Marketing Research Plan: Starbucks in China

The purpose of this paper is to conduct a market research on Starbucks president Charles Schulz and to judge the possibility of establishing a new coffee shop in China. The preliminary investigation and design presented to Mr. Schulz included 1) 2 to 3 alternative target customer groups, 2) type of secondary survey used, 3) problem statement, 4) used to guide the survey Survey question, the main competitor of the market; 6) China needs to consider cultural, economic and political factors.

The target market for Starbucks is the world's most populous Chinese and Indian market. Economic development in China is growing rapidly, disposable income of middle income group is increasing (White, 2011). Starbucks has a great opportunity to respond to the growing demand for consumer goods. Starbucks formulated an aggressive expansion plan in India and China (Starbucks, 2011). Starbucks' goal is a demographic factor in marketing strategy. The company has recorded a strong performance in China, which is a very good sign of brand marketing opportunity (Starbucks, 2011)

The world coffee market is a very competitive field. Starbucks is faced with intensifying competition with other foreign players. The latest Starbucks competitor is Blenz Coffee, a Canadian chain store planning to open a series of cafes in China to allow consumers to smoke. On the other hand, Starbucks is a non smoking shop. Porter's analysis by five powers is an important tool for analyzing the industrial structure of the strategy. It helps marketers compare with the competitive environment. It tends to focus on a single independent business or SBU (Strategic Business Unit) rather than a single product or product line.

The Chinese market is not easy to break. Long-term efforts are necessary. One of the most important strategies is to invest in employees. I was deeply impressed by the cheerful greetings of Chinese barista, but when I was in Starbucks, Starbucks was different from imitator. Starbucks is doing excellent work in recruitment and training of people. This is a mutually beneficial strategy as employees bring customers "Starbucks experience." For the ambassador of the company, this is the best marketing method. But Starbucks did not make this distrust. According to detailed market research reports, with the emergence of Chinese middle class, Starbucks began Western coffee experience, local people can meet friends, they drink their favorite drinks , And got the opportunity. Currently, you can find Starbucks, the main street of China's coastal city. Even my 90 - year - old grandfather told me how to drink coffee after meal instead of drinking tea.