The Secret of Starbucks’ Success in the Chinese Coffee Market: Pricing and Marketing Strategies Analysis

DOI

10.2991/978-94-6463-054-1_62How to use a DOI?

Keywords

Starbucks; Pricing Analysis; Marketing Strategy; Price Discrimination

Abstract

As one of the top three beverages in the world, the coffee industry is maturing. Starbucks started as a small coffee shop in 1971. Today, Starbucks is not only the largest coffee chain but also conveys an American coffee culture. With the rapid development of China's economy, people's quality of life and consumption level continues to improve, creating a coffee market with massive potential for growth. For Starbucks, China has now become its fastest-growing and largest overseas market. This paper uses a combination of theory and data to analyze Starbucks’ pricing and marketing strategies in China to demonstrate the lessons of its success, inspiring the world's beverage companies.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Junyou Liu
PY  - 2022
DA  - 2022/12/14
TI  - The Secret of Starbucks’ Success in the Chinese Coffee Market: Pricing and Marketing Strategies Analysis
BT  - Proceedings of the 2022 2nd International Conference on Financial Management and Economic Transition (FMET 2022)
PB  - Atlantis Press
SP  - 571
EP  - 577
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-054-1_62
DO  - 10.2991/978-94-6463-054-1_62
ID  - Liu2022
ER  -