marketing plan for starbucks星巴克市场分析
星巴克的市场分析(精)
星巴克的市场分析(精)引言概述：星巴克作为全球知名的咖啡连锁品牌，向来以来都在市场上占领着重要的地位。
本文将通过五个大点来进行星巴克的市场分析，包括品牌定位、市场规模、竞争对手、市场趋势和市场策略。
正文内容：1. 品牌定位1.1 星巴克的品牌形象星巴克以高品质的咖啡和舒适的环境著称，其店内装修风格独特，给人一种温馨和舒适的感觉。
这种品牌形象吸引了大量的消费者，使得星巴克成为了人们心目中的高品质咖啡代表。
1.2 星巴克的产品定位星巴克提供的产品多样化，除了咖啡之外，还有茶、糕点等多种选择。
这种多样化的产品定位满足了不同消费者的需求，使得星巴克能够吸引更广泛的消费群体。
1.3 星巴克的定价策略星巴克的产品定价相对较高，但消费者愿意为其高品质和独特的体验支付更多的费用。
这种定价策略使得星巴克能够维持高利润率，同时也增加了品牌的高端形象。
2. 市场规模2.1 全球市场份额星巴克在全球范围内拥有大量的门店，覆盖了许多国家和地区。
其在全球咖啡市场的份额持续增长，成为了全球最大的咖啡连锁品牌。
2.2 中国市场的重要性中国是星巴克最重要的市场之一，其在中国的门店数量持续增长。
中国市场对于星巴克的发展起到了重要的推动作用，成为了星巴克全球市场扩张的重要引擎。
2.3 市场增长潜力随着中国中产阶级的不断壮大和对咖啡文化的接受程度提高，中国市场的咖啡消费规模将继续增长。
这为星巴克提供了巨大的市场增长潜力，也带来了更多的竞争对手。
3. 竞争对手3.1 国际竞争对手星巴克在全球范围内面临着来自其他咖啡连锁品牌的竞争，如雀巢咖啡、康宝莱等。
这些竞争对手也在不断扩大市场份额，给星巴克带来了一定的竞争压力。
3.2 中国本土竞争对手在中国市场，星巴克还面临着来自本土咖啡连锁品牌的竞争，如瑞幸咖啡、上岛咖啡等。
这些本土竞争对手通过定价策略和本土化的服务模式吸引了一部份消费者。
3.3 竞争对手的优势和劣势竞争对手的优势可能包括更低的价格、更广泛的门店分布和更多样化的产品选择；而竞争对手的劣势可能包括品牌知名度和高品质的咖啡体验等方面。
星巴克市场分析
星巴克市场分析一、市场概况星巴克是全球知名的咖啡连锁品牌，成立于1971年，总部位于美国西雅图。
目前，星巴克已经在全球80多个国家拥有超过30,000家门店，是全球最大的咖啡连锁企业之一。
星巴克以其高品质的咖啡和独特的咖啡文化而闻名，吸引了泛博消费者的爱慕。
二、目标市场1. 客户定位星巴克的主要客户群体是年轻人和城市白领。
他们注重生活品质，喜欢尝试新鲜事物，并且乐于支付高价位的产品。
他们对咖啡的品质和口感有较高的要求，同时也看重星巴克所倡导的咖啡文化和社会责任。
2. 地理定位星巴克主要定位于大城市和商业中心地区，如纽约、伦敦、上海等。
这些地区人口密集，消费水平较高，有较大的市场潜力。
三、竞争分析1. 主要竞争对手星巴克的主要竞争对手包括麦当劳、雀巢咖啡、雀巢咖啡等。
这些竞争对手在咖啡市场上也有一定的市场份额，并且具有较强的品牌影响力和供应链优势。
2. 竞争优势星巴克的竞争优势主要体现在以下几个方面：- 高品质的咖啡豆：星巴克注重选用优质的咖啡豆，并且通过自家的咖啡烘焙工艺，保证了咖啡的口感和品质。
- 独特的咖啡文化：星巴克提倡“第三空间”的概念，为消费者提供一个舒适、宜人的环境，让他们可以在这里放松、工作或者社交。
- 多样化的产品线：星巴克除了咖啡外，还提供各种茶饮、果汁和小吃等产品，满足了不同消费者的需求。
- 积极的社会责任：星巴克致力于可持续发展和社会责任，通过采购可持续种植的咖啡豆、减少环境影响等方式，赢得了消费者的认可和支持。
四、市场规模和趋势1. 市场规模咖啡市场是一个庞大的市场，全球每年的咖啡消费量超过4000亿杯。
星巴克作为全球最大的咖啡连锁企业之一，占领了一定的市场份额。
2. 市场趋势- 咖啡消费的增长：随着人们生活水平的提高和对咖啡文化的认可，咖啡消费量逐年增加。
- 咖啡文化的普及：越来越多的人开始接触和了解咖啡文化，对咖啡的品质和口感有更高的要求。
- 挪移定单和外卖服务的兴起：随着挪移互联网的普及，越来越多的消费者选择通过手机APP订购咖啡，并选择外卖服务。
分析星巴克的市场竞争战略
分析星巴克的市场竞争战略引言概述：星巴克作为一家全球知名的咖啡连锁企业，其市场竞争战略一直备受关注。
本文将从五个大点来分析星巴克的市场竞争战略，包括产品差异化、定价策略、品牌营销、渠道拓展和创新发展。
通过对这些方面的详细阐述，我们可以更好地理解星巴克在市场竞争中的优势和策略。
正文内容：1. 产品差异化1.1 提供多样化的咖啡和饮品选择：星巴克以其丰富多样的咖啡和饮品选择而闻名，能够满足不同消费者的口味需求。
1.2 强调高品质的咖啡体验：星巴克注重咖啡的品质，通过精选咖啡豆和独特的烘焙工艺，为消费者提供高品质的咖啡体验。
1.3 创新的产品研发：星巴克不断推出新品，满足消费者对新鲜感和创新的需求，如季节限定饮品和特殊口味咖啡。
2. 定价策略2.1 高价定位：星巴克将自身定位为高端咖啡品牌，通过高价定位来传递产品的高品质和独特性，吸引追求品质和体验的消费者。
2.2 不同产品线不同定价：星巴克根据产品的不同特点和目标消费者群体，采用不同的定价策略，以满足不同消费者的需求。
3. 品牌营销3.1 品牌形象建设：星巴克通过独特的店面设计、标志性的绿色标识和一致的品牌形象，塑造了一个高品质和舒适的咖啡文化形象。
3.2 社交媒体营销：星巴克积极利用社交媒体平台，与消费者进行互动，通过分享精彩故事和活动，增加品牌的曝光度和吸引力。
3.3 合作伙伴关系：星巴克与其他知名品牌建立合作伙伴关系，如与音乐公司合作推出音乐合辑，与慈善组织合作进行公益活动，进一步提升品牌形象和知名度。
4. 渠道拓展4.1 全球化战略：星巴克通过全球化战略，积极拓展海外市场，进入不同国家和地区，满足全球消费者对咖啡的需求。
4.2 多种经营模式：星巴克采用多种经营模式，包括直营店、特许经营和合资合作等，以适应不同市场环境和消费习惯。
4.3 线上线下结合：星巴克将线下实体店与线上购物平台相结合，通过线上订购和送货服务，提升消费者的购物体验和便利性。
星巴克的市场分析
星巴克的市场分析一、引言星巴克是全球最大的咖啡连锁企业之一，以咖啡为主打产品，拥有广泛的市场份额和品牌影响力。
本文将对星巴克的市场进行分析，包括市场规模、竞争对手、目标消费群体、市场趋势等方面的内容。
二、市场规模星巴克作为全球领先的咖啡连锁企业，其市场规模庞大。
据行业数据显示，星巴克在全球范围内拥有超过3万家门店，分布在80多个国家和地区。
仅在美国市场，星巴克就拥有超过1.5万家门店，占据了咖啡连锁市场的主导地位。
三、竞争对手星巴克在全球范围内面临着激烈的竞争。
主要竞争对手包括麦当劳、雀巢、康宝莱等大型跨国企业，以及一些地区性的咖啡连锁品牌。
这些竞争对手通过不断创新、扩大产品线、提升服务质量等手段来争夺市场份额。
四、目标消费群体星巴克的目标消费群体主要包括年轻人、白领和学生等群体。
年轻人是星巴克的主要消费者，他们对时尚、潮流和社交活动有较高的追求。
白领人群通常在工作日的早晨和下午是星巴克的主要客流时段。
学生群体则倾向于在课余时间或周末选择星巴克作为休闲场所。
五、市场趋势1. 咖啡文化的普及：随着人们生活水平的提高和对品质生活的追求，咖啡文化在全球范围内得到普及。
越来越多的人开始喜欢品尝咖啡，并将其作为一种生活方式和社交方式。
2. 健康与可持续发展：消费者对健康和可持续发展的关注度不断提高，这对星巴克等企业提出了更高的要求。
星巴克积极响应可持续发展的呼声，推出了一系列环保产品和倡导可持续种植咖啡豆的计划。
3. 移动支付的普及：随着移动支付的普及，越来越多的消费者选择使用手机支付购买咖啡。
星巴克积极推动移动支付的应用，通过推出星巴克手机应用程序和会员卡等方式提升用户体验。
六、市场策略星巴克通过多种市场策略来保持竞争优势：1. 产品创新：不断推出新品种、新口味的咖啡和其他饮品，满足消费者的多样化需求。
2. 门店布局：在人口密集的商业区、购物中心、交通枢纽等地开设门店，提高品牌的曝光度和便利性。
3. 营销活动：通过举办促销活动、合作推广等方式吸引消费者，提高品牌认知度和忠诚度。
星巴克市场分析
星巴克市场分析标题：星巴克市场分析引言概述：星巴克作为全球知名的咖啡连锁品牌，向来以其独特的咖啡文化和高品质的产品而闻名于世。
本文将对星巴克进行市场分析，探讨其在市场上的竞争优势和发展趋势。
一、品牌定位1.1 星巴克的品牌形象星巴克以“第三空间”的概念为核心，创造了一个舒适、温馨的环境，吸引了大量消费者。
其品牌形象体现在高品质的咖啡、优质的服务和独特的店铺设计上。
1.2 星巴克的目标消费群体星巴克主要面向年轻人和上班族等城市消费群体，他们愿意为高品质的咖啡和愉快的用餐环境买单。
1.3 星巴克的产品定位星巴克的产品线丰富多样，除了传统的咖啡之外，还推出了各种特色饮品和小吃，满足不同消费者的需求。
二、市场竞争2.1 竞争对手分析星巴克在中国市场的主要竞争对手包括喜茶、瑞幸咖啡等咖啡连锁品牌，以及餐饮集团如麦当劳、肯德基等。
2.2 竞争优势星巴克在市场上具有较强的品牌影响力和忠诚度，其独特的咖啡文化和店铺设计吸引了大量消费者。
2.3 发展策略为了应对市场竞争，星巴克不断创新产品，拓展线下门店和线上渠道，提升服务质量，加强市场营销。
三、消费趋势3.1 咖啡消费市场随着人们生活水平的提高和消费观念的转变，咖啡消费市场呈现出快速增长的趋势。
3.2 互联网+咖啡互联网技术的发展为咖啡行业带来了新的机遇，星巴克等咖啡连锁品牌通过线上渠道吸引消费者。
3.3 健康饮食趋势消费者对健康饮食的需求不断增加，星巴克推出了更多低糖、低脂的健康饮品，满足了消费者的需求。
四、市场扩张4.1 国内市场星巴克在中国市场的发展势头良好，不断扩大门店规模，开辟新的城市和商圈。
4.2 海外市场星巴克在全球范围内也取得了不俗的成绩，其品牌形象和产品质量得到了国际认可。
4.3 未来发展规划星巴克计划在未来继续扩大市场份额，加强品牌建设，提升产品质量和服务水平，实现可持续发展。
五、总结展望通过对星巴克市场的分析，我们可以看到其在市场上的竞争优势和发展趋势。
星巴克市场营销策划方案
星巴克市场营销策划方案第一部分：市场分析一、背景分析1.1 全球咖啡市场发展趋势随着全球生活水平的提高和消费观念的转变，咖啡消费逐渐成为人们生活中的重要组成部分。
全球咖啡市场呈现出稳定增长的态势，尤以欧美等发达国家市场火爆为主。
1.2 中国咖啡市场发展现状中国作为全球人口最多的国家之一，拥有巨大的市场潜力。
目前，中国咖啡市场正在迅速增长，但与发达国家相比，咖啡消费在中国仍然处于起步阶段。
1.3 星巴克在中国市场的表现作为全球最大的咖啡连锁品牌，星巴克在中国市场上表现出色。
自2001年进入中国以来，星巴克在全国范围内快速扩张，目前已成为中国最受欢迎的咖啡品牌之一。
二、目标市场分析2.1 目标市场定位星巴克的目标市场定位是中高端消费者群体，他们注重品质和体验，对咖啡有较高的认知度和需求。
2.2 目标市场细分根据消费者特征和需求，将目标市场进一步细分为以下几个群体：- 流行时尚人群：他们注重个性和品牌，在社交媒体上频繁互动，对新鲜事物有强烈的好奇心；- 白领和专业人士：主要由年轻白领和专业人士组成，他们追求高品质的生活方式，在工作和社交场合中喜欢享受咖啡；- 学生和青年人群：主要包括大学生和年轻职场入门者，他们经济实力相对较弱，但对时尚和潮流有强烈的追求。
三、竞争对手分析3.1国内竞争对手目前，中国国内的咖啡连锁品牌主要有雀巢咖啡、董小姐和瑞幸咖啡等。
这些品牌通过各自不同的特色和定价策略来吸引消费者。
3.2国际竞争对手除了国内竞争对手，星巴克还面临来自国际竞争对手的挑战，如雀巢、蒂姆霍顿和世界各地的咖啡连锁品牌。
第二部分：市场营销策划方案一、市场定位1.1 品牌定位星巴克在中国市场的品牌定位是“高品质、高价值”的咖啡品牌。
通过提供高品质的咖啡和舒适的环境，让消费者享受到与众不同的咖啡体验。
1.2 目标市场定位根据前面的市场分析，我们将目标市场进一步细分为不同的消费者群体，并制定相应的市场营销策略。
二、产品策略2.1 产品品质星巴克将继续保持高品质的产品标准，采用优质的咖啡豆和新鲜的配料，为消费者提供独特而美味的咖啡产品。
分析星巴克的市场竞争战略
分析星巴克的市场竞争战略引言概述：星巴克作为全球知名的咖啡连锁品牌，一直以来都在市场竞争中保持着领先地位。
本文将从产品定位、市场扩张、品牌形象和创新战略四个方面，详细分析星巴克的市场竞争战略。
一、产品定位1.1 高品质的咖啡产品星巴克一直以来致力于提供高品质的咖啡产品。
他们选择优质的咖啡豆，并通过精细的烘焙工艺，确保每一杯咖啡都能保持醇香的口感。
此外，星巴克还提供多种口味和配料选择，满足不同消费者的需求。
1.2 个性化的定制服务为了提供更好的消费体验，星巴克引入了个性化的定制服务。
顾客可以根据自己的口味喜好选择咖啡豆、糖浆和牛奶等配料，定制属于自己的咖啡。
这种个性化的服务不仅提高了顾客的满意度，还增加了品牌的忠诚度。
1.3 多元化的产品线除了咖啡产品，星巴克还推出了多种其他饮品和食品。
他们推出的茶饮、果汁和糕点等产品，吸引了更多的消费者群体。
多元化的产品线使得星巴克能够满足不同消费者的需求，扩大了市场份额。
二、市场扩张2.1 全球化战略星巴克通过全球化战略，积极进军国际市场。
他们在全球范围内开设了大量的门店，覆盖了许多国家和地区。
通过在不同国家的市场调研，星巴克能够更好地适应当地消费者的需求，提供符合当地口味和文化的产品。
