Friday, November 23, 2012
STARBULKS: A Successful March to Chinese Market
Before Starbulks headed to Chinese market, they conducted a PEST analysis concerning to the macro environment of China. Along with that they came up with specific strategies after done SWOT analysis. Then it came to confirming the target market.
Segmentation:
1, Geographical consumer segmentation: the super city of China, e.g. Shanghai, Beijing. Southeastern coastal cities, like Hangzhou, Suzhou,Guangzhou,Qingdao, Shenzhen. The inner land of China, respectively second- class cities: Xian, Chengdu,Chongqing,Dalian,Shenyang, etc.
2, Population segmentation: those who haven't received a college education and knowledge level is respectively lower; and people who had a college education and knowledge level is higher.
3, Psychological segmentation: those so-called super class who are in pursuit of life quality: they enjoy symbolism of the brand, and easily we can see they are compatitive & agressive, they want to create more and feed back more to this society. the other group is those so-called middle group who are pursuing fashion. they love communicating, like to live out the true themselves, they have their own characteristics and also are easily affected by the universal value.
4, Behavioralistical segmentation: coffee drinkers, they have higher expectation for coffee, drink coffee quite often, and would love to find out more about coffee. coffee random drinker: don't know much about coffee and it's not a necessity also.
Positioning:
1), Starbulks experience.
Romance is the core, kinda luxury, but it'd be an affordable one for the middle class group. the combination of the leisure social space and a spiritual oasis.
2) the Third Space
Starbulks targets himself as the third space which is independent of home and office, the aim of Starbulks is providing a fashionable and leisure place. When people purchase Starbulks, they are buying a lifestyle in a meanwhile.
3), Passionate staff
Constantly spreading the Starbulks experience by building a full of passionate staff.
4), Coffee's speciality
Convert Starbulks into high quality's spokesman .
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