Starbuck
GROUP ASSIGNMENT CASE STUDY: STARBUCKS ENTRY INTO CHINA
TEAM MEMBERS: ANURAGINI MONAGRAN NEDA MOTTAGHI GOLSHAN NIK MOHD FAIZ B. NIK MOHAMED AMIN ALEYZAR BT. AZMI AIRIN NIZA BINTI ZA 'BA MR091179 MR091241 MR091271 MR091185 MR091200
PROF. ABDUL HAMID MOHAMED MARKETING MANAGEMENT MRC 2023 SEM II 2009/10
INTERNATIONAL BUSINESS SCHOOL UNIVERSITI TEKNOLOGI MALAYSIA
STARBUCKS ENTRY INTO CHINA
Table of Contents: 1. 2. 3. Introduction Executive Summary Situational Analysis 3-1. External Environmental Analysis 2 2 3 3
3-1.1. General Environmental Analysis (Economic, Social, Political, Technological) 3-1.2. Industry Analysis (Economic, Social, Political, Technological) 3-1.3. Market Analysis 3-2. Internal Environmental Analysis 3-2.1. 3-2.2. 3-2.3. Evaluation of the Mission Evaluation of the Objectives Evaluation of the Functional Areas I. II. III. IV. 3-2.4. Marketing Finance Production Human resources 5
Evaluation of Marketing Strategies I. II. III. IV. V. Target Market Product Strategies Pricing Strategies Distribution Strategies Promotional Strategies a. b. c. d. Advertising Strategies Selling strategies Public relations Sales Promotion strategies 11 14 14 16 17 17
3-3. SWOT Analysis 4. 5. 6. 7. 8. Identification of the problem Development and Evaluation of Strategic Alternatives Recommendations & Implementations Conclusion References
JANUARY 2010
| Pa g e
STARBUCKS ENTRY INTO CHINA
1. INTRODUCTION Starbucks Coffee International, a subsidiary of Starbucks Coffee Company, recently celebrated its first step into southern China by opening a new store in the country, the first one in Shenzhen. The store is owned by Coffee Concepts, a joint venture between Starbucks and Hong Kong s Maxim Group, who together opened 32 Starbucks in Hong Kong between 2000 and 2002. Starbucks success in Asia has surprised many people. But the executives at Starbucks have been surprising critics for many years. How did a small coffee company from Seattle with
TEAM MEMBERS: ANURAGINI MONAGRAN NEDA MOTTAGHI GOLSHAN NIK MOHD FAIZ B. NIK MOHAMED AMIN ALEYZAR BT. AZMI AIRIN NIZA BINTI ZA 'BA MR091179 MR091241 MR091271 MR091185 MR091200
PROF. ABDUL HAMID MOHAMED MARKETING MANAGEMENT MRC 2023 SEM II 2009/10
INTERNATIONAL BUSINESS SCHOOL UNIVERSITI TEKNOLOGI MALAYSIA
STARBUCKS ENTRY INTO CHINA
Table of Contents: 1. 2. 3. Introduction Executive Summary Situational Analysis 3-1. External Environmental Analysis 2 2 3 3
3-1.1. General Environmental Analysis (Economic, Social, Political, Technological) 3-1.2. Industry Analysis (Economic, Social, Political, Technological) 3-1.3. Market Analysis 3-2. Internal Environmental Analysis 3-2.1. 3-2.2. 3-2.3. Evaluation of the Mission Evaluation of the Objectives Evaluation of the Functional Areas I. II. III. IV. 3-2.4. Marketing Finance Production Human resources 5
Evaluation of Marketing Strategies I. II. III. IV. V. Target Market Product Strategies Pricing Strategies Distribution Strategies Promotional Strategies a. b. c. d. Advertising Strategies Selling strategies Public relations Sales Promotion strategies 11 14 14 16 17 17
3-3. SWOT Analysis 4. 5. 6. 7. 8. Identification of the problem Development and Evaluation of Strategic Alternatives Recommendations & Implementations Conclusion References
JANUARY 2010
| Pa g e
STARBUCKS ENTRY INTO CHINA
1. INTRODUCTION Starbucks Coffee International, a subsidiary of Starbucks Coffee Company, recently celebrated its first step into southern China by opening a new store in the country, the first one in Shenzhen. The store is owned by Coffee Concepts, a joint venture between Starbucks and Hong Kong s Maxim Group, who together opened 32 Starbucks in Hong Kong between 2000 and 2002. Starbucks success in Asia has surprised many people. But the executives at Starbucks have been surprising critics for many years. How did a small coffee company from Seattle with
References: CHINESE BEVERAGE MARKET (2003 2007)