2.2 加强市场渗透除了进军新市场，星巴克也在现有市场加强渗透。
他们通过增加门店数量，提高品牌知名度和市场份额。
此外，星巴克还采取了多种促销活动和营销策略，吸引更多的顾客，并提高他们的忠诚度。
2.3 与合作伙伴合作为了更好地扩大市场份额，星巴克与一些合作伙伴合作，共同开展业务。
他们与一些知名品牌合作，推出联名产品，吸引了更多的消费者。
此外，星巴克还与一些酒店、航空公司等合作，提供咖啡服务，进一步扩大了市场覆盖面。
三、品牌形象3.1 社会责任星巴克注重社会责任，积极参与各种公益活动和环境保护项目。
他们致力于推动可持续发展，采购环保产品，并支持咖啡种植地的社区发展。
这种社会责任形象不仅提高了品牌的声誉，还吸引了更多有社会责任感的消费者。
星巴克的市场分析
星巴克的市场分析引言概述：星巴克是全球知名的咖啡连锁店，以其高品质的咖啡和舒适的环境而闻名。
本文将对星巴克的市场进行分析，探讨其在全球范围内的竞争优势和市场策略。
一、品牌定位1.1 咖啡文化的引领者星巴克通过提供高品质的咖啡和独特的咖啡文化体验，成为全球咖啡文化的引领者。
其咖啡豆的选择和烘焙工艺严格把控，确保每一杯咖啡都能带给消费者最佳的口感和香气。
1.2 高端消费场所星巴克的店铺以其独特的设计和舒适的环境吸引了大量的消费者。
其店内提供免费的Wi-Fi和舒适的座位，成为人们工作、社交和休闲的理想场所。
这种高端消费场所的定位吸引了更多的消费者，提高了顾客的忠诚度和消费频率。
1.3 社会责任感星巴克一直秉持社会责任感，致力于可持续发展和社会公益事业。
通过推行公平贸易和支持农民的项目，星巴克赢得了消费者的赞誉和信任，进一步提升了品牌形象。
二、市场竞争优势2.1 全球化战略星巴克采取了全球化战略，迅速进入全球市场。
通过在不同国家和地区开设门店，星巴克能够满足不同文化和消费习惯的需求。
这种全球化战略使得星巴克能够在全球范围内拥有广泛的市场份额。
2.2 产品创新星巴克不断进行产品创新，推出新口味和新产品，以吸引更多的消费者。
例如，推出的季节限定饮品和定制咖啡，使得消费者能够体验到独特的咖啡文化。
产品创新不仅增加了销售额，还提高了品牌的吸引力和竞争力。
2.3 数字化转型星巴克积极进行数字化转型，通过推出移动支付和线上订购等服务，提升了消费者的购物体验。
消费者可以通过手机应用程序预订和支付，节省了时间和精力。
数字化转型使得星巴克能够更好地满足消费者的需求，增加了品牌的竞争力。
三、市场策略3.1 多元化产品线星巴克通过多元化的产品线满足不同消费者的需求。
除了咖啡以外，星巴克还推出了茶饮、果汁和小吃等产品，扩大了顾客的选择范围。
这种多元化的产品线使得星巴克能够吸引更广泛的消费者群体。
3.2 多渠道销售星巴克通过不同的销售渠道扩大市场份额。
MARKETING PLAN for STARBUCKS——星巴克的营销策划
Marketing Plan for StarbucksExecutive summaryStarbucks is one of the fastest growing coffee stores in the world now. It has built its market position with a linkage to customers by providing a place for them beside work and home, where people could relax and enjoy themselves. However, providing excellent customer service is not an easy task. I will briefly summarize problems that Starbucks facing and suggest what action should be taken to keep it in continuing improving customer’s satisfaction and strengthen its market position. Consequently, from the product periodic theory, starbucks are mature.The following is a vote for the reason of customers to choose Starbucks:1.Sorry, I don't like Starbucks at all.………………………………………………4%2.No like or not, I feel indifferent to Starbucks.…………………………………4%3.What is Starbucks?………………………………………………………………1%4.I just like Starbucks, but don’t know why.………………………………………1%5.I like Starbucks because of its tasty coffee.……………………………………12%6.I like the easy atmosphere in Starbucks.………………………………………34%7.I like the culture and the value of Starbucks…………………………………23%8.I like reading and surfing the Internet while drinking the coffee.……………13%9.I go to Starbucks because the most of my friends like there.……………………5%Current marketing situationCompanyStarbucks company is the largest coffee chain store in the United States. In a short span of twenty years, it has created a very valuable brand in the world. The core business of Starbucks is selling high quality and various types of coffee drinks, and it also has tow brands of bottle selling coffee drinks, Frappuccino and Starbucks double shot. A research shows that the revenue of Starbucks is growing by 20% per year and it is opening 3 stores per day over the world approximately. Starbucks has achieved a net increase in revenue of 2.4 billion dollars and it has expanded the business with opening 668 stores located in the different countries. Starbucks is successfully managing its operation through franchising in order to achieve steady market growth in Restaurant chain enterprises. In addition, Starbucks has achieve a competitive advantages by reducing delivery and management costs, shortening customer lines at individual outlets and increasing foot traffic for all the stores in every area.Picture1: Frappuccino picture2：Starbucks double shotMacro environmentIn China, per capital coffee consumption is increasing, but the income is on the decline in recent years. On the global scale, international coffee crisis due to overproduction, rising stocks, declining prices, elimination to coffee farms may result in a threat to Starbucks. As a result, Starbucks has to increase the price of coffee. Target customerStarbucks is able to meet a wide need of customers in different backgrounds and ages. The high quality coffee drinks, harmonious environment with good music, comfortable sofa and chairs, and warm services to attract consumers to pay for a cup of coffee and stay for a while. Starbucks mainly targeted at customers who has developed a strong brand to retain a large group of loyal customers.Competitors analysisMcDonald cafe introduced its espresso beverage products in 2001, and the price is relatively low than Starbucks. It affected Starbucks’ market share through providing various fast food at a low price. Although Starbucks still can maintain its dominant position in Restaurant chain industry, there was a 20% decrease in its value. The cost of Dukin donuts coffee drinks is about 20% lower than Starbucks. By selling donuts coffee drinks as its main products to attract customers. Dukin is national chain to serve fresh coffee, cappuccino, latte and other coffee drinks that similar to Starbucks provided. Other competitors are local small coffeehouse, and other new product line. Current market performance and objectivesPerformanceStarted in 1985, Starbucks with $400000 as seed money. After four private placements, it had financed $29 million and arrived on NASDAQ in June 1992. From now on, its average annual sale’s growth reached 20%, and the average annual profit’s growth reached 30% , stock’s price rose more than 30 times.ObjectivesStarbucks expects to achieve at least 6% growth margin in its store sales and expand its business with opening additional 1700 stores by the end of this year. Overall, the objective of Starbucks is to become a worldwide brand and further strengthen its mission to be the leading specialty coffee retailers in the world. Regarding to the aspect of customer service, Starbucks will continue promise of a perfectly made coffee, and goes far