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

STARBUCKS IN CHINA - Essay ExampleThe retailer also used restructuring strategy to tap its productivity and eradicate any internal management weakness. Employees are trained, new products are developed and stores are redesigned to entice a large pool of emf customers towards its coffee berry houses. However, it must be noted that the global coffee retailer tends to charge higher prices, since it does not compromise over timbre and brand reputation. This radical will going to discuss the marketing strategy of Starbucks and importance of its three 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 United States which is a market of more than than 300 million people. Since marketing does not aim to target every single human being and customer, therefore, the coffee retailer has establis hed a quality criterion to meet 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 Instant coffee or ready-made coffee that attracts fast 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 Coffee which today has become an sprightly 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 acknowledge licensed retail stores and other initiatives related to the Companys core business (Companys Annual Report, 2009) and Helliker 1,