IntroductionThis report on Starbucks forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how Starbucks entered the chilled cup coffee market in Japan by forming a successful partnership with Suntory, and how this experience could be utilized to aid its expansion plan into the global RTD coffee sector.Reasons to Purchase*Gain insight into the methods used by important industry players to give them a competitive edge*Identify specific areas for operational improvements *Capitalize on the knowledge of experienced companies when entering a new niche or market

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Starbucks case study: utilizing brand assets and capturing
consumer trends in the Japanese RTD coffee market
Published on March 2009
Report Summary
Introduction
This report on Starbucks forms part of Datamonitor's case studies series, which explores business practices across a variety of
disciplines and business sectors. It looks at how Starbucks entered the chilled cup coffee market in Japan by forming a successful
partnership with Suntory, and how this experience could be utilized to aid its expansion plan into the global RTD coffee sector.
Reasons to Purchase
*Gain insight into the methods used by important industry players to give them a competitive edge
*Identify specific areas for operational improvements
*Capitalize on the knowledge of experienced companies when entering a new niche or market
Table of Content
TABLE OF CONTENTS
DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Starbucks: expanding beyond a coffee shop chain 2
Starbucks offers "experiences" rather than just coffee drinks 2
Starbucks' vibrant image has aided its expansion into the RTD coffee sector in various countries 2
Starbucks is looking more aggressively at offering its products across retail channels especially during the economic downturn 3
Starbucks' move into ready-to-drink coffee market in Japan proved to be a success 3
Japan holds a dominating position in the global RTD coffee sector 3
Chilled cup drinks has been a star performer in the Japanese RTD coffee sector 4
Starbucks aligned with Suntory to launch the Discoveries series of chilled cup drinks, which has been a hit 6
Mainstay varieties and limited editions form a strong portfolio to appeal to consumers 7
Behind the success: the things Starbucks did right 8
Finding a right local partner is the first step for a successful expansion into a new sector and a new geographical market 8
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The premium image of the Discoveries series was created by utilizing the brand asset of Starbucks 9
Understand the key consumer group and launch products that meet their preferences 9
Implications: the Discoveries experience could be inspirational to Starbucks' future expansion plan 11
To fit local tastes and preferences, local partners could be a better choice than a global partner 11
Competition from "copy cat" products could pose a potential threat to Starbucks' global expansion 12
APPENDIX 13
Case study series 13
Methodology 13
Secondary sources 13
Further reading 14
Ask the analyst 14
Datamonitor consulting 14
Disclaimer 14
List of Tables
Table 1: Market value (USD millions), market share (%) and growth rate (%) in the global RTD coffee sector, 2003 - 2012 4
List of Figures
Figure 1: Chilled cup RTD coffee drinks show a significant growth since 2005/2006 5
Figure 2: Chilled cup coffee drinks have been popular with both consumers and soft drink manufacturers 5
Figure 3: Mt Rainier is still the market leader in the chilled cup RTD coffee sector, with Suntory/Starbucks emerging fast since its
launch 6
Figure 4: Four mainstay varieties available in the Discoveries series in Japan 7
Figure 5: Two special varieties were launched under the Discoveries series in 2008 8
Figure 6: Japanese consumers are showing a high degree of monitoring new non-alcoholic drinks launches 10
Figure 7: Starbucks' newly launched New York Skinny Latte is targeted at women looking for healthier RTD coffee drinks without
sacrificing the good taste 11
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