May 14, 2013

Starbucks outlines retail expansion in Asia

American coffee chain giant Starbucks has outlined extensive expansion plans aimed at Asian markets including China, Thailand, India and Myanmar over the next three years.

By admin-demo

American coffee chain giant Starbucks has outlined extensive expansion plans aimed at Asian markets including China, Thailand, India and Myanmar over the next three years.

The chain plans to increase its store count from 850 outlets across 70 cities to 1,500 in China by 2015.

In an interview with Bangkokpost.com, Starbucks CEO Howard Schultz stated that the company has formulated a business model with support from multiple constituencies in China.

"I think the market is large enough for many people, and I think we have a unique opportunity to maintain our leadership position," explained Schultz.

"Success is not an entitlement anywhere in the world. Certainly not in China. You have to earn it, and earn it every day."

The retailer is also mulling over increasing its retail footprint by two-fold in Thailand over next five years where it currently operates
320 coffee shops.

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Thailand would play a critical role in the development and expansion for its Southeast market growth, added Schultz.

Through this expansion plan, the company is seeking penetration into Myanmar with a debut store planned in next two years.

Starbucks, which currently operates 12 outlets in India, intends to expand its presence in the country.

"As we continue to grow, it’s critical that we stay true to our more than 40 years of heritage, continuing to build our business with a focus on taking care of our people, creating moments of connection with our customers and giving back to the communities where we do business," concluded Schultz.