星巴克中国营销策略分析 英文.doc

星巴克中国营销策略分析 英文 nTitle page CONTENTS1.Introduction .2.Methodology .3.Situational Analysis current strategies . Strategic CapacibilityValue chain and value network analysisStrategic Fit Analysis4.Segmentation Targeting & Positioning (STP) .5.Differential advantages/weaknesses .USP. SWOT. PESTLE.6.Recommended objectives and goals (SMART).7.Recommended Marketing Strategies and Programmes.8.Conclusion.9.Bibliography.Executive Summary 1. IntroductionI will use several strategy analysis models like PESTEL, 5 Forces, Value Chain and SWOT to make an all-round assessment of Starbucks Corporation in mainland China.Starbucks Corporation was founded in 1971, it is the one of the worlds leading professional coffee retailers, roasters and brand owners. In 1987, the current CEO Mr. Howard Schultz bought Starbucks. In June 1992, as the first professional coffee company,Starbucks successfully became a listed enterprise. Starbucks has long been committed to provide customers with the highest-quality of coffee and services, it has created a kind of unique Starbucks Experience, so as to let Starbucks become a warm and comfortable "Third living space" of people around the world besides their workplace and residences. At the same time, the company continues to hold a variety of activities to realize its social responsibility, make contributions to communities and the environmental protection, reward partners and farmers in coffee producing areas. Starbucks is optimistic about the great potential of Chinese market, it is committed to make China become the largest international market outside the United State in the near future. Since the first Chinese store was opened in Beijing in January 1999, Starbucks has opened more than 250 stores in the mainland till now. In September 2005, Starbucks China Education Project has been established to help improve educational situation especially in the western region. By the end of 2005, Starbucks set up Starbucks Enterprise Management (China) Co.Ltd. in Shanghai, which is mainly responsible for the strategic development of greater China market,as well as market development and operations.2.MethodologyI will use a variety of methodologies to lay a solid foundation of my research on Starbucks business in mainland China.I will apply some theories which I have learned from class, use both qualitative and quantitative research method in my case study of Starbucks China.Besides I will do some surveys, correlational experiments, field studies and specific statistical measurements,etc.Then I will provide a series of data in the report.3.Situational Analysis current strategiesStarbucks has long been committed to provide customers with the highest-quality of coffee and services, it has created a kind of unique Starbucks Experience, so as to let Starbucks become a warm and comfortable "Third living space" of people around the world besides their workplace and residences. At the same time, the company continues to hold a variety of activities to realize its social responsibility, make contributions to communities and the environmental protection, reward partners and farmers in coffee producing areas. Strategic CapacibilityThe following table assesses the main capabilities of Starbucks US including both tangible resources and intangible resources ,Table : The main capabilities of Starbucks USTangible ResourcesPhysical Resources- Retail stores Good location Professional Coffee Equipment Human Resources - Management team Professional Trained staffFinancial Resources-Investments Stock Shares Acquisitions Intangible Resources -Intellectual CapitalBrand Patent Reputation DesignEmployee relationship Organizational culture AmbienceGood partnership Techniques Value chain and value network analysisTable : The value chain and value network of StarbucksSupport Activities ：Firm infrastructureThe worldwide coffee stores, Products distribute worldwide. Provide high quality of coffee. Human resource managementRecurring the people who really interesting in coffee Provide professional training to employees. Provide full health care to staffTechnology developmentProvide diversity productions, developing new flavor coffees. Use special equipment toroasting and brewing coffeeProcurementPurchase green coffee beans. Use purchasing arrangements to control the coffee supplies. Primary activitiesInbound LogisticsImport coffee beans from the suppliers over the world. Operation Grind coffee beans, roasting and brewing. Packaging the coffee.Outbound LogisticsWell coordinated distribution with retailers and stores.Marketing and salesPartner with other corporation to distribute the coffee over the world.ServiceAs the third place” coffeehouse experience with digital and social media Strategic Fit AnalysisAccording the previous analysis , the opportunities and threats existed at present. There follows some opportunities: First, partner with other beverage companies such as coca-cola,to create new coffee flavors or other new beverages. Secondly, by selling special CDs to customers and provide digital music for download could emerge a profit growth point.Besides, building partner relationship with other international brands will be extended to the international sphere. As the aspect of threats, firstly, the threats posed by many international giants enter the retail coffee industry, especially the chains restaurant, provide cheaper price coffee. Secondly, coffee beans price increased by limited conditions, like weather or export restriction, bring Starbucks increasing costs of raw materials. Indeed, the market is becoming saturated, intensifies the coffee store competition further. In the current global economic depression, how to occupying the market, take larger market sharing for make more profit is also a tough challenge for Starbucks. Furthermore, how to Increase the efficiencies and effectiveness in operating and managing cannot be ignored. According to my research,as the most successful coffee retailer of the world, Starbucks takes differentiated marketing strategy, it depends on mouth to mouth promotion rather than advertising much，and it receives high brand loyalty by customers through experiential marketing.In terms of switching costs to customers , it continues with differentiated marketing strategy to sell innovative products and the unique pleasure of the Starbucks experience to customers , the customers will have corresponding loss if they convert to another coffee shop. addition, the serious quality requirements of Starbucks coffee, as well as a high level of service standard, rewarding activities to loyal customers , which are all increase