Starbucks Brand Strategy Research

With the high speed of economic, people pay more attention to spirit lifethan material life after entering the WTO. Coffee culture, fashion and modernlife are closely interconnected and cafe becomes the best rest, socialoccasions. People consume 74 billion cups coffee and there is US$300 billion salesof per year in the world. It is regarded as having the most potential coffeemarket in the world by International Coffee Organization because the averageconsume is only one cup each person per year in China compared with threecups consumption in the Occident. The increase of coffee consumption isabout 10% in China now.It was more than RMB8000 billions operating income of the chain ofChina Coffee in 2004.Coffee Chain becomes one of the best undertakingchannels because low risk and better benefit. People pay more attention to brand because it is the support for businesslong living. Starbucks has become the biggest coffee tradesman with morethan 5000 retail shops in the globe and a famous brand after rapid expandingin the early 90's since it set up in Seattle. Starbucks develops the oldest goodsto the different, long brand with high additional value which Starbucks brandvalue was up to 25.476 billions in 2005 from 24 billion in 2004.. So, what're the secrets that Starbucks becomes a globe business from asmall company? On the basis of integrating theory with practice, the thesisanalyzes Starbucks brands from six aspects: brand position, brand experience,brand assets accumulate, brand broadcast, brand chain and brand extensionusing marketing and strategy theory including brand, chain management andSWOT. The successful experiences are special position of the third space,consumption experiences, relationship assets accumulate between customer,staff and suppliers, coffee religion, oral broadcast, the flexible mode of chainand brand extension.In the last chapter, the thesis analyzes the Starbucks brand problems: themode of chain and brand extension. According to the first problem, Starbucksshould use two ways including region authority and direct sale together.According to the second problem, Starbucks should stick to that coffee is thecore business and music is the sideline. Otherwise, it will be default becausethe expanding goods are far from the core value result in brand fuzzy image.I hope the thesis could give the related line operator valuablesuggestions.