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Research on the Optimization of Starbucks’ Marketing Strategy
- 1 Xiamen Foreign Language School
* Author to whom correspondence should be addressed.
Abstract
With the rapid advancement of the Internet and the advent of the new retail era, customer behaviour and perceptions are undergoing significant changes. The coffee market, as an emerging consumption domain, is demonstrating a rapid growth trend in China. Against this backdrop, Starbucks, a globally renowned coffee chain brand, is encountering unprecedented challenges and opportunities in its marketing strategies. This paper takes Starbucks as a case study and employs methods of literature review and case analysis, alongside frameworks like Porter's Five Forces Model, PEST Analysis Model, and 4P Marketing Theory, to comprehensively dissect the macro and industry environment confronting Starbucks in its current marketing endeavors. It delves into its marketing strategies and proposes feasible optimization schemes for service marketing strategies. The research reveals that Starbucks has distinct strategies in product, price, place, and promotion, yet there are still areas that require improvement. Consequently, this paper puts forward several viable optimization suggestions, including enhancing product innovation, standardizing pricing mechanisms, expanding marketing places, and enriching promotional approaches. Implementing these strategies is anticipated to provide valuable references and inspirations for Starbucks to enhance its marketing efficacy and better address market challenges.
Keywords
New retail, Environmental analysis, Marketing strategy, Starbucks
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Cite this article
Chen,Y. (2025). Research on the Optimization of Starbucks’ Marketing Strategy. Advances in Economics, Management and Political Sciences,153,97-102.
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