Starbucks Marketing Hao Zhang Sijia Chen Robert Rossfeld

It was just a small coffee shop in 1971. This coffee just sold coffee beans.

In 1987, Howard Schultz purchased Starbucks and started to make Starbucks the best coffee shop in the world.

Starbucks in the world

Success of Starbucks In the world, there a lot of different brand coffee store, why Starbucks is the most successful. Through research, we can know why it would be successful.

Flexible investment and different cooperation mode • Like Mc. Donald's global expansion, Starbucks began very early transnational business in the world, generally adopted three-business structure: joint ventures, licensing agreements, self-owned. Starbucks' strategy is more flexible; it will take the appropriate model of cooperation based on market conditions throughout Asia. Starbucks model of cooperation with the rest of the world, there are four situations: • 1. 100% stake in Starbucks, for example, in the UK, Thailand Australia; • 2. Starbucks accounted for 50% stake, such as in Japan, Korea and other places; • 3. Starbucks shares representing less, generally about 5%, for example, before China's Taiwan, Hong Kong, Hawaii and replenishment of Shanghai and other places; • 4. Starbucks does not account for the shares, purely authorized to operate, such as in the Philippines, Singapore, Malaysia and Beijing; •

"Customer-oriented" • Starbucks is one of the main competitive strategy is to communicate with customers in the coffee shop, with special emphasis on communication between the customer. Each attendant must undergo a series of training, such as basic sales skills, basic knowledge of coffee and coffee making skills. Required waiter can be a premonition each customer's needs.

Environment of Starbucks Store • Starbucks also strongly emphasized the American consumer culture; the customer can freely talk and laugh, even moving furniture, random combinations. Such experience is part of the Starbucks marketing style.