customers switching costs.The strategy of distribution channels is also a critical success factor of Starbucks.Finally, the cost advantage. Starbucks has been committed to new product development and innovation, and has accumulated technical advantages of coffee extraction, the control of this new technology is a scale-independent cost advantages, the technology to manufacture the barriers to entry, can resist the new entrants competitive threat.4.Segmentation Targeting & Positioning (STP)Segmentation Brand Cost Food Coffee DemandsStarbucks High Western disserts American The third place Costa High Western disserts British RelaxMacDonalds Medium Fast food American take-awayBlue Bay Medium Western&Eastern meals Italian Convenient85°C Low Western disserts Italian take-awayNo.1 Low Western&Eastern meals American Low price TargetingAt the beginning,Starbucks had positioned its customer group as middle class and higher class. The main group of customers are the ones who pay attention to the life attitude , so the product price is relative high and Starbucks used high quality products and good service to keep the customers. However during the operation,Starbucks found that the customers range is obviouslybigger than the expected customers.However their pursuits are consistent-to get relaxed and enjoy elegance.PositioningStarbucks China has positioned itself as a third place besides the customers home and workplace. They hope every starbucks store is simple and comfortable. Except for wooden chairs and tables, there are also soft sofas.Some starbucks stores even provide plugs for consumers to use notebooks or walkmans. Starbucks stores also provides free wireless internet access. To build a humanistic lifestyle is the pursuit of Starbucks China.It focuses on combine American coffee culture and local characteristics. At the same time it also adheres to the principle of providing nice space for friends.5.Differential advantages/weaknesses USPIf a corporation wants to create its brand, it must develop certain products with brand characteristics, this development process must include superior quality and perfect design. Since 1971, Starbucks has been using the golden "Siren" logo and it symbolizes elegance.While Starbucks insisted on a perfect design and positioning, it does not ignore the product quality. It uses several methods to guarantee the product quality such as united raw material distribution, tightly controlled product temperature, well-recognized product brand / packaging and so forth.As for Starbucks corporation culture, it is a kind of American coffee culture, emphasizing the independence, freedom and relax. Promotion is the core task of Starbucks Chinas brand strategy and is also the most changeable and subminiature marketing strategy. Starbuckss promotion strategy is as follows:First, advertising. Most Starbucks promotional advertising makes use of usual media ( radio, newspapers, magazines, social networks)and promotional marketing in branch stores, such as billboards,leaflets,POP, and staffs sales . As for the advertising in store, it could deepen customers impressions and of course, the counter staff could be better express advertising messages directly to customers so as to make promotional activities more successful. In termsof public relations, there is a so-called PR department in Starbucks headquarter is the so-called public relations department, which is responsible for keeping contacts with managers of each outlets and customers. Receptionists have the responsibility to know customersdemands, They walk around the eating area and care about customers from time to time, at the same time they try hard to provide best service or host birthday parties for children. Last but not least, Starbucks launches all kinds of sales campaigns in every branch restaurant every month in different provinces. SWOTStrengthsBusiness model: according to different market situation all over the world, it takes flexible mode of investment and cooperation.Using "experience" : Starbucks thinks its products is not only a cup of coffee,but also the experience of the coffee shop. In addition, Starbucks coffee is better at bringing outside the "experience", such as atmosphere management, personalized store design and warm light, soft music and so on.Products: Starbucks mainly sells coffee and coffee beans, in addition, what Starbucks actually selling is a kind of taste and feeling, also called intangible atmosphere, Starbucks gives people a kind of extremely fashionable feeling, which is different from other coffee shops.Location: Most stores are located in business circle or stations.In addition to sell coffee to people, they also provide a place for short rest. WeaknessesLocalization problem :Any enterprise from abroad into Chinas market must consider the problem of localization, Starbucks China is no exception.On the one hand, it should consider the developing policy and market, the imperfect laws and regulations, and the whole social credit system has not yet established in China. For Starbucks, it must carefully look for partners, adjust development strategy and choose localization model, which includes management mode, the cooperation and product mode .Money problem: Starbucks stores location are always follow such a pattern - busy section of the city with expensive rent fees. It is well known that Starbucks is a luxury for the public in mainland, in order to ensure the customers, the location is of much significance. It needs a lot of money to develop new stores. OpportunitiesUnify Chinese market :The management mode of Starbucks China firstly takes the form of licensing partners in the authorized regions. Starbucks headquarters receive franchisor patent fees, and grant Starbucks trademark to them, extracting the business income of a small amount of fixed percentage of the commission. Just a few short years time, Starbucks China become one of the bright spots in the global business of Starbucks. So if these agency righrs could be returned back unified back and continue to develop on the basis, Starbucks Chinas catering market position would be immeasurable.Grasp the initiative: Recently, global Starbucks CEO Howard Schultz claimed that Starbucks would change Chinas business model - stop franchise, recycling, Starbucks will change as wholly owned and operated in China. And the plan will make China Starbucksthe largest overseas market, the number of stores increase from the current 100 to more than 500, more than Canada and Japan.ThreatsPotential risks after rapid expansion: Newly opened stores have huge investment pressure. At the same time, as Starbucks d