星巴克国际营销案例分析.doc

星巴克问题一：请使用PEST评估星巴克在中国的市场潜力Political environment 1 With the Chinese economy increasing, Chinas middle class gradually grow and become the main consumer groups.The middle class in China has rapidly accepted Western standards as an acceptable standard of the bourgeois class2The long-term economic development, the gradual reduction of government intervention efforts, and gradually improve the legal system, which provide a stable environment for economic development, China and the United States has broad prospects for cooperation.经济环境1. The growth of the national economy is growing rapidly, and the income level of the residents is improved2. A huge market potential: coffee consumption in China in the city, the average per person per year is 4 cups of coffee consumption;The Chinese governments support of luxury consumption 3. Coffee industry investment: (1) the market opportunity: first tier cities are still fierce competition, high cost of running a shop, the risk of large. Two or three line city market is more broad, high success rate of coffee shop. (2) a lot of investors in the first tier cities to join in the choice to open shop.4 Western brands own high brand loyalty.社会文化环境1 consumption conception：Chinese consumers accept purchases of luxury goods as a means topursuing quality lifestyles, and no longer consider it to be decadent or indicative of a lack of a nationalistic orientation：2the culture of drinking tea，3 Chinas middle class Accept the coffee, like coffee 。Potential consumers consumption atmosphere of the cafe and the environment, they will consume in the cafe some ancillary products, therefore potential consumers still have a lot of coffee shop。4 Differences in consumption concept between North and east coast regions of China led to regional partnerships to aid in Starbucks plans for expansion in China; the partnerships provided consumer insight into Chinese tastes and preferences that helped Starbucks localize to the diverse markets.技术环境1 The impact of information technology: the progress of information technology can enhance the efficiency of management of Starbucks chain operation, so that Starbucks headquarters can quickly grasp all stores in the world in a short time management status, and effective guidance.2 Payment innovation：Starbucks and Square Inc., a partnership, the Square positioning technology, using a mobile phone order, at the end of this month, the background system will then send the bill to consumers, payments can be automated.问题二：请探索不同的市场进入观点，选择最适合星巴克的方式。Exporting A Indirect export refers to the export of products by enterprises through their own intermediate business. The middlemans existing sales channels and keep the advance and retreat the flexibility of the international market and changes to the international marketing channel need not assume a variety of market risk, more suitable for the first export of small enterprisesB direct export refers to the enterprise has its own foreign trade department, or the use of the target countrys intermediate business to engage in the export of products.Get rid of dependence on intermediate business, develop their own international business talents, accumulate experience in international marketing, improve the visibility of products in the international market.Take more risks, business volume may be relatively small, low economies of scale, entry and exit of firms international market and marketing channel of the lack of flexibility2 Licensing定义：P181ProsTo avoid tariffs, quotas, etc.Licensees are granted considerable autonomy and are free to adapt the goods to local tastesConsLicensors have limit control of the market.Licensees might grow up to be competitors after the licensing agreement is over3. Joint venture定义：P185ProsSharing financial and political risksForeign partner can use it to learn the local market.To achieve synergy by combining different value chain strengths.To bypass the Buy national rulesConsCosts from coordination and control issues with partners Potential conflicts between partners in the fields of company culture and third-country market.Partner might evolve into a strong competitor.3 Investment via ownership or equity stakeThe most extensive form of participation investment that results in majority or 100 percent ownership fully control the whole management and sales, independent dominate the profits, the technological know-how and business secrets not easy also lost. Big demand of capital investment Larger political and economic risks, such as currency, foreign exchange control, the government confiscated.-Use joint venture and Licensing in first-tier citiesthe culture of drinking tea and the strange to the Chinese market,by joint venture and Licensing can avoid political risks and barriers to trade and legal restrictions, at the same time can also collect all kinds of information, you dont have to take too much risk in foreign markets.