complete experience because it comes to coffee as anybody who has been into one of their stores can tell”. The company tries to create special atmosphere for both employees and customers. Starbucks corporate culture emphasizes assimilation into the community. The president of Starbucks China notices, “whereas kiosk-sized stores work well in the U.S. … Starbucks has learned that Chinese consumers value space and couches on which to relax in the afternoons”. Therefore, to satisfy all the demands of “big-city coffee drinkers,” the company makes the decision to add some stores (approximately 3,800 square). Such step is an example of the successful corporate tactic adopted by Starbucks. Corporate culture is of cardinal importance to every organization. The reason is that accounting largely depends on corporal culture. In layman’s terms, when employees and customers are satisfied with the pleasant and cozy atmosphere of the facility, the profits of the owner will be large. Consequently, a potential employee will endeavor to work there, because he/she wants to have long-term relationships with the firm that proposes not only a job but also an opportunity to become a member of the big and friendly team. As for customers, this place can become the favorite one. It means that they would bring friends there, celebrate holidays, hold meetings, etc. In any case, every part would meet the demands.

Becoming local is one of the integral parts of Starbucks corporate culture. As it was mentioned above, “going more local” will give an opportunity to capture a larger market. However, before taking such steps, one should dissect the particularities of the potential market. If a company opens its offices in other countries, business should be run in accordance with the local laws. For that matter, accounting of the company will be changed on the grounds of domestic law. The peculiarities of the local culture must be also taken into consideration. That is why Starbucks changes the common sizes of the stores in China.

The article is important to my career field as it provides relevant and valuable information that can be used in the future. Moreover, Starbucks is a byword for successful company, accounting methods of which are remarkably effective. According to Demarco and Chau, “Starbucks represents a true success story when it comes to engaging both customers and employees to drive growth”. Applying of cultural insights of the local market is an effective strategy that I can use to get high profits. The specific information that is gained from the article “Starbucks Plays to Local Chinese Tastes” can be applied to any company that is interested in capturing a larger market. There is one more crucial factor that one should take cognizance of if the aim is to build a distinguished career connected with hospitality. The author of the article assumes that localization must become an integral part of running business in China. For example, Yum Brands Inc. “has thrived in China by adding fried shrimp and soy milk, among many other Chinese items, to its KFC outlets and fresh seafood bacon pizza and Thai-style fried rice to its Pizza Huts”. Unfortunately, such companies like Home Depot Inc. and Best Buy Co. failed to assimilate into Chinese culture; as a result, both of them had closed their stores. Consequently, in light of information provided in the aforementioned article, it can be stated that the company has to import alien models to earn substantial profits and flourish.

Knowledge acquired from the article can be applied by the management of the company. It is incumbent on them to establish norms and values of corporate culture. In turn, the latter influences accounting. Therefore, every step should be dissected precisely not to repeat the mistakes of other business organizations. What is more, the article “Starbucks Plays to Local Chinese Tastes” will be also useful for employees, because such companies like Starbucks can satisfy their demands. In addition, with the aim to retain staff, this company held family forum and invited parents of the employees “to hear testimonies from managers who have worked their way up the career ladder”. It proves that Starbucks is also ethically responsive. This article would be useful for every person who is looking not only for the well-paid and interesting job but also for the friendly and cozy atmosphere. The tag line of Starbucks “One person, one cup and one neighborhood at a time” declares that the main value of the company is an individual.

The following article was composed by Alex Seed, a editor at plagiarism search engine.