Year: 2024
Type: article
Abstract: Starbucks is a multinational coffee chain in the United States and the largest in the world. The brand has always emphasized providing customers with high-quality coffee and unique coffee experience, and is committed to becoming a social gathering place and delivering a warm and caring coffee culture. At present, the competition in China's coffee market is increasingly intensified, and the trend of consumption downgrade is prominent. However, after Starbucks became the first professional coffee company to go public in 1992, the brand still maintains its top position. To explore the Starbucks brand based on the background of the Z era of marketing strategy, this paper adopts the literature analysis, and case analysis, to elaborate on the development status of Starbucks and brand advantages and disadvantages, put forward the brand in the "third space" substitutability and brand selling point, and the lack of marketing direction, in order to provide reference and reference for other brands. Through the comparison and collation of relevant data, this study finds that Starbucks has a strong brand advantage and a unique marketing strategy, but also faces the threat of seizing market share in the industry.
Author: Rongjin Cheng
Institution: Tianjin University of Technology
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405590580