Second, the origin of Starbucks brand culture
(1) brand positioning
From the brand name of Starbucks, we can clearly define the positioning of its target market: not ordinary people, but a group of urban white-collar workers who pay attention to enjoyment and leisure, advocate knowledge and respect people-oriented, and are rich in petty bourgeoisie.
(2) Brand attraction
Customer experience is the core appeal of Starbucks brand equity. Starbucks gradually decomposes typical American culture into experiential elements: the warmth of vision, the freewheeling of hearing, the smell of coffee and so on. Imagine looking at the crowded street through the huge glass window and sipping a fragrant coffee, which is very in line with the feeling experience of "Yupi" and how desirable it is in the busy urban life!
Third, the basic situation of Starbucks overseas expansion
Since the listing of 1994, its sales have increased by 20% annually, reaching $2.6 billion in 200 1 year. The average annual profit growth rate is 30%, reaching $65,438+0.810.2 billion in 2003. At the same time, Starbucks brand image has been recognized all over the world. Under these good news, we are worried that the US market is basically saturated and it is difficult to find new growth points at home. In order to seek higher profits, overseas expansion is the only way out.
Fourthly, analyze Starbucks' international marketing activities.
After understanding the basic situation of Starbucks, we come to the conclusion that overseas expansion is the only way out. However, compared with the domestic market, the business environment in the international market is more complicated. While we seek high profits overseas, there are also high risks. Let's analyze the international environment of the fast food coffee market. Next, taking China as an example, using the SWOT environmental analysis method, this paper makes a SWOT analysis of Starbucks' entry into the international market.
(1) strength
1. Starbucks Group has strong profitability. Since the listing of 1994, its sales have increased by 20% annually, reaching $2.6 billion in 200 1 year.
2. Perfect talent training system and cash flow.
With strong moral values and moral mission, Starbucks is committed to becoming an industry leader.
4. Good brand image and high popularity.
5. The combination with art forms reshapes the experience value of the third space and is widely recognized by the target audience.
(2) weaknesses
1. Innovation is still easy to shake.
2. Known for the continuous improvement and innovation of products, the loss of the core value of the experience space brought by the rapid expansion has gradually degenerated into low-grade coffee in downtown areas.
3. Countries that need to seek a portfolio are now able to resist commercial risks, and many domestic stores are risky. Advantage products are too single.
(3) Opportunities
1. Launch new products and services.
2. China's economy continued to develop at a high speed, and the proportion of target audience increased.
3. The political situation in China is stable and the political risk is low.
4. China is a populous country with a high population density, and the number of people with high academic qualifications is also increasing.
Although there are some restrictions on foreign-funded enterprises in China, because we are in the early stage of economic take-off, we also have relative support for foreign-funded enterprises in order to attract foreign investment.
6. It is possible to own the same brand of food and beverage as other manufacturers, and other goods and services of manufacturers with brand franchise.
(4) threats
1. Many competitors and replica brands entering the market pose a potential threat. For example, real pots in Japan and costa.
2. Affected by the economic crisis, the target audience suffered losses and sales may be affected.
3. The rising price of coffee and dairy products.
4. The gap between the rich and the poor in China is large, and the proportion of middle-income people in the target audience is small. The income level of most middle-income people is not high, which has a certain gap with the United States.
6. How does Starbucks flexibly apply the 4Ps theory?
In order to maximize the popularity of its brand, Starbucks will use marketing mix to meet the needs of the target market. The elements of these four marketing combinations are as follows:
(1) products: Starbucks has expanded from more than 30 varieties of coffee beans to Starbucks appliances such as environmentally friendly cappuccino and coffee labels. Its products have also expanded from desserts and coffee to oatmeal, smoothies, books and periodicals, wireless networks and so on. In order not to lag behind competitors and meet the needs of customers.
(2) Price: In order to cater to the image of Starbucks serving high-level consumers in the eyes of the public, the price of Starbucks products is relatively high. The company has also started to offer refillable 1 US$ 8 oz coffee, which is about 50 cents cheaper than any other Starbucks product with unlimited refills. The company also implements a "value strategy", which puts more emphasis on cheap coffee products, rather than the prices that activists think cannot be paid.
(3) Place: In fact, the best summary of Starbucks site selection is the creation of the third space. Starbucks are generally located near commercial centers and high-end office buildings.
(4) Promotion: Starbucks has taken a series of promotion activities in its target market. As follows:
1. Starbucks card. Starbucks card is a lending system, which provides customers with opportunities to actively promote the company's products.
2. Coffee delivery service, there is no limit to the size of coffee.
In order to attract a diversified customer base, international tea and coffee are provided to suit those customers who like local tea.
4. Use charity as a means of promotion-Starbucks donates money to some non-profit organizations as a way to enhance brand image and local popularity.
Seven. conclusion
Above, we use SWOT environmental analysis and 4Ps theory to make a basic analysis of Starbucks' international marketing strategy, taking China as an example. In the analysis of the international environment, in addition to the general investigation of the market, it is also necessary to investigate the history, geography, culture, economy, politics, law and other aspects of the host country, which is far more complicated than the analysis of the domestic market environment. This paper focuses on the practical application of international marketing theory through the analysis of Starbucks marketing cases. Among them, SWOT analysis and 4Ps theory are the most important. In addition to SWOT analysis, there are two evaluation methods commonly used by international enterprises, which I have not mentioned in this paper, namely, the national cold-heat comparison method and the business environment rating method.
In fact, this is SWOT analysis, and it is enough to analyze opportunities and threats from these aspects.