-Investment via ownership or equity stakeStarbucks brand in China to set up and stable, and the required data collection has been completed, starbucks can start gradually through Investment via ownership or equity stake in China, has come to further open the market in China. Form the case ,Starbucks global brand is valuable and maintaining brand integrity is a fundamental focus in Starbucks internationalization efforts. Investment via ownership or equity strengthen the control of starbucks, especially on the quality and brand identity to do the best control.问题三：请使用STP解释星巴克对中国的营销策略Segmentation1.Demographic Segmentation The northern and the eastern coastal developed districts of China First tier cities such as Shanghai, Beijing, Guangzhou and other second tier cities, such as Chengdu.2 Psychographic SegmentationSuccessful idealists.：The pursuit of taste, the sublimation of the soul and the enjoyment of the brand symbolic meaning of the eliteAffluent materialists and Comfortable belongers :Pursuit of fashion, emphasize outstanding self style, gregarious, advocating carpe diem, the creation of value, distinctive personality, but also easy to be herd mentality3 Behavior segmentationCoffee lovers:Have higher request for coffee, often drink coffee, and enjoy coffee knowledge and cultureCoffee consumers randomly:do not love nor dislike,Consumption of coffee is often more of a leisure or social needs instead of coffee.Coffee excluded:Never drink coffee, and actively refused to coffee, rarely choose coffee in cafes, would rather choose tea or other drinks instead of coffee.Targeting The target market is First tier cities and second-tier cities, mainly eastern coastal developed are area，The crowd is consist of upper-middle class receiving higher education, coffee lovers and coffee random consumer with high income，mainly of them are Successful idealists and Affluent materialists and Comfortable belongers。Positioning1.The Third Placeexperience：Prospective Starbucks customers in China could look forward to what Starbucks refers to asThe Third Placeexperience2.The Starbucks experience：Starbucks experience feeling romantic, middle class for the mainstream consumer groups affordable luxury, an oasis heart spirit, leisurely the combination of social activities. 3.Insure brand consistency and maintaining brand integrity：When Starbucks opens a new store in an emerging market like China,the best baristasare sent for the launch and to conduct training of the baristas who will carry on when once the launch has completed。The baristas in China acted asbrand ambassadorsto help embed the Starbucks culture in the new market and ensure that high standards for customer service and product quality are maintained at each new and established local store.问题四：请通过一个详尽的4P计划为星巴克落实中国的市场策略ProductFirst, differentiation strategy. According to consumer age, gender, region of the demand for the taste of the coffee is divided into different tastes, so that every customer can be found for their own coffee. According to the introduction of new seasonal menu, summer Iced Coffee, winter supply of hot drinks, elegant and comfortable environment.Second, innovation strategy. Combined with Chinas tea culture, to further integrate into the tea elements, continuous innovative products.Third, brand strategy. Maintain brand identity and brand integrity, and deliver Starbucks culture in the localization. High quality control over coffee and food is required to make sure that the customer is at the top of the Starbucks coffee and food.Price1、Starbucks used the method of psychological pricing. The price index is quality, taste and high-grade. Starbucks use the cultural connotation of coffee to determine the price.2、Geographical pricing: Starbucks can unify the price for primary and secondary cities, but in the secondary cities pricing can be appropriate to send some additional items.3, Product mix pricing: similar to western fast food, combine coffee and small sales in some period of time. 4, Promotional pricing: provide a certain discount for the customer with a large number of consumption. 5, Differential pricing: personalized products lead to differential pricing. Placement1.Starbucks use Licensing and franchising as well as direct ownership to entry China market，which can build its brand and ensure the advantages of the coffee quality and guarantee the enterprise culture. Starbucks culture determines its direct marketing model. 2. location in crowded places of downtown center. Starbucks strive to let customers find its intimate services anytime and anywhere. Mature, stable business circle are the important factors Starbucks considers.Promotion1. full range of brand experienceCultural experience: unique coffee culture;Emotional experience for customers to create a life, work, in addition to the third space, lets the customer in the exchange of feelings, relieve fatigue, relax mood, so as to bring spiritual satisfaction.Spiritual experience: in order to create a romantic coffee, romantic and customers, feeling romantic atmosphere, buck in the layout of the environment under a lot of effort, personalized store desig