Essay about Marketing Research Plan: Starbucks in China

Essay about Marketing Research Plan: Starbucks in China

Length: 1269 words (3.6 double-spaced pages)

Rating: Strong Essays

Open Document

Essay Preview

The objective of this paper is to perform market research for Starbucks’ President, Charles Shultz to ascertain the possibility of establishing new coffee houses in China. The preliminary research and design for presentation to Mr. Schultz includes: 1) Two to three alternative target customer segments; 2) the types of secondary research used; 3) the problem statement; 4) research questions used to guide the study; 5) major competitors for this market; and 6) the cultural, economic, and political factors that need to be considered in China.
Keywords: China, coffee, market, Schultz, Starbucks,

Starbucks Marketing Research Design in China Market
Starbucks is one of the most recognizable and successful coffee brands in the world. Starbucks believes in serving the best coffee possible. Starbucks’ international market that was expanded into China in 2002, still has only a tiny part of the Chinese beverage market (Harrison et al., 2005). The company President, Charles Shultz is ascertaining the possibility of establishing new coffee houses in China.
Starbucks Coffee, Tea, and Spice opened its first store in April 1971 in the Pike Place Market in Seattle, by owners who had a passion for dark-roasted coffee that was popular in Europe, but hard to find in the U.S. (Harrison et al., 2005; Venkatraman & Nelson, 2008). The company’s mission was to provide Seattle with the best access to dark-roasted coffee, and sought to educated customers about the product. As a matter of customer education and acceptance of the product, Starbucks grew and expanded into the successful domestic market it is today. Much of this success can be attributed to a focus on the total customer experience and s...

... middle of paper ...

.... Hoboken: John Wiley & Sons.
Biederman, P. S. (2005). Commentary on exporting a north american concept to asia: Starbucks in china. Cornell Hotel and Restaurant Administration Quarterly, 46(2), 288-290. doi: 10.1177/0010880405275536
Harrison, J. S., Chang, E., Gauthier, C., Joerchel, T., Nevarez, J., & Wang, M. (2005). Exporting a north American concept to asia: Starbucks in china. Cornell Hotel and Restaurant Administration Quarterly, 46(2), 275-283. doi: 10.1177/0010880404273893
Thompson, A. A., Strickland, A. J., & Gamble, J. E. (2008). Crafting & executing strategy: The quest for competitive advantage (16th ed.). New York: McGraw-Hill Irwin.
Venkatraman, M., & Nelson, T. (2008). From servicescape to consumptionscape: a photo-elicitation study of Starbucks in the New China. Journal of International Business Studies, 39(6), 1010-1026. doi: 1535534671.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Marketing Plan For Starbucks And Starbucks Essay

- Unit II Research Project (Starbucks) Angelo R. Jones BBA 3201-Priciples of Marketing Columbia Southern University Target Market for Starbucks Starbucks, a coffee bean sales company did not have much of a marketing plan in place at its inception. Based in Seattle Washington the company began to sell coffee beans to espresso bars and upscale restaurants back in 1982. It took 11 years to progress to that level of production, they originally were a local store vendor at Pike Place Market....   [tags: Coffee, Starbucks, Espresso, Coffeehouse]

Strong Essays
903 words (2.6 pages)

Essay on Starbucks 's Marketing Plan For Starbucks

- A. Many people would assume that Starbucks has reached, or is fairly close to its saturation point. In just about any city, suburb, transportation hub, or college campus, there’s a Starbucks location to meet coffee drinkers needs. A likely investment for Starbucks would be to continue its expansion worldwide. Not only should Starbucks concentrate on expanding its footprint, but also continue to alter its stores. Rather than opening more dine-in restaurants, Starbucks should concentrate heavily on drive-thrus in urban and suburban areas....   [tags: Starbucks, Coffee, Drink, Caffeine]

Strong Essays
953 words (2.7 pages)

