| As the process of economic globalization speeding up, coffee has become the second large trading product next only to the petroleum oil. Represented by Starbucks and COSTA of the chain operation which open up a new chapter of coffee market, escalating global coffee culture. Starbucks began to the international operation process as early as 1995, so far, which has become the world the first brand of coffee chain. As a rising star, COSTA occupies the international market place with high quality coffee products. Starbucks and COSTA have made significant achievements in the field of international operation, which not only improve the market competitiveness, but also promote the prosperity and development of coffee industry. According to the overseas expansion mode, product strategy, strategic alliance angle and management concept, the article compares Starbucks and COSTA and summarizes the international operation experience and combines the current situation of the development of Chinese coffee chains by researching the internationalization process and analysing the characteristic of their international operation. Therefore, they have drawn several enlightenment to Chinese coffee chains. |
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