Starbucks Keeps It Brewing in Asia

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Assignment #1: Starbucks Keeps It Brewing In Asia

Sarah Bean

Consumer Behavior MK510

Professor Kelly Bruning

April 15, 2012

Abstract

The following paper will discuss how Starbucks would utilize tea and instant coffee in marketing and conducting business in Asia. In this particular aspect I will discuss the culture, habits, and perceptions of tea on the Asian culture. Starbucks has the opportunity to capitalize on a top fixture of Asian culture which is tea. The essay will challenge the reader to utilize their critical thinking skills as to how Starbuck will utilize business practices to conduct business in Asia..

Introduction

The following essay will discuss the impact of tea and instant coffee on how Starbucks will conduct business in Asia, particularly in China. China has a massive consumer market with a population of 1,339,724,852. The culture of the Chinese has a strong tradition of consuming tea, as it is still the number one beverage in China. The Chinese have enjoyed tea for millennia. Scholars hailed the brew as a cure for a variety of ailments and the nobles considered the consumption of good tea as a mark of their status.( http://www.gol27.com/HistoryTeaChina.html) All of people of Asia have simply enjoyed its flavor, which Starbucks hopes to capitalize on in the Asian market.

There are five tops that will be discussed in the essay. The first topic that will be discussed is to determine and discuss barriers facing Starbucks as they try to teach people to change their consumption habits from tea and instant coffee. The second topic that will be discussed is to make recommendations about what Starbucks can do successfully encourage greater coffee consumption. The third topic that will be discussed is to develop an advertising campaign that not only would encourage greater coffee consumption in general, but also more demand for Starbucks. Specify key themes, copy points, and visuals. The fourth topic that will be discussed is to develop a marketing strategy for taking Starbucks into smaller Chinese cities and communities. What barriers would be faced? Could they be successful? The fifth topic that will be discussed is the demographic, cultural, and media factors that make India more attractive for Starbucks than it was 10 years ago. The following five topics will be thoroughly discussed in the essay. Determine and discuss the barriers facing Starbucks as they try to teach people to change their consumption habits from tea and instant coffee

The first topic that will be discussed is to determine and discuss the barriers facing Starbucks as they try to teach people to change their consumption habits from tea and instant coffee. Tea has been a constant staple in Asian culture for many years and it would be extremely difficult to change the Asian people from not consuming tea. The barriers facing Starbucks to change consumers from instant coffee is that instant coffee is a major player. Many Asian consumers have not acquired a taste for fresh ground coffee as it has just begun to take off in Asia. Make recommendations about what Starbucks can do to successfully encourage greater coffee consumption

The second topic that will be discussed are to make recommendations about what Starbucks can do to successfully encourage greater coffee consumption. Starbucks could advertise coffee in way that is comparable to tea. Tea is generally used to relax and contains caffeine as coffee does also. It is unfortunate but a true fact also that 50% of Chinese men are smokers (http://www.myhealthbeijing.com/2010/01/why-do-so-many-chinese-men-smoke/).. A recent survey conducted by the marketers of Commit Cappuccino shows that while smokers drink almost twice as much coffee as non-smokers. This is a fact that Starbuck could capitalize that smokers are generally coffee drinkers and could...
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