...their markets oversea for seeking more business opportunities. In order to achieve a successful outcome in the foreign countries, it is undeniable that localization is a significant contributing factor. Localization is defined as “a process of adapting products and associated materials for specific markets… ” (Dunne, 2006, p.223). It requires the corporations greatly tailor to a new or growing local contexts to run and compete feasibly and effectively (Layden, 1997). The economy of East Asia especially in China, has grown vigorously and attract a massive amount of global corporations, such as Starbucks to invest by adapt their localization strategy. The diversity of regional culture such as lifestyle, value, religions are complicated, the essay will refer to Starbucks stores and their successful localized marketing campaigns illustrating examples within China. Localization plays an essential role to help business gain access to the local market, catering customer’s tastes, adapting local culture in order to boost profitability, improve brand identity, retention, prestige and brand loyalty, as well as better customer service. These localization strategies result in successful prospects for the global corporations. Firstly, localization mainly helps the business to increase in profitability through customizing the corporation’s products and services so that appeal to the local tastes. The higher the local demands matches, the higher value of customized products. It is commonplace...
Words: 1687 - Pages: 7
...Content 1.0 Introduction 1 2.0 Coffee industry in the world 1 2.1 Driver and trend 1 2.1.1 Porter’s five forces model 2 2.1.2 PEST analysis 4 2.2 Growth of coffee industry 7 3.0 Coffee industry in the China 7 3.1 BCG matrix analysis 8 4.0 Conclusion 10 5.0 Reference 12 1.0 Introduction Currently, coffee has been a very popular product in the world as well as become a daily item in people’s life. They usually drink coffee in order to relax their mind and refresh themselves. Therefore, coffee industry produces a significant development in the market. This essay will illustrate the situation of coffee industry in the world market, including driver and trend. Also, it will talk about some coffee companies in China like Starbucks, Costa and so on. Some models will be applied to analyze the industry and companies. 2.0 Coffee industry in the world 2.1 Driver and trend The most important driver of coffee industry is the continuous developing technology. If an industry applies the new technology and produce a new product that people may like, other industries would find advanced technology and use it to produce their products to attract people because the competition between industries is stiff. What is more, the healthy idea of people is an important driver for coffee industry as well. The idea may reduce consumption of coffee as people pay attention to their health and do not want to buy the drinks that are harmful to health...
Words: 3103 - Pages: 13
...Segmentation 14 4.12 Targeting 15 4.13 Differentiation 15 4.14 Positioning 16 4.2 Objectives 18 4.3 E-marketing Strategy 18 4.4 E-marketing Tactics 19 5.0 IMPLEMENTATION 22 5.1 Implementation Plan 22 5.2 Evaluation 24 6.0 CONCLUSION 25 7.0 REFERENCES 26 8.0 APPENDIX 30 1.0 INTRODUCTION Starbucks is a well known brand established 1971 at Seattle by Jerry Baldwine, Zev Seigle and Gorden Bawker. The company operates in approximately in 17,000 retail stores over 49 different countries including Malaysia. With the mission statement of “to inspire and nurture the human spirit-one person, one cup and one neighbourhood at a time” Starbucks have been expanding rapidly. Other than the world premium coffee Starbucks offers tea, cold beverages, complementary foods such as sandwiches and salads. (A. Mettlach, 2010) Starbucks has invested highly on IT to target their products and services to market segments. As a result Starbucks has attracted a large number of customers and established a high-tech image. Using e-marketing techniques and traditional marketing techniques Starbucks has influenced the customers tremendously expanding the company and revenue. (D. Schwartz, 2009) This report contains the current industry analysis with the existing marketing mix of Starbucks. Providing an e-marketing plan for targeting and positions its product to the market segment using the...
Words: 7559 - Pages: 31