beyond to human connections.SWOT and issue analysisStrengthStarbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.The company generated revenue of more than $5000 million in the same year. It is a global coffee brand built upon a reputation for fine products and services. It has almost 9000 cafes in almost 40 countries. Starbucks was one of the Fortune Top 100 Companies to Work For in 2005. The company is a respected employer that values its workforce. The organization has strong ethical values and an ethical mission statement as follows：Starbucks is committed to a role of environmental leadership in all facets of our businessWeaknessStarbucks has a reputation for new product development and creativity. However, they remain vulnerable to the possibility that their innovation may falter over time. The organization has a strong presence in the United States of America with more than three quarters of their cafes located in the home market. It is often argued that they need to look for a portfolio of countries, in order to spread business risk. The organization is dependant on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise. OpportunityStarbucks are very good at taking advantage of opportunities. In 2004 the company created a CD-burning service in their Santa Monica (California USA) cafe with Hewlett Packard, where customers create their own music CD. New products and services can be retailed in their cafes, such as Fair Trade products. The company has the opportunity to expand its global operations. New markets for coffee such as India and the Pacific Rim nations are beginning to emerge. Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.ThreatWho knows if the market for coffee will grow and stay in favour with customers, or whether another type of beverage or leisure activity will replace coffee in the future? Starbucks are exposed to rises in the cost of coffee and dairy products. Since its conception in Pike Place Market, Seattle in 1971, Starbucks' success has lead to themarket entry of many competitors and copy cat brands that pose potential threatsMarket strategyTarget marketStarbucks has many categories of loyal customers who can be classified into different segments. As the research shows that women customer tend to drink Starbucks soffee than men about 40%, who will buy a cup of coffee from Starbucks in the morning before work, or meet up with friends to chat over a cup of coffee, and most of them will bring child to get some beverage. A majority of target customers are between 18 to 30 years old. Additionally, Starbucks appealed more to students and younger kids recently. So, under 18 years old group of people can be considered a brand new customer which Starbucks has never targeted before.Marketing positionThe market positioning strategy of Starbucks is aimed at providing high quality of service (high quality coffee store). Thus, Starbucks main chose the area near the offices, in order to attack more officers who have a large need of high quality coffee. In addition, the customers not only care about the quality of the coffee but also the atmosphere of the coffee store. In order to meet this mental need, Starbucks built its market position with a linkage to customers by providing a place for them beside work and home, where people could relax and enjoy themselves.Marketing mix1)ProductStarbucks offers a variety of beverages like coffee, hot chocolate, Frappuccinos, smoothies and bottled beverages like water. The company is best known for its coffee variety. In some areas the company also offers seasonal and holiday beverages like the “Eggnog Latte” in Christmas time.Apart from beverages, the company also offers food like pastries, sandwiches and salads. Starbucks merchandise like mugs, at-home brewing equipment like high quality coffee machines and whole bean coffee with fair-trade guarantee are also available. Within the last years Starbucks developed new products for non-coffee drinkers to attract new customers and therefore a bigger audience. Another way of attracting customers is the introduction of “Starbucks Entertainment”. Under this name the company offers a selection of music, for example the in-store music, books and films, by both, independent and popular artists.2)PriceUsually price and quality determines the value of the product. Starbucks always tried to deliver high value to the consumers by buying quality beans, assuring that their staff got effective and efficient training, and mostly, creating an environment to enjoy coffee. For this, the customer had to pay more.To keep the competitive edge, the company also began to offer $1 bottomless cup of coffee, which can be refilled any number of times and 50 cents less than any other Starbucks products. As the Starbucks news site sates, the company is also trying to implement other value added services like, introducing $3.95 "breakfast pairings," which includes breakfast items along with a coffee . This is to target the price conscious customers.In China, by local standards, Starbucks is a luxury. They never wanted to decrease their prices to China when they started. Coffee is not grown in China at large scales –at least not the Arabica beans. When comparing prices to USA, it varies between products depending from where the materials were obtained (locally or imported). 