1、 PEST analysis is a method of strategy consultants to help firms to review their

external macro environment. Generally deal with political, economic, social and technology which are four kinds of main influence enterprise external environment factors analysis.

Political: With the rise Chinese economy, USA attitude to Chinese are turning to cooperation from the boycott, in the long run, China is to have broad prospects for cooperation, which laid the foundation for peaceful international relations background for the Starbucks expansion in the China. China is currently the WTO (general agreement on Tariffs and trade) members, this also gives Starbucks in China business created favorable conditions, as a multinational Starbuck Corp, under the framework of WTO can better reduce the operating costs, lower tariffs for imported raw materials, thereby the Starbucks more effective control the cost to obtain better returns. WTO also promoted the China economic boom, and a prosperous and expanding market, but also to the high-end market positioning Starbucks bring development opportunity. In the aspect of non tariff trade protection, Chinese is also gradually reduced to developed countries such as the financial industry barriers, allowing foreign capital to enter the relaxation, to improve its management performance for multinational enterprises to provide better financial services. Thirdly, the legal environment China is gradually perfected, a favorable legal environment for the Starbucks on management mode can have greater freedom of choice, thus more conducive to the development of the business model.

Economic: In recent years, with the China GDP has increased, Chinese per capita national income has steadily increased year by year, income growth also brought the growth of consumption, consumer spending grew steadily year by year China created an expanded steadily growing consumer market, this kind of expanding demand for space has brought development opportunities to engage in Coffee retail industry Starbucks. With the decline in the Engel's coefficient and the upgrading of the consumption structure, Starbucks represents the high quality Coffee experience is accepted by more and more people and consumption, Chinese consumers to meet the food and clothing, with the increase of income, consumer spending will increase in high-grade enjoyment of expenditure and expenditure on consumption, since at the end of the century, Chinese showed a rising trend in the Coffee consumption proportion of low-income groups, and the upgrading of the consumption is obvious. It also brings opportunities to Starbucks. In recent years, Chinese government to speed up the development of educational, scientific and cultural qualities of the population increased significantly, especially Chinese higher education enrollment, Chinese is cultivating a higher education by the population of the world's largest high-quality people, an open mind, so often in cultural goods or services will be more sensitive and receiving degree high, Starbucks provide experience and the pursuit of high-quality Coffee culture meet the demand of high quality crowd. At the same time, with the open degree China deepens, the international population mobility has increased, foreigners and foreign students to China engaged in business or residence is also more and more, it also provides favorable conditions for the spread of Starbucks Coffee culture.

Social: Customer experience the culture and values based on Starbucks, deep and Chinese heart "and" the pursuit of agree without prior without previous consultation. To