关于星巴克的.docVIP

Executive summary We choose the Starbucks shop at Wanda in WuXi. According to the market situation and strategy, the coffee market is very suitable for Starbucks. It understands the requirements of Chinese so its characteristics can attract more Chinese. We analysis it’s competitors and consider more to improve our Starbucks. The PEST and SWOT analysis of Starbucks and according to the market to decide go on the mission and make a plan to the objectives. The product mix and financial, budget, and forecast. The last but not least, the market mix and control of Starbucks. 2. Situation analysis China’s coffee market is very suitable for Starbucks enter into it. More and more development of economy, many people take coffee as their one of part of daily life. The potential chance and good market competitors give it good pressure. The needs and wants of customers, it can understand and give them a good enjoy. 2.1 Market summary 2.1.1 Current Market Situation and Strategy China’s coffee market is good for Starbucks to enter into it because coffee becomes a culture and many people like drinking coffee like its environment. The potential huge market gives it opportunity to develop its market share. It has a good run model; it gives a third space for the customers. It provide high quality coffee and good service. More and more customers like the brand. It understand the culture of China, so it has tea and any others products can attract customers. 2.1.2 Major competitors and their strengths and weakness Shang Dao coffee is the coffee brand of Taiwan. Strength: It is famous for the high quality coffee beans and good taste. It cooperates with the tea culture and coffee culture and it provide elegant environment, good service, and favorable price. It is a good place for lovers. Weakness: It is a Taiwan coffee brand so it don’t the special part for foreign people. It lack The creation, its cake is not very deliciou