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Chapter Three The Existing Marketing Strategy of Starbucks in Xuzhou.7
3.1 Brand Strategy.7
3.2 4Ps....7
3.3Five Forces Analysis10
3.4 SWOT Analysis..13
Chapter Four Marketing Research: Interview and Questionnaire..16
4.1 Interview...16
4.2 Questionnaires....16
Chapter Five Adjusting Part Marketing Strategy of Starbucks in Xuzhou...21
5.1 Analysis on the Marketing Research21
5.2 Adjusting Part Strategies...21
Chapter Six Conclusion.23
6.1 Main Results and Key Conclusion of This Article....23
6.2 Suggestions For Other Local Companies...23
6.3 Limitation of This Paper....24
Reference...25
Appendix1 问卷问题...26
Appendix2 访谈问题...28
An Analysis on the Marketing Strategy of Starbucks in Xuzhou
Chapter One Introduction
1.1 Background and Meaning of the Research
1.1.1 Research Background
As the society develops, economy grows and material life is enriched, people tend to consume more kinds of goods, so the consumption structure is also quietly changing. In the past, people's consumption mostly concentrated on the material life to meet their basic necessities of life; Recently, the proportion of consumption to meet a variety of people's spiritual life is increasing. From the perspective of consumers, they not only focus on the performance and quality of products and services, but also pay more attention to getting spiritual pleasure from the process of consumption; from the perspective of business, the real-life experience of consumers buying products and services has become one of the most important factors of corporate marketing, which will influence consumers’ buying. Therefore, all business enterprises start to focus on the spiritual needs of consumers, and present their spiritual marketing. For Chinese people, the consumption of "coffee culture" is a spiritual and cultural consumption, infecting consumers to need a cafe atmosphere, forming a good interaction to meet consumers’ spiritual needs. So far, Chinese coffee market has had broad prospects, and competition in the coffee industry is increasingly fierce.
Marketing Strategy, regarded as a unique market competitive strategy for enterprise, has been subject to all kinds of attention from study researchers to business people. It can not help companies transcend the advantages of its products and services, but also allow companies to form strategic product portfolio to ensure business strategy implemented steadily. Since Starbucks in Xuzhou has been established, it has made good results in Xuzhou and the store is also extended to three shops. However, compared with Starbucks in other cities, Starbucks in Xuzhou still has many deficiencies, such as insufficient outstanding brand image, lack of promotional efforts and so on. Now the market competition faced by Starbucks in Xuzhou is increasingly fierce, so how to strengthen the marketing management of enterprises has become an important issue. Thus, Starbucks in Xuzhou conducting its marketing strategy research to maximize the effectiveness of resources is very important and necessary for the efficient use of marketing resources.
1.1.2 Research Meaning
(1) Significance for Starbucks in Xuzhou. This paper explores Xuzhou Starbucks’ existing marketing model and its problems by analyzing its product, price, place, promotion and its industry environment and researching market. Following this, this paper designs appropriate marketing strategies to further improve its ability. This study will help it apply existing resources to the complex and changing market, avoiding wasting manpower, material and other resources which can help companies better understand the market, play a good role in the marketing function, and then get product success in the market.
(2)Significance for similar coffee businesses. This article combines various marketing strategies research methods, then it provides relatively comprehensive analytic ideas and research methods and also provides some constructive suggestions for the future development of innovative coffee products.