EKSPANSI MNC STARBUCKS COFFEE DI ASIA (STUDI KASUS: CINA)

Abstract

China has knowing as the most fast and largest population in the world, as soon as
China known as the most large market in the world. Many MNC try to expand their
business in China, many international brand, as Pierre Cardine, Mc Donald, Nestle,
most of MNC in the world try to dominate in China. But the local taste, and loyalty
about local brand is really tied in China’s life. Many other is give up over China,
because of that. But, amazing thing hapen again with Starbucks, after Starbucks come
to China in 1998, coffee become trend in China. Even it’s bring many impact for
China.This research uses Comparative AdvantagesTheory related to Diamond concept
which has been revealed by Michael E. Porter. This research is Qualitative research
which is used by library observation.The result of this research prove that there’s
positive impact for both house and home country from Multinational Corporation
(especially in this case is Starbucks), and thats why MNC now being one of actor in
international relation, and thats why the strategy of MNC become one of the issues of
the international relation studies. Starbucks as one of the most succesful MNC has
their own way in China, consider to Porter theory, that was four factor reliable on this
strategy, that is: 1) factor condition; 2) demand condition; 3) relating and suppporting
industries; and 4) firm strategy, structure, and rivalry.
Keywords: MNC in China, MNC Strategy, Multi National Corporation, Starbucks