3)PlaceMostly Starbucks is in to direct supply channel (producer to consumer). With their line of vision such practice is important and it helps to keep a personal relationship with the customer. In US, particularly Starbucks can be found in any neighborhood where there is a potential high traffic for its stores –especially with “Coffee bar” concepts. Outlets can be found in various large chains. Their primary goal is to locate them in highly visible locations and opened them in clusters. It was the ideal place for the individuals who are on the go, who enjoy music or even looking for a break in a busy lifestyle.4)PromotionThe main strategy of Starbucks was not to spend money largely on advertising. They used the extra cash on acquiring the best area. Before opening a new store, they organize big community events highlighting each locations personality. Further such information was imprinted on cups and t-shirts as promotion activities.They also established “smart partnerships” with already known local representatives who would act as local ‘ambassadors’ to promote their brand. They introduced Starbucks Cards; aiming their valued customers to promote its products. While buying a gift card, the customer is not only shows brand loyalty, but it also provides free advertising, attracting new customers. They do deliver their services to offices without size restrictions (Starbucks web). Expanding their product mix, they ensure that they are appealing to a diverse customer base. Starbucks also contributes tonon-profit organizations as a way to improve brand image and awareness in local communities.Action programs✧In 2002, a report showed that including Christine Day, recognized thatCustomer’s service needed to be improved upon, and one idea to conquerthis problem was to invest $40 million annually in 4,500 stores.✧According to a survey of customers, 65% believed fast service was a key toattribute to their needs.✧In the past when we thought of adding more labor hours to our retail stores, wedecided against it due to the struggling economy, especially since labor wasalready our biggest expense.✧Another option instead of increasing labor hours is to increase the efficiency ofthe partners that we currently employ. We removed the nonvalue-added tasks,simplified the production process, and manipulated the store layout to take better advantage of store space.✧Additionally, we installed an automatic espresso machine that was faster, reducedwaste, and improved consistency while still fulfilling our customer’s needs. We want to continually implement the use of these machines in more of our stores Financial ForecastFourth quarter earnings are expected to be positive for Starbucks, according to Minyanville news. The coffee juggernaut has made massive business changes over the past year, trying to settle back into that golden formula that made Starbucks everybody's go-to spot for coffee. Not all shifts have been felt by the consumer, who is more concerned with the quality and the price of a cup of coffee, than antics and gravitational shifts made by the world's biggest coffee chain.The coffee juggernaut is certainly active and innovative enough, with good, bad, and questionable ideas to deserve a plus in earnings, but the company that once was welcomed with an open embrace by the public, for convenience, reliability, and cool quotes on their coffee cups, is now fighting the reputation of over-priced coffee and the perception of being a big, fat chain store cliche.ConclusionTo sum up, Starbucks achieved success in Chinese market in some aspects. The date presents that roughly 60% of the total is coffee beverage. So, the coffee is the dairy product of Starbucks. To be more competitive, the product in each store should be high quality and the staffs are required to be friendly and kind.What’s more, Starbucks should reduce waste making drinks to improve productivity and spend some money on customer loyalty program in order to retain customers and build relationships.。
星巴克市场分析
星巴克市场分析引言概述：星巴克是一家全球知名的咖啡连锁企业，以其高品质的咖啡和舒适的环境而闻名。
本文将对星巴克市场进行深入分析，包括市场规模、竞争对手、目标消费者、市场趋势和发展机会等方面。
一、市场规模：1.1 咖啡市场的增长：随着人们对品质咖啡的需求增加，咖啡市场呈现出稳定增长的趋势。
据统计，全球咖啡市场规模已超过5000亿美元。
1.2 咖啡连锁市场的竞争：星巴克作为全球最大的咖啡连锁企业，占据了相当大的市场份额。
然而，随着竞争对手的不断涌现，市场竞争日益激烈。
1.3 咖啡消费市场的地域差异：不同地区的消费者对咖啡的需求和口味偏好存在差异，星巴克需要根据当地市场的特点进行定位和调整。
二、竞争对手：2.1 全球咖啡连锁品牌：除了星巴克，还有一些全球知名的咖啡连锁品牌，如雀巢咖啡、康宝莱和蓝山咖啡等。
这些品牌通过不同的定位和产品创新来吸引消费者。
2.2 本地咖啡店：在一些地区，本地咖啡店也是星巴克的竞争对手。
这些本地咖啡店通常具有独特的风味和文化特色，吸引了一部分消费者。
2.3 快餐连锁企业：一些快餐连锁企业也开始涉足咖啡市场，通过低价和便利的优势来与星巴克竞争。
这对星巴克构成一定的挑战。
三、目标消费者：3.1 年轻人群体：年轻人对咖啡的需求增加，他们追求时尚、品质和社交体验，星巴克通过与他们的沟通和互动来吸引他们成为忠实消费者。
3.2 商务人士：星巴克的便利位置和舒适环境吸引了许多商务人士前来办公或会议。
星巴克提供的高品质咖啡和服务也满足了他们对品质和效率的要求。
3.3 咖啡爱好者：对于真正的咖啡爱好者来说，星巴克提供了多种咖啡豆选择和独特的手冲咖啡体验，满足了他们对咖啡品质和口味的追求。
四、市场趋势：4.1 健康和有机食品：随着人们对健康生活方式的追求，对健康和有机食品的需求也在增加。
星巴克通过推出健康食品和有机咖啡等产品来满足消费者的需求。
4.2 移动支付和线上订购：随着移动支付和线上订购的普及，星巴克也积极推动数字化转型。
星巴克的市场营销策划方案
星巴克的市场营销策划⽅案星巴克的市场营销策划⽅案 星巴克我们很多⼈都去过，它为什么那么成功呢，这其实跟营销也是分不开的。
下⾯⼩编为⼤家整理了关于，⼀起来看看吧： ⼀、前⾔ 随着消费⽔平的发展，⼈们的消费观念也有了很⼤的改变，越来越多的⼈开始追求⽣活的品质与情调，咖啡进⼊都市⼈的⽣活，以⼀种优雅的姿态吸引着都市中追求休闲和时尚的⽩领以及商务⼈⼠。
在北京，如果你是⼀位星巴克的发烧友，⼀定对星巴克摇曳的灯光、舒缓的⾳乐不陌⽣。
星巴克以其“第三空间”的休闲舒适消费观念在咖啡领域独占鳌头，从⼀间默默⽆闻的⼩咖啡馆发展成如今全球连锁的著名品牌，现在京城的⽩领没有不知道星巴克的，⼀杯咖啡或许就代表着他们追求的⼀种西式的⽣活⽅式。
星巴克正改变着⼈们的消费⾏为。
你可以不为吃饭，⽽只是去那⾥品尝咖啡和聊天。
为营造这种专业、休闲⼜浪漫的第三⽣活空间，星巴克对每家店⾯都突出五种感觉，特别讲究视觉中的温馨、听觉中⾳乐的随⼼所欲、嗅觉的咖啡⾹等。
星巴克向上攀升的速度确实是⾮同寻常，但是更特殊的是它推动公司品牌与业务扩张的⽅法，完全迥异于品牌开发的常规。
星巴克诞⽣于资本主义最发达的美国，它的主要产品是世界上最古⽼的商品——咖啡，它将⾃⼰的咖啡做成与众不同的、味道与服务质量永恒不变的、具有巨⼤品牌价值的产品。
星巴克吸引消费者的⼀个重要因素是其中西结合的氛围。
内部品味独特的⼈⽂环境——清雅的⾳乐、悦⽬的图画，⼤到中式家具和考究的西式吧台，⼩到咖啡制作和饮⽤器具，典雅、悠闲的氛围，既透着浓浓的中国传统⽂化，⼜保持着原汁原叶的美式风情，能使⼆者并⾏不悖，结合得如此天⾐⽆缝， 星巴克连锁店外观单纯从店周围的环境来考虑，但是其内部装修却要严格地配合连锁店统⼀的装饰风格。
每⼀家店本⾝就是⼀个形象推⼴，是星巴克商业链条上的⼀环，由美国的设计室专门为每⼀家店创造丰富的视觉元素和统⼀的风格，从⽽使顾客和过路客赏⼼悦⽬，达到推⼴品牌的⽬的。
星巴克市场分析
星巴克市场分析一、引言星巴克是一家全球知名的咖啡连锁企业，成立于1971年，总部位于美国西雅图。
它以高质量的咖啡和舒适的环境而闻名，并且在全球范围内拥有广泛的市场份额。
本文将对星巴克的市场进行分析，包括市场规模、市场竞争、目标客户、产品定位和市场趋势等方面。
二、市场规模星巴克是全球最大的咖啡连锁企业之一，其市场规模庞大。
根据最新的数据，星巴克在全球拥有超过30,000家门店，遍布80多个国家和地区。
仅在中国，星巴克就拥有超过4,000家门店，并且计划在未来几年继续扩张。
这显示了星巴克在全球范围内的市场份额和影响力。
三、市场竞争星巴克在全球范围内面临着激烈的市场竞争。
主要竞争对手包括麦当劳、雀巢和蒂姆·霍顿斯等。
这些竞争对手也在全球范围内拥有大量的门店，并且在咖啡市场上有一定的市场份额。
此外，随着咖啡文化的普及，许多小型咖啡连锁店和独立咖啡店也开始涌现，加剧了市场竞争的激烈程度。
四、目标客户星巴克的目标客户主要包括年轻人和白领阶层。
年轻人通常对时尚、潮流和社交活动有较高的关注度，而星巴克的咖啡店提供了一个时尚、舒适和社交的环境，吸引了年轻人的光顾。
白领阶层则通常对高品质的咖啡和便利的服务有较高的要求，星巴克通过提供高质量的咖啡和便利的咖啡店位置来满足这一需求。
