IntroductionMarketing across cultures around the world is increasingly becoming a thriving business with the rapid globalization of today. The four “Ps” of marketing, namely product, price, place and promotion, comprise most of the elements of marketing decision making. However, socio-cultural factors, when considering the combination of marketing strategies, always cross them. Socio-cultural factors have an enormous influence on product conception and people's purchasing behavior. Lack of cultural awareness can not only lead to a decrease in product sales, but can also bring down the entire international image of the company. In this sense, understanding cultural differences plays an incredibly significant role in the process of developing marketing strategies. Starbucks' success is considered a miracle. It has grown into more than 15,700 stores in about 43 countries around the world from a small company in Seattle about 15 years ago. Since the first Starbucks entered Beijing, China in 1999, it has so far expanded to over 200 outlets in several major cities, such as Beijing, Shanghai, Guangzhou, Hong Kong, etc. With around 1.3 million inhabitants and enormous economic growth, China, after the United States, has become the second largest coffee consuming country in the world. ("Economy of China", 2005). Although it has achieved tremendous success in China, Starbucks has also encountered a number of obstacles during its rapid development, especially those arising from cultural issues. The purpose of this article is to provide a description of some relevant theories underlying the cultural problems Starbucks faces in China. . My personal contribution to my small group will also be critically evaluated in the last pa...... half of the essay ......984). Consequences of culture: International differences in work-related values. Beverly Hills, California: Sage.Kluckhohn, C. (1951). Values ​​and value orientations in action theory: An exploration in definition and classification. Cambridge, MA: Harvard University Press.Joseph, W.S., 2009. Cultural Adaptations: Past, Present, and Future. [online] Microsoft Office Live. Available at: http://josephslavinsky.com/CA.aspx [Accessed 22 March 2010].Labbrand Consulting Co., Ltd. 2009. Starbucks Goes Glocal in China.[online] Labbrand Consulting Co., Ltd. Available at: http ://www.labbrand.com/brand-source/starbucks-goes-glocal-china [Accessed 23 March 2010].Lars, P., 2009. International Marketing [online] University of Southern California: Los Angeles. Available at: http://www.consumerpsychologist.com/international_marketing.html [Accessed March 21 2010].