Unformatted text preview: plans to venture into the instant coffee market in order to capture the Chinese market, which heavily purchases instant coffee. In addition it appears that the Yunnan government plans to increase the amount of land it allocates for coffee growing and plans to invest three billion yuan in the next decade to increase coffee production to 200,000 tons annually from 38,000 tons. Thus while coffee drinkers in China lack compared to millions of coffee addict in the US, Starbuck Corp. believes that growth in China will be quick to catch up with the US and increase overall profitability....
View Full Document
- Spring '06
- Starbucks Corp., Professor Reaves K21, Daniel Yoon Intro