Research on Starbucks marketing strategy and future development means based on 4P model

EIC International Curriculum Center, Shanghai, 200041, China

^* Corresponding author: eictrainingschool@eiceducation.com.cn

Abstract

China is the largest developing country in the world, which determines that China is a huge potential coffee consumption market, and also determines that China is bound to become a lucky place for Starbucks. This paper for the research object, through the literature method, questionnaire survey, mathematical statistics method to analyze the marketing environment of Starbucks, combined with the analysis of 4P theory, found that the Starbucks product features, high price, offline stores, promotions to attract customers, promotion is not enough. In this regard, Author have proposed the specific characteristics of the product. In terms of improving the service level and price, the market segment is mainly based on customer demand, the channel mainly focuses on communicating with customers and improving the marketing experience, and the promotion mainly focuses on creating response measures in line with consumers. Suitable for the marketing of domestic coffee and beverage industry such as Starbucks.