Coffee and Starbucks

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Case study
Title: Starbucks 
Executive summary:
Starbucks has successfully established itself as the premium coffee leader in China with great brand recognition and high customer satisfaction. Its inspirational, progressive, professional and intellectual image has been widely accepted by a variety of the Chinese l customers including. External environment impacts the enterprise's business to a large extent. While a company cannot change the external environment, internal business strategy can be studied. Market segmentation, targeting and positioning should be paid attention to. After target customer, marketing strategies are important for the business success. Introduction:

* Starbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.The company generated revenue of more than $5000 million in the same year. * It is a global coffee brand built upon a reputation for fine products and services. It has almost 9000 cafes in almost 40 countries. * Starbucks was one of the Fortune Top 100 Companies to Work For in 2005. The company is a respected employer that values its workforce. * The organization has strong ethical values and an ethical mission statement as follows, 'Starbucks is committed to a role of environmental leadership in all facets of our business.' Finding:

Starbucks China Background
China is the most important, and potentially the largest, market for Starbucks outside North America. Since the opening of the 1st Starbucks store in Taiwan in March 1998 , Mainland China at the China World Trade Building in Beijing in January 1999, Hong Kong in May 2000, and Macau in August 2002, the growing interest and appreciation of high quality coffee and the Starbucks Experience by Chinese consumers has produced steady store expansion throughout China. Now there are near 500 stores in China, including Mainland China, Taiwan, Hong Kong and Macau. In the Mainland—the region with the fastest growth, there are over 230 stores in 22 cities including Beijing, Tianjin, Shanghai, Guangzhou and Shenzhen. 

In China, Starbucks maintains the unique character of serving the finest coffee in the world and high quality globally appreciated food. While continuing to offer the best coffee, it is also leading in China in spreading coffee knowledge and expertise, and creating a coffee culture in a traditional tea-drinking society. The Starbucks store atmosphere is one which is similar to the old teahouse of China—a gathering place and a community living room.

Starbucks partners in China are as welcoming, genuine, considerate, knowledgeable, compassionate and involved as partners from around the world. They embrace the Starbucks culture and training, and truly deliver the legendary Starbucks service in China. They are real Starbucks ambassadors to bridge with customers and promote the coffee expertise and culture.

And finally, Starbucks is not only running a for-profit business in China, but also contributing to the society through its corporate social responsibility programs—both at national and local levels. In September 2005, Starbucks sets up a 5 Million US dollars nationwide China Education Project to help improve education in the comparatively underdeveloped western and central areas, the first phase of which is a 2-week training for 500 school teachers from rural schools in Western China. In addition, locally, Starbucks partners across China are engaged in projects such as book drives, beach cleanups, disaster relief fundraising, coffee grounds environment project, school building, children tutoring, etc.

Starbucks Corporation is an international coffeehouse that has built one of the world's most powerful and recognizable brands of high-quality coffee and the unique "Starbucks Experience." Starbucks first revolutionized the coffeehouse industry by marketing expensive, high-quality coffee as well as a "third place" between work and home - a warm, clean, and inviting...
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