Starbucks And Its Global Marketing Essay

- 5). In October of the same year Starbucks entered New Zeland. The company had a franchisee for KFC and Pizza Hut, to open retail stores in the country (The Seattle Times, 1998, para. 2). Then Starbucks took the market of Taiwan, Thailand, Malaysia. In 1999 the brand extended to China, South Korea and Lebanon. The next year it added 7 more countries, then 3 more in 2001, and then 9 more in 2002. After that Starbucks started just filling the gaps in the cities of those countries, and add the new ones to the list of its global marketing....   [tags: Coffee, Starbucks, Espresso, Marketing]

Strong Essays
1145 words (3.3 pages)

Starbucks’ Three Year Strategic Plan Essay

- Section 1: Executive Summary Starbucks is the world’s largest coffee roaster and retailer of specialty coffee in the world. We have enjoyed great dividend returns over the past 5 years, and our growth has been on the rise. We are currently saturating the US market, while the emerging markets of developing countries offer many possibilities for growth and increased revenues. In our US market we should look at offering more items on the menu that complement our long-standing tradition of pleasing our customers....   [tags: Starbucks Analysis]

Strong Essays
2697 words (7.7 pages)

The Branding Journey Of Mcdonald 's And Starbucks Essay

- Accolades and Missteps: The Branding Journey of McDonald’s and Starbucks The McDonald’s Story The McDonald’s story begins in 1937 in Pasadena, California. Richard and Maurice McDonald are the two brothers that conceptualized this assembly-lined style of a fast-food establishment, in a small drive-through restaurant (Vignali, 2001). Ray Kroc, in 1954, believed this idea would make a great franchising business; he negotiated with the McDonald brothers to allow him to have exclusive franchising rights within the United States (Vignali, 2001)....   [tags: McDonald's, Marketing, Infomercial, Starbucks]

Strong Essays
1066 words (3 pages)

Starbucks Expansion in China Essay example

- Abstract This case study revolves around Starbucks ability to launch an aggressive expansion in China, a coffee frontier steeped in nearly 5,000 years of tea, Starbucks location-scouting skills and marketing savvy will be put to the test. This case study involves three questions: 1) Should Starbucks continue its expansion in China. 2) Will the Chinese be persuaded to drink coffee instead of tea after 5000 years of no consumption of coffee. 3) Will Starbucks current marketing plan work in China without advertising....   [tags: Business, Case Study, solution]

Free Essays
1734 words (5 pages)

Segmentation And Target Market : Starbucks Essay

- Segmentation and Target Market Starbucks is a company with a recognizable presence nationally and internationally. Starbuck reputations and on a multinational level is consistent of high quality items With more than 18,000 retail locations in 60 countries, the coffeehouse is the picture of success (Schoultz, 2014). In this paper I will discuss the demographic, psychographic, geographic, and behavioral characteristics of the major company. Also I will discuss the positioning statement needed for considering new markets and business strategies....   [tags: Dunkin' Donuts, Starbucks, Coffee, Target market]

Strong Essays
1371 words (3.9 pages)

Pacific Coffee Marketing Plan Essay

- 1. Introduction Our founder from Seattle was inspired by Hong Kong’s entrepreneurial spirit. He set out to make Pacific Coffee a community hub known for its informality and friendly attitude. Since the opening of its first coffeehouse in 1992, Pacific Coffee has provided world-class coffee to satisfy Hong Kong's growing demand for specialty coffee beverages, and served as a urban oasis for customers wishing to have a moment of peace in their busy, hectic life. 2. Existing Business Portfolio In addition to world-class coffee, great food and comfortable surroundings, Pacific Coffee also strives to bring our customers the ultimate communication services....   [tags: Marketing Essays]

Strong Essays
1192 words (3.4 pages)

Starbucks 's Supply Chain Strategy Essay

- 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]

Strong Essays
1078 words (3.1 pages)

Enviromental Factors For Starbucks Essay

- Starbuck’s Environmental Factors Starbucks has wide range of business activity. These activities allow the company to use numerous channels of product distribution. With the company operating in many locations throughout the world, environmental factors play a major role in marketing decisions. Each distribution channel is affected differently and the company’s flexibility in the marketing plan allows the company to adjust their strategies to meet the needs of the environmental factors that face them....   [tags: Case Study Starbucks Coffee Industry]

Strong Essays
1180 words (3.4 pages)