Starbucks Plan To Enter the Japanese Market

363 words | 2 page(s)

Starbucks Corporation is an American international coffee company and coffeehouse chain with its headquarters at Seattle, Washington. Starbuck has been referred as the largest company for coffee globally with over 20,000 stores in different countries. For the company to successfully enter the Japanese market, it has to study the business environment in japan. Things like population, target market, per capita income will be researched before the company launches a product to the Japanese market. The success of the marketing of the company depends on how it designs its marketing strategy. It has to properly examine the Ps of marketing such as product, process, people, promotion, place, and price.

Starbucks marketing strategy is on its mission, which has been to establish the company as the premier purveyor of the fine coffee in the world in the world while maintaining its principles. The success of Starbucks in the Japanese market will be determined to its ability to carry out effective market research and to develop products that meet the needs of the customers. The company approaches each market segment with the products, which help in meeting their needs. Extensive research in identifying diversified consumer’s needs have played a substantial in enabling the company to introduce not necessary customer relations strategies, but rather, techniques that wholly satisfies the consumers.

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Creativity and innovation can play a substantial role in addressing the modern Japanese consumer’s needs, which can help the company to create a niche in the market. The company has to research the PESTEL analysis of the Japanese market. PESTEL is an analysis of the macro-environmental factors which have great impacts on the firm’s performance and operation. It helps in determining the most appropriate strategies that will contribute to the organizational success. By understanding the environmental factors that surround the business operations, managers will be able to develop effective strategies that may contribute to the improvement in organization’s performance and success.

The population of japan will be analyzed together with the living standards of the prospected customers, which will help in the pricing strategy to be adopted.

  • Michelli, J. (2006). The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary. New York: McGraw Hill Professional.

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