Localized Marketing Strategies of Multinational Companies in China: The Case of Starbucks

Le Zhou

2025

Abstract

In the background of continuing globalization, transnational corporations need to pursue global brand unification and adjust the market strategy to be localized according to the characteristics of different markets. China has an enormous population that drives rapid economic growth, and it has a long cultural tradition and stable consumer demand. It could provide an international brand not only with so many opportunities but also bring a lot of challenges. Starbucks, as a typical case to study the localized market strategy, shows how it could succeed in the complex environment with its local market strategy. This essay analyses Starbucks' entry strategy, product localization, brand culture integration, and digital marketing in the Chinese market. By analyzing local consumers' tastes, culture, and acceptance of technology, Starbucks has successfully established its brand presence in the Chinese market. However, it still faces some challenges among other brands in China, like competition, price positioning issues, and changing consumer trends. Starbucks' case shows that if multinational corporations want to develop in the diverse market of China for a long time, they need to have culturally adaptable, flexible marketing strategies, be emotionally communicative, and have digitally innovative abilities. And this study could provide experience for other multinational corporations.

Paper Citation

in Harvard Style

Zhou L. (2025). Localized Marketing Strategies of Multinational Companies in China: The Case of Starbucks. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 655-661. DOI: 10.5220/0013851900004719

in Bibtex Style

@conference{iceml25,
author={Le Zhou},
title={Localized Marketing Strategies of Multinational Companies in China: The Case of Starbucks},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={655-661},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013851900004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Localized Marketing Strategies of Multinational Companies in China: The Case of Starbucks
SN - 978-989-758-775-7
AU - Zhou L.
PY - 2025
SP - 655
EP - 661
DO - 10.5220/0013851900004719
PB - SciTePress