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The answer may come as something of a surprise! More so, Starbucks Association meet community needs through promotion across China through coffee ground environment program, construction of school buildings and participating in beach cleaning. Indeed, focus on relevant marketing strategy used by Starbucks that has contributed to the company’s strong financial performance and the company’s enhanced competitive advantage among its competitors in its global expansion. Considerably, the decision making process in use of marketing tools is influenced by prevailing market conditions, degree of competition, economic conditions, growth targets and interactions with its subsidiaries in order to meet customer demands. Escalation of Trade Tensions Between China and US Could Significantly Boost China’s Retail Stocks ; Starbucks’ China growth story. In 1970s, the first Starbucks coffee shop opened. China is currently the second largest market for Starbucks outside of the U.S. Starbucks’ pricing strategy in China, which the company estimates will be its second-biggest market after the United States by 2014, is tied to local business costs such as labour and commodity costs, infrastructure investment, currency and real estate, the company said in a statement emailed to Reuters. Hire verified expert. More especially, Starbucks management focuses on its increased convenience to attract market share, based on the increased levels of capacity and flexibility, operating costs, revenues, operations, competitive advantage, and importance to supply chains. With increased strong link with the local coffee production, effective management within Starbucks lead to the expansion of the company operations to the rest of the Europe as it found market location effectively and efficiently without depending on the consultancy of local third party assistance. Kotler (2000), defines product as tangible and intangible product produced  to fulfil the needs of consumers. As the leading coffee outlet in the UK, Starbucks enjoys a high level of brand awareness and recognition even for its new coffee brands to suit customer needs. As a result, Starbucks has increase market opportunities as it invested five million US dollars in the year 2005 spent on China Education Project through corporate social responsibility in China western and central areas in September 2005. To compare the marketing entry strategy that gives competitive advantage to Starbucks over its competitors in China and in the UK. As a remarkable company, Starbucks Coffee Company has grown into a global brand since its founding in 1970 in Seattle, the United States, concentrating on increasing customer satisfaction by treating each customer with respect and dignity. 1) CHINA: If there is one company that should have failed in China, it would be Starbucks.China has thousands of years of history drinking tea and a strong culture associated with it. 1, Issue 2, PP. Remarkably Starbucks plans to expand its coffee shops through its ambitious expansion to sustain marketability and market share by creating more jobs and increasing revenue. More significantly, it is through the establishment of marketing channel that the company seeks to make its products accessible and available to its consumers in the growing market. Notably, Starbucks is the only global brand that has dedicated itself to the expansion within China and has focused greatly on offering favourable prices for their different coffee flavours (The Wall Street Journal 2010). As a result, a distinctive feature based on unique products offered by individual companies seeks to attract consumers in the highly competitive market. This is despite the coffee cups being made in China and sent to the U.S. To be successful in running an international business, there is need to focus on quality operations management through strategic critical decisions in the product and design decision. Ho: No changes with the international marketing strategies used by Starbuck Corporation internationally. More importantly, the use of secondary data analysis in carrying out this research would be viable as compared to other research methods. More so, Starbucks market strategies seek to attract an increased number of customers considering that it targets those from both the wealthy elite high class customers and middle class consumers. Their knowledge, organized way of business left a good impression on customers’ mind. Price. Notably, the firm adopted a pricing strategy that was highly competitive against its competitors as a way of achieving increased market presence in the UK market thus gaining favourable competitive edge. Han and Zhang (2009) explain how China changed its culture of consuming tea as Starbucks’ tussle enter the country food and beverage market in 1999. Indeed, Starbucks remain as one of largest and most recognized coffee industry in the global scale because of its efficient expansion and management approach, specifically in their market mix to suit the locations. More significantly, existence of French and Italian coffee markets made it essential for suitable location it is through Starbucks Corporation marketing channel in the UK  that its products in the conveniently located stores remained accessible and available to its consumers in the UK market (Giddens 2002). As a result, case study on researchers focus on Starbucks coffeehouse strategically located within the reach of its customers especially in distinct locations within, Taiwan, Beijing, Hong Kong ensure an easy analysis of the study findings. Figure 4.2: Rossiter and Percy grid – Starbucks (Kotler 2009). Considerably, the inductive approach is suitable because it involves development of theories by increasing understanding of a particular topic. Boston Spa, Indeed, market expansion of Starbucks in China and the UK is a great opportunity to learn how embracing cultural diversity leads to increased success and expansion. Notably, the product variation strategy favoured Starbucks as it faced competition from its competitors perceived to have  the best Arabica coffee beans in the market. More so, the UK market uses a prototype strategy used in Starbucks within North American markets as opposed to one used in European countries. Saunders et al. According to analysts, compared to other countries in … More essentially, the entire