THE BUCHAREST ACADEMY OF ECONOMIC STUDIES<br />FACULTY OF INTERNATIONAL BUSINESS AND ECONOMICS<br />STARBUCKS INTERNATIONA...
Overview<br />I. Introduction & Objectives<br />II. Theoretical aspects<br />III. Practical aspects<br />IV. Conclusions<b...
Introduction and objectives	<br />First impression matters<br />Image is everything<br />3000 ads / day<br />90.000 ads / ...
Theoretical aspects and Controversies<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />...
Strategic choices in global marketing<br />Different<br />Communication<br />Same<br />Different<br />Same<br />Product<br...
Starbucks in China<br />General facts about Starbucks<br />Introduction & Objectives<br />Practical aspects<br />Theoretic...
Why China? – the land of tea<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusio...
Starbucks’ growth strategies in China<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />...
Starbucks changes its strategy and adapts<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<b...
Branding Starbucks in China<br /><ul><li>60% buy a different brand than the one that they initially wanted to purchase.
53% have confidence in foreign brands. </li></ul>Introduction & Objectives<br />Practical aspects<br />Theoretical aspects...
The Forbidden City<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusions<br />
Starbucks goes instant in China<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclu...
Conclusions<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusions<br />
Upcoming SlideShare
Loading in …5
×

Starbucks product strategy in the Chinese market

11,981 views

Published on

  • Be the first to comment

Starbucks product strategy in the Chinese market

  1. 1. THE BUCHAREST ACADEMY OF ECONOMIC STUDIES<br />FACULTY OF INTERNATIONAL BUSINESS AND ECONOMICS<br />STARBUCKS INTERNATIONAL PRODUCT STRATEGY WITH APPLICABILITY IN THE CHINESE MARKET<br />Scientific Coordinator:<br />Cosmin Joldes Ph.D <br />Graduate:<br />Dima Alexandra <br />Bucharest<br />2011<br />
  2. 2. Overview<br />I. Introduction & Objectives<br />II. Theoretical aspects<br />III. Practical aspects<br />IV. Conclusions<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusions<br />
  3. 3. Introduction and objectives <br />First impression matters<br />Image is everything<br />3000 ads / day<br />90.000 ads / month<br />1.080.00o ads / year<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusions<br />
  4. 4. Theoretical aspects and Controversies<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusions<br />
  5. 5. Strategic choices in global marketing<br />Different<br />Communication<br />Same<br />Different<br />Same<br />Product<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusions<br />
  6. 6. Starbucks in China<br />General facts about Starbucks<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusions<br />
  7. 7. Why China? – the land of tea<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusions<br />
  8. 8. Starbucks’ growth strategies in China<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusions<br />
  9. 9. Starbucks changes its strategy and adapts<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusions<br />
  10. 10. Branding Starbucks in China<br /><ul><li>60% buy a different brand than the one that they initially wanted to purchase.
  11. 11. 53% have confidence in foreign brands. </li></ul>Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusions<br />
  12. 12. The Forbidden City<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusions<br />
  13. 13. Starbucks goes instant in China<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusions<br />
  14. 14. Conclusions<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusions<br />
  15. 15. Recommendations<br />Introduction & Objectives<br />Practical aspects<br />Theoretical aspects<br />Conclusions<br />

×