Business Case Starbucks
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MACAU UNIVERSITY OF SCIENCE AND TECHNOLOGY FACULTY OF MANAGEMENT AND ADMINISTRATION AVENIDA WAI LONG, TAIPA, MACAU SAR
BUSINESS CASE
Marketing Strategy of Starbucks in China
Conducted by Group 6 郁嘉奇 瀋譽超 林 允 伍啓鴻 劉章琪
In Partial Fulfillment of the Requirements for the Course
International Marketing
Submitted to Lecturer Michelle Liu December 9, 2010
Contents
Page Chapter 1 Chapter 2 Introduction Starbucks Background
Brief Introduction Name Origin Starbucks in China
1 2 2 2 2 3 3 4 6 7 7 10 11 12 12
Chapter 3
Marketing Strategy
Market Segmentation Target Market Positioning
Chapter 4
Place Strategy
The “Third Space” Suggestions
Chapter 5
Conclusion The Division of Teamwork Thanks
1
Chapter 1 Introduction
There is a saying ‚When I am not at home, I am in the coffee stand; but if I am not in the coffee stand either, I am on the way there.‛ These words are surely from petty bourgeoisies, or known as ‚Xiaozi (小資)‛ The coffee stand in this sentence is not others, but the Starbucks. Based in Seattle, the U.S.A., Starbucks is the largest coffeehouse company in the world, with over 17,800 stores in 49 countries. Among all the stores, 11,000 stores are in the US, constituting the overwhelming majority. Starbucks came to Mainland China in 1999. After years of expansion, the total number of stores in Greater China is over 600 now. Starbucks adopt a place strategy named ‚third space‛ in China. This report will analyze the current situations of Starbucks in China first, to find out the segmentation, target market and position (STP) of Starbucks. And then we explain the ‚third space‛ strategy and show how it works together with the STP situation. In the ending we make some suggestions to Starbucks and draw a conclusion.
1
Chapter 2 Starbucks Background
Brief Introduction
Starbucks is the largest chain coffeehouse company in the world, with over 17,800 stores in 49 countries. The first Starbucks store is opened in Seattle,...
BUSINESS CASE
Marketing Strategy of Starbucks in China
Conducted by Group 6 郁嘉奇 瀋譽超 林 允 伍啓鴻 劉章琪
In Partial Fulfillment of the Requirements for the Course
International Marketing
Submitted to Lecturer Michelle Liu December 9, 2010
Contents
Page Chapter 1 Chapter 2 Introduction Starbucks Background
Brief Introduction Name Origin Starbucks in China
1 2 2 2 2 3 3 4 6 7 7 10 11 12 12
Chapter 3
Marketing Strategy
Market Segmentation Target Market Positioning
Chapter 4
Place Strategy
The “Third Space” Suggestions
Chapter 5
Conclusion The Division of Teamwork Thanks
1
Chapter 1 Introduction
There is a saying ‚When I am not at home, I am in the coffee stand; but if I am not in the coffee stand either, I am on the way there.‛ These words are surely from petty bourgeoisies, or known as ‚Xiaozi (小資)‛ The coffee stand in this sentence is not others, but the Starbucks. Based in Seattle, the U.S.A., Starbucks is the largest coffeehouse company in the world, with over 17,800 stores in 49 countries. Among all the stores, 11,000 stores are in the US, constituting the overwhelming majority. Starbucks came to Mainland China in 1999. After years of expansion, the total number of stores in Greater China is over 600 now. Starbucks adopt a place strategy named ‚third space‛ in China. This report will analyze the current situations of Starbucks in China first, to find out the segmentation, target market and position (STP) of Starbucks. And then we explain the ‚third space‛ strategy and show how it works together with the STP situation. In the ending we make some suggestions to Starbucks and draw a conclusion.
1
Chapter 2 Starbucks Background
Brief Introduction
Starbucks is the largest chain coffeehouse company in the world, with over 17,800 stores in 49 countries. The first Starbucks store is opened in Seattle,...