research will focus on peer reviewed secondary sources from officially audited publications based on Starbucks international marketing strategies. Considerably, the increased levels of demand for coffee in China has established a strong brand loyalty for Starbucks coffee that allows for the company to sustain competitive advantages as compared to its competitors thus have a market opportunity to charge a premium price for its coffee products to their clients. More considerably, Starbucks operations management consider the use of sample different varieties of coffees from the free sample the baristas as a way to give the customer a chance to judge its advancements based on the experience they just had as their feedbacks give an opportunity for suggestions on new products. Indeed, it is choice of suitable strategy determines reliability and feasibility of the study as multi-method strategy, remains the best strategy for the nature of this study. The company’s strategy to enter the UK market can be described as one that provide latest trends in the coffee market to meet changing needs and demands of their consumers through Starbucks adopted marketing mix in the UK. Remarkably, Starbucks management have been able to introduce a relaxing and friendly environment for its clients away from workplace and home wherein their can relax or conduct business. It is therefore essential to use research data collected comes from peer reviewed journals because they are audited before publication, and this improves the reliability of the research. Considerably, company’s successful market entrance into the UK was vital as it played a significant role as it led to increased establishment of more than 500 stores for the Starbucks Company in Europe. Plog (2005) explains how Starbucks in China has levelled the tea and coffee drinking culture by increasing the number of coffee drinkers and using the company’s worldwide branding, despite the critics’ assumptions of the company’s collapsing after its introduction into the market. Furthermore, price is an adjustable component of marketing because it can increase or decreased based on the break even point and quality of product offered. Starbuck’s main market is the UK is influenced by the company offers employees who are considered partners in the well structured company stock plan even as Starbucks coffee shops management offer increased as job opportunities in the UK. Strategy Clock: Starbucks. Even as, the management decided to maintain its standardised coffee blends as it faced competition from Costa coffee as it introduced other flavours than the Americanised coffee drinks (Witkowski 2005). More considerably, Starbucks Corporation uses public relationship campaign and promotion to increase its strong brand as it seeks to ensure customers understand the products that the company is offering in the UK market. Carry out research on competition faced by Starbucks in China and UK market? It charges 20% higher prices in China compared to other parts of the world. As a company, focused on building increased customer satisfaction the operations of Starbucks Coffee outlet internationally seeks to provide great work environment and treat every customer with respect and dignity. More significantly, both companies focused on cultural promotion of selling coffee based on its unique brand and gaining competitive advantage over its competitors (Starbucks Corporation 2014). Notably, use of qualitative secondary research study is more suitable over the collection of quantifiable data in this research as it uses quantitative comparative analysis of the research thus providing depth information (Saunders et al., 2007). The company currently have locations in 90 Chinese cities and employ over 25,000 people in China. Saunders et al. More significantly, as Starbucks Corporation seeks to establish increased market presence of its products, the company carries out advertisement of its product in its diverse target market so as to create high level of brand awareness and recognition even for its newly innovated products in its key markets as it is set to grow its market. Starbucks products are sold at much lower prices in the US than in China, even with tariffs and transportation costs added. More notably, the chain of outlets seeks to use the right market mix based on the price, product, location and promotion to ensure market profitability. More importantly, it has attracted customers by introducing broad-band internet access within its prestigious coffee lounges to enable people to keep in touch with their business or hold meeting while enjoying in their coffee offers. Starbucks defended its pricing strategy in China, saying that its higher prices were attributable to its higher cost of doing business in the country than in other markets. (2003), describes Starbucks entry into China has one influenced by increasing disposable income leading to viable competitive leads in the intermediate to prolonged term. With the analysis of Starbucks entry into UK we can conclude that Starbucks has used top-notch standardisation of the marketing mix in order to achieve increased market expansion. Notably, price remains as an essential component that gives the firm an opportunity for a competitive advantage because choice of suitable pricing strategy from competitors achieves increased market presence. More remarkably, the increased levels of establishing a strong brand loyalty allows for the company to sustain competitive advantages as compared to its competitors and give them the market opportunity to charge a premium price for its coffee products to their clients. Figure 4.3: Marketing Mix Quantified of Starbucks in the UK (Author 2014). Notably, there is establishment of over 570 business stores, in different cities within China depict Starbucks use of most successful market access approaches it has ever applied. As a result, the operations manager’s decision in the choice of an outlet location in the entire UK market was also influence by operations management costs, rent costs, transportation cost, as well as human resource accessibility within the area. Carry out research on Starbucks international marketing entry strategy used both in China and in the UK? The summary of the market strategy entry regarding the overall standardisation degree is shown below. With the existence, of international companies