SWOT Analysis Of Starbucks In China

Starbucks has entered in Chinese market for many years already; it has about 1500 stores in China, including 8,500 shops owned by Starbucks directly and also around 6,500 shops on franchises and licences. But Starbucks beverage product did not reach same success as the stores going. This paper will focus on Starbucks beverage products market situation in China, and design a marketing communication plan called “ Portable Starbucks with you”, the campaign will sponsor main China domestic airline company to offer Sarbucks ready to drink bottled Frappuccino on the airplane to the passangers, meantime, sell bottled coffee product in airport, hotel, touristic places, and commercial and business building centres. Through all these market plan to improve the beverage …show more content…
This cooperation replied on both parties advantages; it helped to Starbucks strengthen the localization of innovation ability for ready-to-drink beverage product lines and better to meet the needs of Chinese customers.
To be better understanding the current market situation of Starbucks bottled coffee product in Chinese market. Following are the SWOT and PORTER FIVE FORCES analysis.
2.1 SWOT analysis for Starbucks
T able 1: SWOT analysis
Strengths Weakness  Brand awareness is very high in China
 Upper& middle class consumer recognized very well
 Distribution channel is strong after cooperate with master kong.
 Strong market position, especially in big city (Shanghai, Beijing, Hong kong) in China.
  Single product can’t meet variety need of local consumer
 Supplier chain is not strong
 Price is high
 weak innovation and creativity for coffee and coffee related products
Opportunities Threats  High demand of coffee drink in China, especially bottled , fast consuming package.
 Develop in small and middle city in China, the salary and market is