STARBUCKS IN CHINA Essay Example | Topics and Well Written Essays - 2000 words

STARBUCKS IN CHINA - Essay ExampleThe retailer alike used restructuring strategy to maximise its productivity and eradicate any internal management weakness. Employees are trained, bracing products are developed and stores are redesigned to entice a large pool of potential customers towards its coffee houses. However, it mustiness be noted that the global coffee retailer tends to charge higher prices, since it does not compromise eachwhere quality and brand reputation. This paper will going to discuss the marketing strategy of Starbucks and importance of its tercet core business segments that are US Segment, International Segment and Global Consumer Products Segment. (Companys Annual Report, 2009)Indeed, Starbucks has so far maintained the highest number of retail coffee outlets, mostly on ownership basis, in unite States which is a market of more than 300 million people. Since marketing does not aim to target every single human being and customer, therefore, the coffee retail er has established a quality criterion to hit the tastes and preferences of its US customers who are inclined to pay higher prices for better quality. It is worthwhile to mention that more than 70% sales generated in 2009 by Starbucks was from its US business segment. In addition, the company has also entered the business of beat coffee or ready-made coffee that attracts prodigal food customers. The market for this coffee product in USA is estimated to be more than $700 million dollars. In 2003, Starbucks acquired its competitor namely Seattles Best burnt umber which today has become an active brand as it is sold in more than 25,000 Starbucks outlets, supermarkets, retail stores and fast food chains. The retailer also has Specialty operations within the US include licensed retail stores and other initiatives related to the Companys core business (Companys Annual Report, 2009) and Helliker 1,