including Starbucks Corporation that operate globally there is an upsurge in increased challenges experienced based on different cultural issues that influence company growth as it tries to manage cultural peculiarities. Describe Starbucks use of international marketing strategies to gain competitive advantage in the new markets? As a result, Starbucks focus has been moving from being a profit-making business as it engages in corporate social responsibility within China in corporation projects in the country and district parts. Premium Pricing involves setting the prices of products higher than comparable products. H1: There are changes with the international marketing strategies used by Starbuck Corporation internationally. "Starbucks In China Pricing Strategy" Essays and Research Papers . Communicating price increases effectively is crucial to a successful price hike, and managing customer perception is a key part of the Starbucks strategy. With increased profitability in Chinese market the focus shifted from expansion in the US to China  leading to continued store openings and establishing new coffee bars in Beijing, Tianjin, Shanghai, Guangzhou and Shenzhen as the largest market outside of the US (Starbucks Corporation 2014). Starbucks releases details about how it confronted disruption to its business in China and guidance for other companies to prepare as COVID-19 continues to spread. However, they knew just how to put a higher price and yet get their targeted market to buy their coffees without thinking twice. As an analysis, this study is qualitative in society. Starbucks has come a long way since it established its first store in China in January 1999. Indeed, there will be an increased market performance even as Starbucks strive to remain competitive in the beverage industry and ensure marketability, by providing high quality products with increased provision of affordable cost, timely delivery and flexibility amongst its competitors. As Starbucks struggled with its entry into China it focused on attracting more customers as it offer increased outstanding roast of high quality whole coffee beans that was highly recommended by its consumers. Starbucks business strategy is based on the following four pillars: 1. Starbucks stock slipped earlier this week despite a strong earnings report as the company said more than half of its stores in China were closed and that the closures would have a … Unlike its competitors, Starbuck’s management always seeks to provide high quality products in all their international market with increased provision of their products based on affordable cost, timely delivery and flexibility. More notably, use of secondary research, remain viable in this research as it gives valuable information based on research studies conducted in an ethical manner as per Coventry University guidelines to avoid cases of plagiarism. As a company that seeks to establish a strong regional market, research on Starbucks Corporation is based on its consumers ranging from high level income and low level income earners. More so, Starbucks will always increase in market share, profitability and productivity as it provides suitable products because of its business enterprise’s success based on the high quality, reliable products and service leading to fulfilment of the company’s mission, vision and objectives. As differences in geographic location, culture, tradition and other factors affect market profitability, it is necessary to adjust and adapt diversified strategy in each country. Promotion through advertisement introduces brand awareness and induces consumers as a way of retaining its customers and attracting new customer (Kotler, 2000). Over the years, coffee consumption has significantly gained popularity in the UK as Starbucks stands out as a distinct outlet that allows various people in the different choose freely from the stores broad range of coffee products. Starbucks marketing strategy in China was based on customization in response to diverse Chinese consumer target segmentation. Starbucks Pricing Strategy - Introduction The pricing strategy of Starbucks has become dynamic in the recent years as it attempted to adjust its pricing to meet changes in the cost of raw materials as well as shifts in the purchasing power of the market during the … This research study focuses on Starbucks’ ambitious goals focused on international market expansion research on the international marketing entry strategies used by Starbucks both in its successful China and UK market to remain essential. As a result, Starbucks promotes cultural diversity in different regions through its workers who aim to connect with different cultures and thus grow consumers with that enthusiasm. More significantly, the conducting of research based on secondary sources and case study the research is likely to face limitations as it is based on previous findings. Through use of research philosophy the researcher remains creative and innovative in choice of research method based on knowledge arising from human experience and including use of discrete quantifiable objects. Prices are set after evaluating the brand position and market demand among the customers. More so, distribution channels influence placement of products through retailers wholesalers, as the end consumers access the goods easily. More so, analysis of Starbucks management in China shows adoption of market mix strategies focused to reduce cost and increase customer accessibility in different locations. 