Starbucks Commercial Mode Essay

Parts of Commercial Mode of Starbucks in China Starbucks, one of the first café chains shown in China (Starbucks History), has now become the symbol of café restaurant to Chinese. Café is an industry that has too long history to make a huge profit (Lewis 1989), however, Starbucks seems to make success in it, despite its relatively high price for Chinese working class and unexceptional quality for coffee fans. The key to that is likely to be Starbucks’ unique commercial mode, which is about its precisely targeting group, its brand propaganda and its shrewd globalization. Throughout this essay, I will show more details about how Starbucks’ commercial mode operates successfully. From the beginning of Starbucks’ found, it made a choice about its positioning. Grab a cup of coffee on the way to office every day will cost more than a thousand yuan, and the average monthly disposable income in China is 2395 yuan (Guo 2017). Starbucks offers products that might be not so affordable for the lower class to clarify its targeting group. There was a time that some upper-class people in China enjoyed carrying a Starbucks’ cup as a show-off (Schiavenza 2013). It helps develop a stereotype in people’s mind that Starbucks is high quality. Besides the visible price positioning, there are also other invisible factors, for example, there is a fully automatic coffee machine and the process …show more content…
From the beginning of Starbucks introduce, it has grown so rapidly these years with its marketing strategies that it is likely that Starbucks will keep its status and have a further success based on its popularity and its diversity in China. However, Starbucks is so successful that these strategies are likely merely three of many ones. Limited by my ability, above is all about my research on Starbucks’ commercial mode in