The company’s brand is a name, term, symbol, design or combination that identified a product and distinguishes it from other products (Ferrell et al., 2014). The brand is a significant element to operate business marketing because it could add extra value to the product with keeps the high-quality level by meeting the consumers’ emotional demands. An American coffee brand-Starbucks Corporation expanded their products entered in the international Chinese market since from1999 start the first store in Beijing. Starbucks is already the most recognized worldwide brand in the coffee business before it appeared in the China. Even though, the executive of Starbucks Jeffrey S. Harrison stated it is a venture that Starbucks began their coffee in virgin markets because China is a tea drink nation and Chinese are predominantly tea drink. However, based on previous researches literature reviewing of relevant the brand of Starbucks building has shown Starbucks use brand strategy to build their marketing in China. Starbucks supports the good products like it collect the most coffee beans from all over the world and has strict controls on the temperature at every different drink that is a prerequisite condition to create a good brand. Beside, Starbucks knows there is not enough person drink coffee in China while Starbucks explored other ways to attract the Chines customer enter the store and try the coffee. Starbucks offer a good environment like in the Starbucks store the people can see some comfortable chair and table, clean environment around for the customer social with friends or communicate with business partners or read the newspaper, books, and magazine. Theref...
... middle of paper ...
...ks not only a cup of coffee but it is a bridge to experience the American lifestyle. Now in China Starbucks also counter other coffee stores’ competition while Starbucks is still a coffee industry leader. In addition, Zhang (2012) demonstrated Starbucks tend to market mix strategies and positioning strategies as well as the Starbucks brand itself give it an assurance of success. The first part author points the Starbucks accurately identifies and choosing their markets target (tourists and local community) and coffee quality, atmosphere, location, service quality etc. Those make Starbucks acquiring its competitive advantages in China. Starbucks has a bit aspects need to improve compared with the other competitor coffee brand. Base on a series of research paper, the paper finds out Starbucks use their brand strategies quickly open the Chinese’s coffee marketing.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- Starbucks New Market Entrance Starbucks strategic goal is to increase market share of the non-coffee drinker; they have begun by introducing an extension of a product line targeted to this segment. To ensure market growth, Starbucks has repositioned one of its current products, the Frappuccino line, this product has been extended to include 3 new flavors; Double Chocolate Chip Crème, Vanilla Bean Crème, and Strawberries & Crème, introduced throughout the summer months. Faced with the challenge of entering a new competitive market Starbucks must compete to retain brand recognition of its primary products, yet increase awareness of its new product line.... [tags: Business Strategy Analysis]
1810 words (5.2 pages)
- Starbucks Corporation is a coffeehouse chain that began in Seattle in 1971. Since that time, Starbucks operations have grown and there are now over 22,000 retail stores throughout 67 countries. Starbucks strives to offer customers a comfortable, “home-like” environment while remaining conscious of ethical behaviors and social responsibility. It can be argued that Starbucks dominates the coffeehouse market, and much of this may be due to a grand strategy with a focus on growth. Using a growth strategy, Starbucks attempts to increase its market share and revenues by increasing the number of its stores and the number of locations it serves.... [tags: Coffee, Starbucks, Coffeehouse, Dunkin' Donuts]
1091 words (3.1 pages)
- Starbucks is an American coffee company based in Seattle, it was founded in 1971. Starbucks use twin-tailed mermaid as their logo, the reason behind it is because, according to a greek mythology the twin-tailed mermaid used to seduce mariners into jumping out of the boat in to the water, it just simply means that it is irresistible. Today, Starbucks is one of the largest coffeehouse industry in the world. They provided high quality coffee, pastries and snacks. Regardless of its expensive price customers are still willing to pay for its quality.... [tags: Starbucks Analysis]
1319 words (3.8 pages)
- Starbucks first opened its doors in Seattle’s Pike Place Market with the name being coined from that of Moby Dick’s first mate (Schultz & Yang 1999). It has spread its shops across North America, all over Europe, the Middle East, Latin America as well as the Pacific Rim with an estimated 35 million customer weekly (Michelli, 2008). With tremendous growth from a small time coffee shop, the company has matured to an international icon that today it is one of the world’s leading retailer, roaster and brand specialty coffee (Story, 1971).... [tags: Starbucks Analysis]
1983 words (5.7 pages)
- Starbucks Strategy and Environment Introduction With the development of economic globalization, “fast food” becomes a more and more substantial industry in the business world, which adapts to the pace of people’s life. Each organization spares every effort to stand forward the competition due to the fierce competition. In this article, we focus on the “Starbucks”, a prevailing coffee manufacturer in recent years. In 1971, a coffee bean retailing store named Starbucks was opened by Jerry Baldwin, Zev Siegl and Gordon Bowker in order to sell specialty whole-bean coffee in Seattle.... [tags: Starbucks Business Strategy Analysis]
1855 words (5.3 pages)
- 1.- Introduction Starbucks is an international coffee house and it was created in 1971 when they opened the first store in Seattle, Newcastle. Currently, they own 21,000 stores in 65 different countries of the world, and their passion for the great coffee, excellent service and community interaction exceeds cultures and languages (Starbucks, 2014). This company is the number 1 brand coffeehouse chain in the world due to the best roaster, marketer and seller of speciality coffee. Its main slogan: “Our mission: to inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time” (Jurevicius, 2013).... [tags: Coffee, Starbucks, Supply chain management]
1078 words (3.1 pages)
- Summary of organization’s historical development Starbucks Coffee Company was founded in 1971 in Seattle’s Pike Place Market (Starbucks Company Profile). The original name of the company was Starbucks Coffee, Tea and Spices, later changed to Starbucks Coffee Company. Starbucks was named after the first mate in Herman Melville’s Moby Dick is the world’s leading retailer, roaster and brand of specialty coffee with coffeehouses in North America, Europe, Middle East, Latin America and the Pacific Rim.... [tags: Starbucks Business Analysis Strategy]
1219 words (3.5 pages)
- Starbucks Case Analysis Background The company started its activity in 1971 as small coffee shop located in Seattle specialized in selling whole arabica coffee beans. After being taken over by Howard Schultz in 1982, following a rapid and impressive growth, by mid 2002 the company was the dominant specialty-coffee brand in North America, running about 4,500 stores, 400 international stores and 930 licenses. In 2002, unexpected findings of a market research showed problems regarding customer satisfaction and brand meaning for Starbucks customers.... [tags: Business Analysis Starbucks]
1693 words (4.8 pages)
- Starbucks Corporation Starbucks History: Starbucks’ opened its first store in 1971, at Pike Place Market in Seattle, by three partners Zev Siegel, Jerry Baldwin and Gordon Bowker. Starbucks opened with the intent of being a gourmet coffee bean retailer and coffee equipment seller. The Starbucks name and logo came from two influences; a character named Starbuck in the classic book, Moby Dick, and a mining camp on the base of Mt. Rainier called Starbo. These two influences were combined to create Starbucks.... [tags: Business Analysis Starbucks Management Strategy]
1999 words (5.7 pages)
- Starbucks Introduction "Rewarding everyday moments". The Starbucks Mantra clearly implies that they are not selling just coffee. They claim to be selling the coffee experience. Their coffee bars that sell specialty coffee also gives customers an ambience where they can be themselves. Starbucks advertises themselves as the third place between home and office, where you can escape, reflect, read, chat or listen. They have become the largest player in the coffee industry and is still looking for avenues to expand themselves.... [tags: Starbucks Business Analysis Management]
1009 words (2.9 pages)