51 - 60 of 500 . More significantly, this research seeks to provide a critical explanation on the international marketing strategies used by Starbucks in its expansion in China and UK. LS23 6AD, Tel: +44 0844 800 0085 $35.80 for a 2-page paper. The premium pricing strategy of the company aimed at improving its brand positioning in the Chinese … However the results have sometimes, unexpectedly appeared to be more challenging thus, it is worthy to examine the causes and their effects. The customers were willing to pay a higher price for the brand name. With the increased use of promotional strategy, Starbucks Corporation has created a brand image to differentiate itself from its competitors, through internet advertisement and coffee shop advertisement where it gains access to internet users as the increased technology makes it the best channel to introduce and increase sales levels of new and existing products and service. Starbucks is known for its premium service and premium products. H1: There has been an impact learnt from model of Starbucks ideas in its expansion globally in China and UK. Notably, there are peer reviewed journals that focus on Starbucks expansion market strategy in China and UK, which has led to the creation of competitive advantage. More significantly, Starbucks Company priced its blended speciality coffee at an affordable price that is lower thus affordably both low and high income earners as compared to that offered in competitor’s shops at an average mark price of £2, (Farra and Bell 2006). Speciality coffee is an example of one of the key products offered by Starbucks as it seeks to offer it services at a high standard of excellence in all aspects of purchasing, fresh delivery of coffee and roasting in all its outlets worldwide. Starbucks defended it pricing strategy in China saying that its higher prices were attributable to its higher cost of doing business in the country than in other markets. The Starbucks Company has adopted consumers user-friendly, reasonably priced and enjoyable coffee products that remain affordable and available to its consumers at all its regional locations using same market entry strategy in the UK Market a (Thompson and Arsel 2004). Save my name, email, and website in this browser for the next time I comment. As a result, the operations manager of Starbucks not only takes into consideration the availability of supply but also consider cost-effective as well as product placements, time efficiency and storage approach in the achievement of the enterprise’s achievements to become one of the most recognized coffee market industry. Reach the audience you really want to apply for your teaching vacancy by posting directly to our website and related social media audiences. More significantly, location decisions in China remain closely tied to expansion to the Southern and Northern areas based on organization’s strategies, especially the increased convenience to attract market share, based on the increased levels of capacity and flexibility, operating costs, revenues, operations, competitive advantage, and importance to supply chains (Fackler et al. This study offers an in-depth analysis on the closedown of a Starbucks café, a foreign firm, and its penetration in the China. As a result, there was a change in the Chinese culture, the middle class used coffee as a better substitute to tea as it was brewed by highly trained baristas who bring the product to life from high-quality gourmet coffee beans, as they are able to make a coffee drink, understand and explain the diverse coffee varieties. Boston House, In January 1999, Starbucks opened its first store in mainland China at the China World Trade Building located in Beijing. “Starbucks Entry to China” Starbucks modified its menu and tried to localize its brand name by selling some food items. It is usually used to boost profits in areas where the customer is happy to pay more. After Howard Schultz took over the reins of the company, Starbucks experienced exponential growth expanding all over the US and also spreading to international markets like Japan, Europe and China. As a result, Starbucks Corporation seeks to effectively compete with its competitors by brewing the best coffee that is retailed to its consumers at an affordable and competitive price. As a result, they’ve developed a premium pricing strategy as well. Without a doubt, the issue of cultural influences that affects all aspects of life ranging from social, political, and economic perspective in nature affect company global expansion. Considerably, Starbucks marketing efforts, increased customer satisfaction in the Chinese market and made consumers choose Starbucks as the coffee outlet of their choice. Starbucks Marketing Strategy. In research studies the choice of interpretivism in research philosophy determines the research approach, because it can be classified as either deductive or inductive research approaches. Considerably, use of secondary research, remain viable in this research as it gives valuable information in the marketing strategies used by Starbucks. Notably, use of positivism research philosophy ensures that research information used can be quantified because researcher ensures adequate evaluation of different methodologies and methods so as to identifying the limitations of different approaches during research. As a company that seeks to remain competitive in the beverage industry and ensure marketability, Starbucks shifted focus to Chinese buyers, who had been interested in good quality coffee as a norm led to shop extensions all over China. More so, Starbucks management offers a guaranteed promise to its customers giving them samples before making a choice on their preferred flavor to fully satisfying their customers as they promise a coffee drink the way they want it. Notably, in 1998 market entry of Starbucks showed increased accomplishments in the European market which lead to take over of 65 Seattle Coffee Company shops in the UK. In addition, the company has developed a positive effect on its clients by influencing customer choices from its brands as compared to that of other competitors in the industry by use of the sales promotion strategy thus retaining its customers and attracting new customer. On the other hand, research interpretivism remains more aligned to social science as it is based on the assumption that reality is created inter-subjectively, thus requires the better understanding of different variables and entities (Saunders et al. The corporation has plans to open 500 new stores in China by the end of the year. As a topic that has been reviewed, research case study on Starbucks Corporation marketing strategy using secondary research would deem suitable to carry out this research, because it give explanatory study by focusing on marketing strategies applied in China and UK. Starbucks Coffee Outlet, which focused on building its market share, competitiveness and efficiency, started in the 1970s as a single shop offering high-quality coffee and brewing goods. Increased success was achieved through company efforts to introduce coffee drinks faced stiff competition from tea consumption, which is an immediate substitute for coffee. 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