五、产品定位星巴克的产品定位是高端咖啡和舒适的环境。
星巴克提供各种各样的咖啡饮品，包括浓缩咖啡、拿铁、卡布奇诺等，以满足不同顾客的口味需求。
此外，星巴克的咖啡店通常提供舒适的坐位、免费的Wi-Fi和友好的服务，使顾客可以在一个轻松的环境中享受咖啡。
这种高品质的产品和舒适的环境使得星巴克在市场上具有差异化竞争优势。
六、市场趋势在未来几年，星巴克面临着一些市场趋势。
首先，咖啡市场的竞争将进一步加剧。
随着咖啡文化的普及和消费者对咖啡品质的要求提高，越来越多的竞争对手将进入市场。
其次，挪移支付和外卖服务在咖啡行业中的应用将越来越普遍。
星巴克已经推出了挪移支付和外卖服务，并且将继续投资和创新以满足消费者的需求。
分析星巴克的市场竞争战略
分析星巴克的市场竞争战略星巴克是全球知名的咖啡连锁企业，以提供高品质咖啡和舒适的环境而闻名。
本文将分析星巴克的市场竞争战略，包括目标市场、竞争优势、定价策略和市场拓展等方面。
一、目标市场星巴克的目标市场主要是城市中的年轻人和白领阶层。
他们注重生活品质，愿意为高品质的咖啡和舒适的环境买单。
星巴克通过在繁忙的商业区、购物中心和大学校园等地开设门店，以便捷的位置吸引目标消费者。
二、竞争优势1. 品牌形象：星巴克以高品质、创新和社会责任感的形象深入人心。
消费者认为选择星巴克是一种时尚和品味的象征。
2. 产品和服务：星巴克提供多种口味的咖啡和茶饮，以及独特的食品和甜点。
同时，星巴克注重员工培训，提供专业的咖啡知识和优质的服务，为消费者营造良好的体验。
3. 门店体验：星巴克的门店设计温馨舒适，提供免费的Wi-Fi和舒适的座椅，吸引消费者在店内休息、工作或社交。
三、定价策略星巴克采用的是高价策略，以突出产品的高品质和独特性。
尽管价格较高，但消费者愿意为星巴克的品牌形象和产品体验买单。
此外，星巴克也推出会员计划和促销活动，吸引消费者增加消费频次。
四、市场拓展星巴克通过不断扩张门店网络来实现市场拓展。
除了在城市中心开设门店外，星巴克还进军购物中心、机场、火车站等交通枢纽，以及大学校园等地。
此外，星巴克还开设了“星巴克咖啡体验中心”，提供更加高端的咖啡品鉴和培训服务，以满足追求更高品质的消费者需求。
五、竞争对手分析星巴克在全球范围内面临着激烈的竞争。
主要竞争对手包括麦当劳、雀巢、蒂姆霍顿斯等。
这些竞争对手通过不断创新和扩张门店网络来争夺市场份额。
然而，星巴克凭借其品牌形象、产品和服务的优势，以及良好的门店体验，成功地在市场竞争中保持领先地位。
六、未来发展趋势随着消费者对高品质咖啡和舒适环境的需求不断增加，星巴克有望继续扩大市场份额。
未来，星巴克可能会进一步拓展市场，尤其是在新兴市场和中国等地。
此外，星巴克还将继续推动数字化转型，加强与消费者的互动，提供更加个性化的产品和服务。
星巴克营销策划方案结论
星巴克营销策划方案结论星巴克作为全球著名的咖啡连锁企业，一直以来都致力于提供高品质的咖啡和独特的消费体验。
通过对市场和竞争的分析，结合消费者需求和趋势，我们制定了一系列的营销策划方案，以进一步巩固星巴克在市场上的领导地位。
首先，我们将通过产品创新来增加消费者对星巴克的关注和忠诚度。
我们将引入新的咖啡口味和饮品，以满足不同消费者的需求。
此外，我们还将推出一系列与健康和环保相关的产品，以迎合现代消费者对健康和可持续发展的关注。
通过定期推出新产品、重新设计包装和进行广告宣传，我们将增加消费者对星巴克的兴趣和购买欲望。
其次，我们将进一步加强星巴克在社交媒体上的影响力和广告宣传的效果。
社交媒体已成为现代消费者获取信息和参与互动的重要平台。
我们将加大在社交媒体上的投入，与消费者进行更深入的互动，通过发布有趣的内容和活动，吸引更多的粉丝和关注者。
此外，我们还将与社交媒体上的意见领袖和专家合作，通过其影响力来推广星巴克的产品和品牌形象。
再次，我们将加强星巴克与合作伙伴的合作关系，以实现更大的市场潜力。
合作伙伴可以是其他零售商、餐厅或零食品牌，我们将通过与合作伙伴共同推出联合产品和活动，扩大品牌的知名度和影响力。
此外，我们还将与供应商紧密合作，确保咖啡豆的质量和稳定供应，以提供一致的产品质量和口感。
最后，我们将持续关注和回应消费者的反馈和意见。
星巴克一直以来都非常重视消费者的声音，通过定期的调研和反馈收集活动，我们将了解消费者对产品和服务的满意度，并及时做出调整和改进。
此外，我们还将加强员工培训和教育，提高他们的服务质量和专业素养，以确保消费者在店内获得良好的体验。
综上所述，通过产品创新、社交媒体营销、合作伙伴合作和消费者参与，我们相信星巴克能够进一步巩固其在市场上的领导地位。
我们将持续关注市场趋势和消费者需求的变化，并及时调整和优化我们的营销策划方案，以确保星巴克保持竞争优势并持续获得成功。
星巴克咖啡公司市场营销策略分析
星巴克咖啡公司市场营销策略分析摘录:本文的分析对象是星巴克咖啡有限公司,以下将通过其公司概况,市场营销中的优势\劣势,发展战略及组织结构进行阐述。
关键词：优质完美体验需求目录1、公司背景介绍2、公司组织结构3、公司市场SWOT分析4、公司营销战略及发展提议1.公司背景介绍1.1公司介绍星巴克咖啡公司于1971年诞生在美国西雅图一家靠咖啡豆起家的咖啡公司，自1985年正式成立。
它是零售、烘焙特色咖啡的世界一流公司。
星巴克公司是由美国的一家咖啡公司、台湾统一集团旗下的统一企业、统一超商与上海烟草集团卢湾烟草糖酒有限公司合作，共同在上海及其周边地区开设经营的星巴克咖啡门市。
在中国，星巴克的全称是统一星巴克咖啡有限公司。
20世纪70，首家星巴克店开张。
20世纪80年代，霍华德舒尔茨于1982年来到星巴克工作。
并且寻找到咖啡店的商机。
20世纪90年代，星巴克开始扩张自己的领地范围他先是在美国的其他地区开花，接着欧走向了整个世界。
其后，星巴克又向自己的伙伴提供本公司股票的买卖权。
21世纪，星巴克公司已经在30多个国家的6000多个地方设立了业务机构。
1.2品牌价值观星巴克公司出售的不仅仅是优质的咖啡、完美服务，更重要的是顾客对咖啡的体验文化。
星巴克认为他们的产品不但是咖啡，而且是咖啡店的体验文化，即专业、休闲又浪漫的“第三空间”体验。
星巴克一个主要的竞争战略就是在咖啡店中同客户进行交流，特别重要的是咖啡生成同客户之间的沟通。
并使喝咖啡不仅仅是一种生理需求，更成为一种情感需求。
1.3产品价值观经典咖啡和浓缩咖啡饮料、冰凉饮料、泰舒茶系列、食品。
星巴克对其产品品质的要求几乎到了疯狂的地步，从咖啡豆的精挑细选到烘焙磨制，无疑不是最严格的程序。
除咖啡外，还有默默诠释着咖啡的范畴，构成了和咖啡的完美味觉搭配，那就是星巴克的美食。
星巴克追求每一次推出的美食都能让人有全新的感受。
2.公司组织结构2.1商业组织结构根据世界各地不同的市场情况采取灵活的投资与合作模式，同麦当劳的全球扩张一样，星巴克很早就开始了跨国经营，在全球普遍推行三种：合资公司、许可协议、独资自营。
分析星巴克的市场竞争战略
分析星巴克的市场竞争战略1. 引言星巴克是全球最大的咖啡连锁企业之一，以其独特的咖啡文化和高品质的咖啡产品而闻名。
本文将对星巴克的市场竞争战略进行分析，包括其目标市场、竞争优势、产品定位、定价策略以及市场推广等方面。
2. 目标市场星巴克的目标市场主要是年轻人和都市白领。
年轻人对时尚和社交体验有较高的需求，而都市白领则对高品质的咖啡和舒适的环境有较高的要求。
星巴克通过不断开设新店、提供高品质的咖啡产品和舒适的店内环境，吸引了大量的目标消费者。
3. 竞争优势星巴克的竞争优势主要体现在以下几个方面：- 品牌形象：星巴克以其独特的咖啡文化和高品质的咖啡产品树立了强大的品牌形象，赢得了消费者的信任和忠诚度。
- 供应链管理：星巴克建立了高效的供应链管理系统，确保了咖啡豆的稳定供应和产品的一致性。
- 店内体验：星巴克店内环境舒适，提供免费的Wi-Fi和舒适的坐位，吸引了消费者在店内休闲、工作和社交。
- 社会责任：星巴克积极参预社会公益事业，并推行可持续发展战略，赢得了消费者的好感和支持。
4. 产品定位星巴克的产品定位是高品质的咖啡和咖啡相关产品。
星巴克提供多种口味的咖啡，包括浓郁的拿铁、香醇的摩卡等，满足消费者对不同口味的需求。
此外，星巴克还提供各种糕点、三明治和饮料等咖啡相关产品，为消费者提供更多选择。
5. 定价策略星巴克的定价策略相对较高，主要基于产品的高品质和独特的咖啡体验。
星巴克的咖啡价格相对较高，但消费者仍然愿意支付这个价格，因为他们认为星巴克的产品和服务是与价格相匹配的。
6. 市场推广星巴克通过多种渠道进行市场推广，包括广告、社交媒体、促销活动等。
星巴克在电视、杂志和报纸上投放广告，提升品牌知名度。
此外，星巴克还通过社交媒体平台与消费者进行互动，分享咖啡文化和产品信息。
星巴克时常举办促销活动，如买一送一、会员专享优惠等，吸引消费者增加消费频次。
7. 市场竞争策略星巴克的市场竞争策略主要包括扩张和多元化发展。
星巴克的市场分析
星巴克的市场分析引言概述：星巴克作为全球最大的咖啡连锁企业之一，在全球范围内拥有广泛的市场份额和知名度。
本文将对星巴克的市场进行分析，探讨其市场规模、竞争优势、市场定位以及未来发展趋势。
一、市场规模1.1 全球市场份额：星巴克在全球范围内拥有庞大的市场份额，其连锁店遍布全球80多个国家和地区。
1.2 咖啡消费趋势：随着人们生活水平的提高和对咖啡文化的认知度增加，咖啡消费市场呈现稳定增长的趋势。
1.3 新兴市场潜力：星巴克在新兴市场如中国、印度等国家的发展潜力巨大，这些市场对咖啡消费的需求不断增加。
二、竞争优势2.1 品牌知名度：星巴克作为全球知名品牌，其品牌形象深入人心，拥有强大的品牌忠诚度和消费者认可度。
2.2 产品创新：星巴克通过不断推出新品和创新的咖啡制作方法，满足消费者对多样化咖啡口味的需求，保持竞争优势。
2.3 供应链管理：星巴克建立了高效的供应链系统，确保咖啡豆的质量和稳定供应，从而提供一致的产品品质。
三、市场定位3.1 高端定位：星巴克以高品质的咖啡和舒适的店铺环境，定位于高端消费市场，吸引了一大批追求品质生活的消费者。
3.2 社交体验：星巴克注重为消费者提供社交体验，通过舒适的环境、友好的服务和个性化的咖啡定制，吸引了大量年轻人群体。
3.3 多元化产品：星巴克不仅提供咖啡饮品，还推出了茶饮、糕点等多元化产品，满足不同消费者的需求。
四、未来发展趋势4.1 拓展新兴市场：星巴克将继续加大在新兴市场的投资力度，进一步拓展其全球市场份额。
4.2 数字化转型：星巴克积极推进数字化转型，通过移动支付、线上订购等方式提升消费者体验，提高运营效率。
4.3 社会责任：星巴克致力于可持续发展和社会责任，通过推行环保措施和社区项目，赢得消费者的好评和支持。
综上所述，星巴克作为全球领先的咖啡连锁企业，凭借其庞大的市场份额、品牌知名度和竞争优势，成功占据了高端市场定位，并在全球范围内稳步发展。
未来，星巴克将继续拓展新兴市场，推进数字化转型，并承担社会责任，为消费者提供更好的咖啡体验。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
1Project 3 The growth strategy of the companyStarbucks in India“We aren’t in the coffee business, serving people,We are in the people business, serving coffee"------------- Howard Schultz CEOMC1y2, 2nd Semester AP Degree Marketing Management 2010Counsellor: Gitte Ovesen BeierholmGroup members: Cristina Alexandra Grindei, Alisha Khatri, Yunjing Lu,List of Contents1.Introduction (3)2.Problem formulation (3)3.Methodology and Limitation (3)4.Macro and micro Analysis (4)- 4.1 Country profile (4)- 4.2Company profile (5)- 4.3 Final Decision (7)5.Recommendation (7)- 5.1 Entry mode (7)- 5.2 Segmentation and target market (9)- 5.3 Suggested position and location (10)- 5.4Suggested Value chain (11)6.Conclusion (12)7.Reference (13)8.Appendix (14)21.Introduction:Starbucks Corporation has been the most successful coffee chain in the past years. The company has focused on creating a network of stores in US while opening new locations around the world.Nowadays, the recession is effecting the economy of the entire world badly, no exception for the coffee market. Starbucks, as the coffee chain giant, is seeking for a new market in order to keep the leader position in the industry. Meanwhile, at the other side of the world, in India, a country known for the tea consumption, coffee is becoming more and more popular. According to Euromonitor International, in 2009, the total volume of coffee in the Indian market was 44,209.8 tones, the fifth largest coffee consumption country in the world. So is India a possible future market for Starbucks?2.Problem formulation:Starbucks is considering going to India.How can Starbucks enter the Indian market?