In the 21st century, with the rapid development of China's economy and the increasing improvement of people's life quality, the beverage is becoming increasingly diverse.Due to fashion and modern life, coffee consumption increased rapidly, forming a huge potential consumption market.
According t...
In the 21st century, with the rapid development of China's economy and the increasing improvement of people's life quality, the beverage is becoming increasingly diverse.Due to fashion and modern life, coffee consumption increased rapidly, forming a huge potential consumption market.
According to the statistics of authoritative department, China's coffee consumption keeps between 30000-40000 tons recently, and the market growth rate per year is 10%-15%. So China is expected to be the most potential coffee consumption country in the world. And China's consumption will achieve 120000 tons in 2012, at the same time the market retail sales will reach tens of billions of yuan.
In this paper, according to large amounts of research and literature, an objective analysis of the current situation of world coffee market, and the analysis of several representative coffee consuming countries, such as USA, Japan and South Korea, we conclude that global coffee market has entered a mature stage and the potential development is almost saturated. Even in this background, China still has a huge potential to be a great coffee consumption market. According to the Boston's consultant company, we can expect that China will become the world's second largest coffee consumption market before 2015. And Starbucks enterprise predicts that China will be the most important oversea market.
According to a large amount of research and reading documents, objective analysis of Starbucks' market macroscopic environment in China, Weby using PEST model when Starbucks leaped into the China market. The causes by which Starbucks can successfully leap into the China market were summarized in three aspects which were the differentiation strategy, the experience marketing strategy and the unique business model in China.
The success of Starbucks in the China market illustrated that China with traditional tea culture also has enormous potential be a great coffee market. It also provides reference for other foreign coffee chain brands to enter the China market. Korean coffee brand caf? bene will go abroad and leap into the China market in 2012. Based on this, we analyse the possibilities of caf? bene's success for entering China, as well as the caf? bene should how to enter the China market by using Starbucks' successful marketing strategy. First, we uses the SWOT analysis model to analyze caf? bene' strengths, weakness, threats and opportunities in the China market. Second, according to the STP marketing strategy, we develop a set of marketing strategy system for Caf? Bene in three aspects: the market segmentation, targeting market selection and market positioning.
In the 21st century, with the rapid development of China's economy and the increasing improvement of people's life quality, the beverage is becoming increasingly diverse.Due to fashion and modern life, coffee consumption increased rapidly, forming a huge potential consumption market.
According to the statistics of authoritative department, China's coffee consumption keeps between 30000-40000 tons recently, and the market growth rate per year is 10%-15%. So China is expected to be the most potential coffee consumption country in the world. And China's consumption will achieve 120000 tons in 2012, at the same time the market retail sales will reach tens of billions of yuan.
In this paper, according to large amounts of research and literature, an objective analysis of the current situation of world coffee market, and the analysis of several representative coffee consuming countries, such as USA, Japan and South Korea, we conclude that global coffee market has entered a mature stage and the potential development is almost saturated. Even in this background, China still has a huge potential to be a great coffee consumption market. According to the Boston's consultant company, we can expect that China will become the world's second largest coffee consumption market before 2015. And Starbucks enterprise predicts that China will be the most important oversea market.
According to a large amount of research and reading documents, objective analysis of Starbucks' market macroscopic environment in China, Weby using PEST model when Starbucks leaped into the China market. The causes by which Starbucks can successfully leap into the China market were summarized in three aspects which were the differentiation strategy, the experience marketing strategy and the unique business model in China.
The success of Starbucks in the China market illustrated that China with traditional tea culture also has enormous potential be a great coffee market. It also provides reference for other foreign coffee chain brands to enter the China market. Korean coffee brand caf? bene will go abroad and leap into the China market in 2012. Based on this, we analyse the possibilities of caf? bene's success for entering China, as well as the caf? bene should how to enter the China market by using Starbucks' successful marketing strategy. First, we uses the SWOT analysis model to analyze caf? bene' strengths, weakness, threats and opportunities in the China market. Second, according to the STP marketing strategy, we develop a set of marketing strategy system for Caf? Bene in three aspects: the market segmentation, targeting market selection and market positioning.
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