Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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Corporate Value Investing Research in Covid-19 -A Case of Starbucks

Authors
Genglan He1, *, †, Sha Xiang2, †, Jingyi Yin3, †
1Business School, University of Sydney, Fuzhou, Fujian 350004, China
2School of Politics and Public Administration, Zhengzhou University, Zhengzhou, Henan 450000, China
3School of Finance and Economics, Guangdong Polytechnic Normal University, Guangzhou, Guangdong 510000, China
†

These authors contributed equally.

*Corresponding author. Email: gehe3036@uni.sydney.edu.au
Corresponding Author
Genglan He
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.454How to use a DOI?
Keywords
Covid-19; Value Investing; Starbucks; Quantitative analysis; Qualitative Analysis
Abstract

Value investing research has been an important component of economic researches. Covid-19 has changed the general global economic environment and hindered normal social activities since the end of 2019, with dramatic effects on various industries. Particularly, it has brought severe challenges to the development of the catering industry. Our research examines the value investing analysis of companies in the wake of the outbreak of COVID-19, using Starbucks as a case. To provide more analysis direction for investors in the catering industry in the post-epidemic era. In this research, both quantitative and qualitative analyses that include the ratio analysis, trend analysis, and SWOT analysis are used to analyze the value investing of Starbucks. The results of this research are as follows: after the outbreak of the COVID-19, the cash flow flexibility of Starbucks has gradually declined, and the offline revenue has decreased. However, Starbucks has strong corporate soft power, unique service, and brand value that other competitors cannot surpass in the short term; Starbucks also has adopted a series of new initiatives to mitigate the negative impact of covid-19. This is an important driving force for Starbucks turning the crisis into an opportunity in the post COVID-19 era. It has also become a highlight for Starbucks to attract capital. The research of this paper can also be extended to the catering industry and even the whole economic environment, providing practical experience for the research of enterprise value in the covid-19 environment.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.454How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Genglan He
AU  - Sha Xiang
AU  - Jingyi Yin
PY  - 2021
DA  - 2021/12/15
TI  - Corporate Value Investing Research in Covid-19 -A Case of Starbucks
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2790
EP  - 2796
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.454
DO  - 10.2991/assehr.k.211209.454
ID  - He2021
ER  -