∙Is India an attractive market for Starbucks?∙What could be the best entry mode for Starbucks in India?3.Limitation and Methodology:The limitations of the project are the page limit and the restriction in contacting the company. Regarding the company data, the limitation is in focusing on the entire product range of Starbucks, so as a consequence we have choose to focus only on the two main products: coffee and tea.We have applied secondary data sources/quantitative data sources. The research method was the desk research. The theories used in the project are: the micro and macro analysis, the SWOT analysis, the entry mode analysis, segmentation and positioning, target market and value chain. We have used the theories to create an overview of the subject field and apply it for solving the project problem formulation.34.Macro and micro analysis4.1 Country profileEconomyIn 1991, the Indian economy experienced a dramatically growth after the government liberalized number of industries open to foreign investment, loosened approval requirements and allowed majority foreign equity ownership1. The economy had a growth rate of 5-7% in average since 1991 till 2007, but an industrial slowdown early in 2008, followed by the global financial crisis, led annual GDP growth to slow to 6.1% in 2009 (Appendix 1), but it is still second highest growth in the world among major economies.IncomeThe income per capita of Indians increased by 14.2% in 2006-20072. Per capita income at current prices was estimated at Rs29,642 in 2006-20073, compared to Rs25,9564 for the previous year. As a result of the increase in total income, the mean annual disposable income also increased by almost 150% from 1995-2007.Government and lawsThe introduction of VAT in India has been a key development. In April 2005, it was the vat was implemented in at a standard rate of 12.5%5. This new system Businesses will consequently have to raise prices to compensate for higher production costs and this will affect consumer spending.Competitive landscapeInternational companies such as Nestle India and Hindustan Unilever are the leaders in the coffee industry in India. Domestic players such as Tata Coffee or Barista Caffee are active in fresh ground1 Fact book CIA2 Data monitor/ Database/ bon online3 Euromonitor/ Database/ bon online4 Euromonitor/ Datebase/ bon online5 Euromonitor/ Database / bon online4coffee. No other domestic player was able to become established as an <Indian brand with their presence restricted to the southern states in India.Geographics and DemographicsIndia is the second most populated country in the world with a population of about 1.03 billion people.The age structure of India looks like this:0-14 years: 30.5% (male 187,197,389/female 165,285,592)15-64 years: 64.3% (male 384,131,994/female 359,795,835)65 years and over: 5.2% (male 28,816,115/female 31,670,841) (2009 est.) “Geographically speaking, India is located in South Asia in the Eastern Hemisphere. There are 25 states and New Delhi is the capital. The national language is Hindi and about 83% of the population speaks it. Other than that, India has 18 official languages primarily associated with the different st ates”6.4.2 Company profileStarbucks was established in 1971, Inspired by coffee bars in Milan, Italy, Howard Schultz7 wanted to introduce the coffee bar culture to America. Starbucks mission statement is to “establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow”.ExpansionStarbucks has grown at incredible rate since the opening of its first coffee bar. Now Starbucks has more than 16,000 retail outlets in more than 50 countries. Starbucks owns more than 8,500 of its outlets, while licensees and franchisees operate more than 6,500 units worldwide, primarily in shopping centers and airports. Starbucks specializes in quality coffee and other related beverages. “They sell quality coffee, Italian-style espresso beverages, cold blended6 Wikipedia7 The CEO of Starbucks5beverages and complementary food items, a selection of premium teas and coffee related accessories and equipment”8Swot analysisThe Starbucks brand gives the company a distinct competitive advantage over lesser known coffee brands. However, Starbucks’s business is highly sensitive to changes in customer traffic, and the current economic downturn would put downward pressure on the company’s margins. Therefore we need to analyze the company’s performance, both internal and external. An excellent tool for that is SWOT. (Appendix 2)Current financial situationThe general financial performance for Starbucks in 2008 was declining from previous years. The company recorded revenues of $10,383 million.Although the sale was increased in the last 4 years, the net profit income has decreased with 53.1 percent over 20079.Starbucks operates in three segments: the US, international and global consumer products group. However, the company reported its revenues by product type in 2008. The Four Categories are:9 Starbucks annual report/ 6During the year 2008, the beverage division recorded revenues of $6,663.3 million, an increase of 10.5% over 2007. The food division recorded revenues of $1,511.7 million in 2008, an increase of 13.4% over 2007. The coffee-making equipment and other division