(2) Strategies to settle new cultures
The first problem was that there was no existing market selling similar kind of coffee. The price gap between instant coffee and Starbucks’ espresso was big. To solve this, Starbucks targeted the 20’s who seemed to accept well and lead the high quality coffee culture. They were also suitable for target market who were less price sensitive. Also, by empha
Global segment ;
-During World War II
Sociocultural changes ;
-Health-conscious consumers
Opportunities ;
- cultivating
international markets
Opportunities ;
-Fast foods
& restaurants
Strengths
- Leader of the industry
- Bottler franchise network
Weaknesses
- Bottler Company relationship
- Continuing Bad News
Opportunities
- Introducing Vending Machine
-
Strategies
Brand image
-High quality, premium, sophisticated
Extension of product line
-Seasonal products, confectionary, bakery, coffee beans
Business Concept
-Center for socializing and intellectual discussion
Partnership
-Pepsi cola : to produce bottled Frapuccino
-Alliance with Canadian bookstore, Chapters
#Introducing New Culture
Situation in Korea before Starbucks
-Dabang(茶