Topic: How Standardization & Adaptation approach apply to Chinese coffee industry.

my work is a paper to discuss the how standardization and adaptation using in chinese coffee industry. The motivation for me to do this research is there are lots of investment in to this industry these days in china due to the high speed growth in this industry. however, there not many company success. So i just want to use starbucks an UBC (one of the famous coffee shop in China) as the case study to do this research. so basically starbucks is using standardization strategy , u can see it is same in every country, but UBC is a local company , they are more adapt to local needs. as a result , starbucks ed 566 stores in China now ( u can check the official website) , but UBC already ed 1300 stores in China, they are as famous as starbucks in China now. But for longterm , starbucks may win the competition in the future because they represent the american culture and the high standard drink. the reason thatUBC can win now, its chinese people consider coffee as a drink comes abroad which can show their taste and wealth, but for their habit , chinese people like to have drink while the sit down and have some meals by the way, so UBC can provide some western food and local food , but the wholly style of their shop is a cafe not a restaurant.

MY fixed paper structure is:
Topic: How Standardization & Adaptation approach apply to Chinese coffee industry.

Assumption: people perceive to have coffee for different purpose and in different style in China.

Chapter 1: Introduction ?word count 1000)
1Why it is important?
2Growth of demand for coffee in China
3The aim of research

Chapter 2: Literature Review ( word count 2000)
1Define standardization & adaptation
2what effect S&A
3culture
4Buying Behavior of Consumers
5globalization
6Chinese market:
6.1Culture
6.2Background

Chapter 3: Methodology (word count 1000)
3.1. Research approaching
3.2. Quantitative and Qualitative research
3.3. Data collection
3.3.1. Interview
3.3.2. Secondary data

Chapter 4: Findings and Discussion (word count 2500)
1Introduction to Findings and Discussion
2Research Findings
3Discussion
4Comparison of Data with Journals
Comparison of previous Studies with similar results
Comparison of Previous Studies with different results
5Chapter Summary

Chapter 5: Conclusion and Recommendations ( word count 1000)
5.1 Thesis Review
5.2 Recommendations€¦..
5.3 Limitations€¦..

References
Appendix

follow the structure i will tell you some my idea. But, i think u can add some thing that u think is necessary and rational , u r better then me , im sure) and i give my suggest word count for each chapter. THANKS

1,introduction is basically same as the outline, its to introduce the topic, and at the end of the chapter should tell the reader why im reading this and what is about to happens.But i think we have to introduce the starbucks and UBC in here, and i found that UBC dont have a english website,so i will paste a short paragraph to u( directly translate use google, sorry).

2,literature review , i have no idea , how to organize these component , but i think is linked with our research.1and 2 is about S&A. 3 is culture, i think the performance of their business in china have a big relationship with culture, so i think to talk about what is culture and how important it is and how it effects business. meanwhile, cross culture is also very important€¦i think 4 is linked with 1and2 , because what the consumer doing is decided the company action, their expectation and behaviors is important in further research.5 is globalization ,so what is it and how is linked with the topic,thats why starbucks and costa coms to china and how can they come to china. also, in the discussion and conclusion we can say along with the advancement of globalization starbucks may have more chance to win the market back in china, and the local company may face more challenge. And 6 is some information about china and this industry in china, there can have some history of coffee in china or something. and be critically is vital. ps: u may change the order of these and u can add more, that only what and i think.

chapter 3 is methodology , and i want to use interview and i think that is more easy to present my idea with less work, and if u have more good idea just do it. and i think its better to quote some from the business research book.

chapter 4 is mainly talk about why they use different way in their business and i found people go starbucks is kind of lifestyle in china. and some people go starbucks to drink the lemon tea, so they just want to show they are more modern and more westernized . and no doubt that most of them have whether good salary or educated overseas. and overall starbucks is getting more and more popular in china , due to their quality and express the american culture. they usually their store in business district and working place but now they start to store in living area . although starbucks is good , but in china UBC ed more store because they adapt the local needs, chinese don t drink too much coffee, and they have a strong tradition have food when they drinking which western country no that much. so they have their own style . therefore they stay in the store longer then people stay in starbucks according to the research. this is the how coffee to be consumed in china in two different way. but for longterm if chinese people get used to have coffee like starbucks style, the market may adapt to starbucks. so in this way the consumer will extend from young people to older people, and it will happens to everystore. furthermore, starbucks has more money they can wait. PS: the last few sentence i dont know is more fit for discussion or conclusion, i think discussion ,can mention little in conclusion.

chapter 5 is on your own i think after 4 chapter u will be more familiar then me..

Finally, i think if u can find some figure link to our topic will be better, like the sales growth in china for starbucks ( with a graph?will be cool and more convincing.
moreover, my supervisor and some special request, can not use it’ there’ us’ them’ i’ and me’, or better avoid. and he hates student to add some thing that not relevant to the research. btw, because he knows me, so for my own writing habit , its better to paraphrase then direct quote the literature. please use at least 50-60 reference,( i can provide 6 ),thank you very much. thank you very much.

here is a short introduction of UBC (below):
UBC Coffee is a famous coffee chain restaurant, famous coffee chain cause business management. Relaxed atmosphere and first-class quality of the coffee, accompanied by careful deployment of the meals, delicious desserts, as well as a healthy and natural, specialty drinks, has won great favor to the fashion taste of living persons.

Shangdaokafei stationed in Taiwan and Taiwan began to develop in 1968. Cooperation rooted Hainan Chinatown Group in 1997, and two years later set up branch offices in Beijing, Guangdong and other places. 1997 UCC in the bustling streets of China’s Hainan ed its first store has been in more than 1,300 chain stores throughout the river north and south of China, currently the most popular coffee one of the restaurant chain. Production concept of the ultimate quality of the coffee produced, UCC obsessed with mellow, sweet; store design, on the island combines the idea of ??classic and fashion, unique style of business model, so that on the island in Within a few years to get the brilliant achievements unmatched by competing peers. Shangdaokafei company is headquartered in the heart of Shanghai’s franchises throughout the large and medium-sized cities in mainland China, the brand identity of the company has become a famous landscape, as if for the European Humanities and style window. With perfect management system and attractive corporate brand, over the years Shangdaokafei flourishing, demonstrated a huge brand vitality.

Until today, we have accumulated 30 years of operating experience and strength of the various types of coffee products. Its tempered baking technology, leading the trend; kitchen, bar technology is superb. This is to the participants in the training to learn important. Our company, Blue Mountain, Hawaiian Kona, Mocha, Brazil, Colombia and other neutral, soft and strong coffee beans (in later chapters for more details) are by our own factory for processing. Baking, preparation made. Operating items, including many products have all kinds of coffee, tea, fruit juices, refreshments, steak.

Now we have Shangdaokafei consummate professional and technical, played its premium brand. However, in the mass of the spread of the culture of our UCC, which is by every employee to make mellow flavored coffee after work, delicious steak to capture the hearts of customers, and to play our brand. So you want to seriously learn practical skills into practice, to make high-quality coffee drinks and Western, UBC Coffee culture broadcast far and wide