recorded revenues of $1,220.2 million in 2008 an increase of 7.4% over 200710. The whole bean coffees division recorded revenues of $987.8 million in 2008, an increase of 8.2% over 2007.Global ResponsibilityStarbucks is committed to being a deeply responsible company in the communities where it does business around the world. The Company’s focus is on ethically sourcing high-quality coffee, reducing its environmental impacts and contributing positively to communities. Starbucks Global Responsibility strategy and commitments are integral to the Company’s overall business strategy. As a result, Starbucks believes it delivers benefits to the Company and its stakeholders, including employees, business partners, customers, suppliers, shareholders, community members and others.4.3 Final DecisionConsidering India a very attractive and growing market and the analysis of the country and company profile, we have decided that Starbucks should enter the Indian market. We will analyze furthermore the strategies Starbucks should apply in order to enter the Indian market.5.Recommendation5.1 Entry modeStarbucks’ international strategy adapts to different markets to satisfy needs and requirements from every market, respecting its cultures and traditions. In order to enter Indian market, we are going to use the Root entry mode (Appendix 4). The model is divided in four groups: Internal, external factors, desired mode characteristics and transaction- specific10 Data montior/ database7behavior. Under the four groups there are 16 factors. We have decided to only look at most relevant factors for Starbucks, which are international experience, product differentiation advantage, intensity of competition and Market potential.∙Market potential:India has become one of the most exciting economies in the world with a huge increase in foreign investment and consumers who are willing to spend and spend. Due to massive outsourcing on the part of foreign companies especially from the United States, educated Indians are now presented with exciting career opportunities, excellent pay, and the confidence to spend more money. Time magazine reports that these new consumers command $10.5 billion in cash to burn. There could not be a more suitable time for the Starbucks to enter the Indian market.∙International experience:Starbucks is operating in more than 16000 locations in over 50 countries. Starbucks uses three entry modes that are joint venture, licensing and wholly owned subsidiaries.∙Product differentiation advantage:Starbuck should keep focusing on high-quality, because for our target group, price is not the most important thing which they might concern, a cup of fantastic coffee and a relaxing environment will impress them much more than a low-price. Starbucks also invests in extensive research and development efforts to develop new flavors, blends or even roast fusions.∙Intensity of competition:India coffee market is a growing market with large potentials, and because of that, it attracts lot of companies to enter, so the competition in the market is quite intense. The major competition for Starbucks in India at the moment is the Barista Coffee Co., which is an existing coffee shop branch in India, but Starbucks is expected to gain its market share for several reasons. The international popularity of the Starbucks brand will help the company step into the country.8Suggestion:Based on the analysis we made, we suggest Starbucks should apply joint venture. There are three main reasons. First, Starbucks lacked knowledge of the Indian market, so the company needs a partner who provides it country specific knowledge. Besides, Starbucks should have a fast expansion in India after the first test coffee house’s success ,so they need an international strategy that enabled its internationalization in a short period of time, the wholly-owned subsidiary strategy was unsuitable. Lastly, the Indian market is growing fast with several significant competitors ，Starbucks needs an entry mode that allowed higher control in order to face the competitive situation. Therefore, Starbucks should chose joint venture as entry mode.5.2 Segmentation and target group∙Profile:Age: under 16, 16-25, 25-35, 35-45,over 50Social class: upper, middle, skilled worker, unwaged∙BehavioralBenefits sought:low-cost, low-calories, health-oriented, taste-oriented, environment –orientedPurchase frequency: occasionally, loyal, during tour∙Psychographic:Geograohic: urban, countryTarget group:Since Starbucks has a wide product range, which includes hot drinks like coffee, tea, cold drinks like Frappuccino, coffee beans, hot and cold sandwiches, pastry and snacks, and the target group varies between different products, for instance, tea is mainly consumed by the health-focused people while Frappuccino is trying to catch the young people who value the taste most. However, because of the words limits, we will just focus on Starbucks main product—coffee.9The target group in India market is the young both male and female from the ages of 16-35 which come from middle class to upper middle class population. This market is well educated and gourmet. The geographical position of the target market is the consumers who live or work in the vicinity of the proposed locations for the Starbucks Coffee shops.The secondary target markets are the tourists in the areas. Tourists will recognize Starbucks, as it is a multinational company, as most tourists in India come from the countries of U.S., England, Germany, and Japan. This market will also fall in the middle to upper middle class population and will find the Starbucks India prices relatively cheap.5.3 Suggested Position and locationStarbucks coffee shops should be located in centre urban, near to center locations, technology companies, major tourist