Schultz on Starbucks Growth Strategy and the China Opportunity

Howard Schultz talks in the video below about how Starbucks has performed strongly during 2010 and about his objectives for Starbucks’ growth in China.

You may remember the launch of Starbucks Via - the brand’s first entry into the instant coffee market. Via has proved a great success, conributing to 15% revenue growth for the firm in the USA and even stronger growth (21%) overseas.

Starbuck is aiming to triple the number of stores in China within the next 5 years - an incredible growth rate, if it can achieve this objective. Schultz admits that growing the brand in China will not be easy (the business has already been trading there for 12 years). Still, it looks like a tremendous opportunity

Here is the video interview: