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

Junyou Liu ()
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Junyou Liu: Pennsylvania State University, Division of Undergraduate Studies

A chapter in Proceedings of the 2022 2nd International Conference on Financial Management and Economic Transition (FMET 2022), 2023, pp 571-577 from Springer

Abstract: 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.

Keywords: Starbucks; Pricing Analysis; Marketing Strategy; Price Discrimination (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-054-1_62

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DOI: 10.2991/978-94-6463-054-1_62

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