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/广XX洋大学***

《市场营销专业英语》课程

题目

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广XX洋大学***课程非试题方式考核评阅表

2019 —2020 学年第一 学期

课程名称

市场营销专业英语

任课教师

王某某



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年级专业班级

2017级 市场营销1-6班



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目录

ABSTRACT

A cup of starbucks coffee, which costs less than 5 yuan to make, sells for 27 yuan, but still has a large number of consumers. Why? This paper attempts to solve this puzzle by analyzing starbucks' unique cultural marketing strategies.

Keywords：Starbucks、The marketing strategy、Brand positioning

STARBUCKS PRICE MARKETING STRATEGY

THE INTRODUCTION

Starbucks has been thrust into the spotlight by a recent CCTV report on the company's lucrative marketing in China. A medium starbucks (354-milliliter) latte costs 27 yuan in Beijing, a third more than in the United States and twice as much as in India, the report said. And according to the explanation of wang zhendong, chairman of the Shanghai coffee professional committee, the material cost of a medium cup of latte is 1.6 yuan for coffee beans, 2 yuan for cream, 1 yuan for paper cups and other disposable items, and the total material cost is less than 5 yuan, which indicates that starbucks has "huge profits".Does starbucks make a lot of money? So let's explore that.

Anyone who has studied economics knows that the price of a commodity is not entirely determined by the cost of making it. The price of a commodity is more dependent on supply and demand. When supply is greater than demand, the price of goods will be lower; conversely, when demand is greater than supply, the price of goods will be higher. Besides, the cost of goods is not limited to the manufacturing cost. We also need to consider the store rent, storage cost, logistics cost, management cost and financial cost, etc. The price of a cup of coffee calculated by such a large cost is much higher than 5 yuan. We haven't considered the added value of the brand here. Add it all up and the price of a starbucks coffee is close to 30 yuan. Although the price of starbucks coffee is high, it does not form a monopoly. Consumers have the full right of independent consumption. If they dislike the high price, they can not consume. Consumers are willing to choose the high-priced starbucks because they come here to consume not only a cup of coffee, but also an appreciation of starbucks culture. Why does starbucks charge so much for its coffee but still have so many customers? This is due to its successful marketing strategy, this article will take you to understand the starbucks unique cultural marketing strategy.

The unique brand positioning

Starbucks has positioned itself as a "third space" independent of home and studio, and its target market is fashionable urban white-collar workers enjoying life, advocating knowledge and working hard, rather than ordinary consumers who live on a daily basis. Starbucks hopes to provide consumers with a relaxed, harmonious and comfortable place where they can completely relax, forget about the office and family affairs, and truly release themselves. People often hear "I am not in starbucks, is on the way to starbucks" this sentence quite xiaozi emotional appeal words enough to reflect the love of modern white-collar gens to starbucks. Starbucks already represents status, status, and stylish xiaozi life. Starbucks believes that what they sell is not coffee but people's experience of coffee, and strives to ensure that every customer who comes to starbucks can be spiritually and emotionally rewarded. So a cup of coffee that costs 5 yuan to make costs 27 yuan, which is not a windfall for urban white-collar workers. People come to starbucks not only to drink coffee, but also to enjoy the unique style and atmosphere.

Ensure high quality raw materials

Generally, the creation of brand value depends on large-scale advertising, so most enterprises spend a high amount of money on product advertising. Procter & gamble's Pampers brand, for example, spends more than $30m a year on advertising. Starbucks, on the other hand, spends just $20 million over 20 years, averaging less than $1 million a year. So how does starbucks make its brand bigger and stronger? Annie McGregor, vice President of starbucks, said that by offering the best coffee in the world to consumers, starbucks is making more people know starbucks and know starbucks through word of mouth. In order to ensure the quality of coffee, starbucks is very strict about the selection of raw materials and the management of the process. Starbucks has a special raw material procurement system, each coffee bean is the best used, the color, shape of the coffee beans are evaluated by experts, and roasted in Seattle. Experts review more than 100,000 cups of coffee each year to ensure that every cup of starbucks coffee served to customers is of high quality.

Provide high value additional services

In addition to offering high-quality coffee, starbucks has a number of additional services that keep customers coming back. Starbucks has partnered with Internet companies to offer wireless Internet services to consumers. At starbucks, you can chat online for entertainment or work while enjoying your coffee. Walk into starbucks, what you see in your eyes is elegant and unsophisticated log furniture, the ear is lingering American country music, the nose is filled with rich coffee aroma. In addition, the store will install music testing equipment for customers to listen to songs. Consumers can also choose their favorite songs in the store's database or edit and collect the music according to their own preferences, making it a personalized disc to take home.

Adhere to the direct sales model

In terms of channel expansion, starbucks still sticks to the direct mode in the face of the enticing way to share costs with franchisees. Direct sale refers to the direct operation, investment and management of retail outlets by the headquarters of the company. In the direct mode, we can ensure that each chain store is under the unified management of the head office to control the quality standards. Each store's employees are uniformly trained by headquarters to ensure 100 percent American starbucks heritage. Although the initial investment was relatively large, the staff trained by the headquarters were of high professional quality and established the most professional image in the industry, which made the expansion of starbucks brand more powerful. Starbucks entered China in the early, due to legal restrictions on foreign retail in China, the first to enter the Chinese had to take the authority granted to domestic enterprises and occupy a certain share of way, with the full liberalisation of China's law on foreign retail, starbucks has begun to gradually to achieve by means of a share buyback and wholly owned and operated in China.

Franchise stores can only copy the appearance of starbucks, not the unique values and corresponding management system of starbucks. Starbucks especially emphasizes communication with customers. Coffee makers should be able to anticipate customers' needs and make bold eye contact with customers while patiently explaining the different tastes and smells of coffee. To this end, every coffee student has to receive 24-hour training, including customer service, basic sales skills, basic knowledge of coffee, coffee makin 内容过长，仅展示头部和尾部部分文字预览，全文请查看图片预览。 nterests first and respects their contributions, which will bring first-class customer service level and good return on investment to the company. In the mid-1990s, starbucks had a turnover rate of just 60%, far below the 140% to 300% of hourly workers in the fast-food industry.

CONCLUSION

To sum up, starbucks relies on its unique cultural marketing strategy to win consumers and market. Even with slightly higher prices, starbucks still has many loyal customers, which is the charm of starbucks.

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