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Explain Why Did Starbucks Fail In The Forbidden City

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Explain Why Did Starbucks Fail In The Forbidden City
Why did Starbucks fail in the Forbidden City?
Zane lee (Ziang Li)
ESLI PMP

Why did Starbucks fail in the Forbidden City?
Introduction
Nowadays, economic globalization is becoming an irreversible tendency; therefore, different multinational corporations always want to extend their branches to other countries, especially for the food companies, such as, McDonald’s, Starbucks, and Burger King. In recent years, the world has also witnessed that China’s economy has developed to a higher level since China has reformed and opened for more than 30 years. According to Lardy, in the middle of 1990s, China had become one of the largest world’s trading nations (Lardy, 1995, p.1). Now, Chinese customers have more desire and abilities to enjoy western food. Therefore, many multinational food corporations, such as, Starbucks, KFC, and Krispy Kreme, want to enter in Chinese market, and these companies …show more content…
According to China. Org (2005), the Forbidden City (Imperial Palace) is setting in the center of Beijing, and it is the largest and most complete imperial palace and ancient building group in China. The buildings of Forbidden City was started to be built in 1406 and was finished in 1420. Since Ming dynasty, there had been twenty-four emperors lived and ruled China in this palace (China.org, 2005, para. 1). In the Forbidden City, yellow is the primary, and almost all roofs of buildings were decorated with yellow glazed tiles. During Ming and Qing dynasty, yellow was the color that only emperors could use. This kind of color “represents the emperor, the central figure of China, and also represents land, the root and origin of all earthly creatures” (Han & Zhang, 2009, p.397). Moreover, in ancient China, besides servants, only the people who had direct relationship with emperor could live in the Forbidden City. Therefore, the Forbidden City can be the symbol of the imperial
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