Adapting Coffee Market Trends in China Free Essay Example, 2500 words

The case study example that is being used in this study is Starbucks. The objective of this Report is to assess how Starbucks could improve its marketing strategy to boost sales. With the current recessionary trends, sales of all consumer products have been affected and coffee is no exception. Furthermore, one of the major problems posed to boosting sales is the competition offered by tea consumption in China, although coffee is already becoming popular in the country. It would be a good strategy for Starbucks to focus upon reaching the younger segment of the Chinese population, hence its advertising and marketing strategy should be geared towards this section of the public. With increasing globalization and the emergence of China as a major player in the global marketplace, especially during the current recession, there is a higher level of transfusion of western ideas and culture into China, especially in cities such as Shanghai. This is especially so among Chinese youth, who thro ugh the medium of the Internet, have been placed in touch with a global community. Since American music and culture are a big draw with the youth in China who are gradually being exposed to elements outside the traditional structure of Communism and thereby being freed from its restrictions, the stores could feature many of the symbols of American culture that are popular abroad. We will write a custom essay sample on Adapting Coffee Market Trends in China or any topic specifically for you Only $17.96 $11.86/pageorder now The advertising for Starbucks retail outlets should present it as a successful American icon, a ubiquitous symbol of American culture. Products such as burgers and hot dogs could also be offered at Starbucks outlets. This is likely to prove to be a strong draw for the younger generation. Starbucks could also consider setting up entertainment centers within its retail outlets, where extra large television screens could broadcast videos of American pop stars such as Eminem, Christina Aguilera, Justin Timberlake and other popular stars of today. Music is an integral part of youth culture and China has been experiencing a trend for an increased number of bars and dance spots where rock bands play.