hot spots, colleges and universities, and shopping centers, where are near the population centre, so the target group can get Starbucks easily.Suggest location: New Delhi as the capital city and the centre of economy, culture and polity of India, would be the first choice for Starbucks to launch. The Starbucks in New Delhi should be located in Connaught Place, a large commercial shopping area in New Delhi. Most of the call centers and big companies are also in the Connaught Circle. New Delhi is the nearest big city to the world famous Taj Mahal, therefore also being the popular place for tourists from all over the world.5.4 Suggested value chainInbound Logistic:The coffee beans and tea will be bought from local Indian farmers in order to support the local agricultural economy, save money in transportation and avoid tariffs. But high-quality should be ensured to maintain Starbucks brand name. These goods will then be transported to the Starbucks roasting plant located near the New Deli via India vast and10efficient railway system.(see appendix 3) Equipment and other necessary supplies will be shipped from the United State.Operation: Starbucks can use a local partner to help it recruit talented employees, set up supplier relationships, locate suitable store sites.Starbucks should also hire regional marketing specialist who will handle the laws and customs for Starbucks.Outbound logistic: There are 3 ways the Starbucks products can be reached by the customer:1. The customer can get the fresh and high quality coffee at their retails stores.2. Starbucks can sells their product in major restaurants, United Airlines and other specialty accounts that do not fall under the retail business customer.3. Customers can order from the internet or the mails.Marketing and sales:Types of available media for marketing purposes are in India are very similar to those of the United States, which include everything from newspaper advertising to television ads. The promotion for the store has to be very focused on our target markets. Billboard advertising on the roads leading to the store locations is a good way to increase awareness of the locations. Direct mail advertising with promotional coupons will be used to reach the homes of the target market. Sales brochures offering delivery services will be sent to the local call centers and big companies.Service:Starbucks must customize their menu to fit the tastes of the Indians. A new menu will be formulated after several months of research and development. There are some common tastes preferences of the Indians known already.For example, Indians tend to take more cream in their coffee. Also, the skim milk optionwill not be offered in India because dieting is not a commonly accepted practice in thecountry. Indians will feel that they are being cheated out of their money if skim milk isput in their beverages. Indians also like spices in their tea and coffee, especially gingerand black clove. One of India’s favorite fruit flavors in mango, and in fact the mango isIndia’s national fruit.11Administration:Starbucks India will be a privately incorporated business with horizontal organization. Each store may have a manager and three to five employees that will rotate shifts depending on the rush during the day. Starbucks believes in an open and friendly work environment and all employees of Starbucks refer to each other as partners.6.ConclusionThe main purpose of our project is to find out if Indian market is attractive for starbucks and how could Starbucks enter it. From the country profile and company profile we made, it shows that India is a very attractive, potential market for Starbucks, because of the raising coffee consumption and the growing market. On the other side, Starbucks has plenty international experience and their current capability is perfectly suitable to expend business to India....based on relevant theories and analysis tools, we made a marking plan for Starbucks which includes a target group (age between 16-35) in Indian market, an efficient value chain, a suitable entry mode (joint venture) and a suggested location (New Delhi) for the first test coffee house.127.Reference/Portal/Magazines/Topic.aspx/smash/get/diva2:121498/FULLTEXT01https:///library/publications/the-world-factbook/geos/in.htmlGlobal marketing 4th edition by Svend HollensenPrinciple and Practice of Marketing by David JobberLogistics & Supply Chain Management: creating value-adding networks by Martin Christopher138.AppendixAppendix 1:14Appendix 2:SWOT analysisStrength：∙they have sole ownership of the Narino Supremo beans, which is considered to be one of the highest coffee beans in the world∙good reputation of quality(company name..)∙Largest and best known of coffee house chains∙Product diversification∙Established logo, developed brand, copy right, trademarks∙Company operated retail store, no franchise, quality guaranteed∙High visibility locations to attract customers∙Valued and motivated employee, good work environment∙Good relationships with suppliers∙Industry market leader∙Strong financial foundation∙Big market（Germany is the second largest coffee consumption country, and coffee is the most popular drink in Germany ）Weakness:∙High product price∙No commercial advertising promotion∙Lack of internal focus(too much focus on expansion)∙Self cannibalization∙ Cross functional managementOpportunities:∙Expansion into retail operations∙Develop more healthy product∙Become more of a socially responsible brand∙Also sell music CD’s and linked with clubs (e.g. book clubs) etc in German marketThreats:∙Intense competition∙Market saturation∙Costumer trends toward more healthy ways and away from caffeine∙Raw material cost rising∙Recession or downturn in the economy affects consumer spending15Appendix 3:Appendix 4:16。