Starbucks Keeps It Brewing in Asia
Assignment #1: Starbucks Keeps It Brewing In Asia Sarah Bean
Consumer Behavior MK510 Professor Kelly Bruning
April 15, 2012
Abstract
The following paper will discuss how Starbucks would utilize tea and instant coffee in marketing and conducting business in Asia. In this particular aspect I will discuss the culture, habits, and perceptions of tea on the Asian culture. Starbucks has the opportunity to capitalize on a top fixture of Asian culture which is tea. The essay will challenge the reader to utilize their critical thinking skills as to how Starbuck will utilize business practices to conduct business in Asia..
Introduction
The following essay will discuss the impact of tea and instant coffee on how Starbucks will conduct business in Asia, particularly in China. China has a massive consumer market with a population of 1,339,724,852. The culture of the Chinese has a strong tradition of consuming tea, as it is still the number one beverage in China. The Chinese have enjoyed tea for millennia. Scholars hailed the brew as a cure for a variety of ailments and the nobles considered the consumption of good tea as a mark of their status.( http://www.gol27.com/HistoryTeaChina.html) All of people of Asia have simply enjoyed its flavor, which Starbucks hopes to capitalize on in the Asian market. There are five tops that will be discussed in the essay. The first topic that will be discussed is to determine and discuss barriers facing Starbucks as they try to teach people to change their consumption habits from tea and instant coffee. The second topic that will be discussed is to make recommendations about what Starbucks can do successfully encourage greater coffee consumption. The third topic that will be discussed is to develop an advertising campaign that not only would encourage greater coffee consumption in general, but also
Consumer Behavior MK510 Professor Kelly Bruning
April 15, 2012
Abstract
The following paper will discuss how Starbucks would utilize tea and instant coffee in marketing and conducting business in Asia. In this particular aspect I will discuss the culture, habits, and perceptions of tea on the Asian culture. Starbucks has the opportunity to capitalize on a top fixture of Asian culture which is tea. The essay will challenge the reader to utilize their critical thinking skills as to how Starbuck will utilize business practices to conduct business in Asia..
Introduction
The following essay will discuss the impact of tea and instant coffee on how Starbucks will conduct business in Asia, particularly in China. China has a massive consumer market with a population of 1,339,724,852. The culture of the Chinese has a strong tradition of consuming tea, as it is still the number one beverage in China. The Chinese have enjoyed tea for millennia. Scholars hailed the brew as a cure for a variety of ailments and the nobles considered the consumption of good tea as a mark of their status.( http://www.gol27.com/HistoryTeaChina.html) All of people of Asia have simply enjoyed its flavor, which Starbucks hopes to capitalize on in the Asian market. There are five tops that will be discussed in the essay. The first topic that will be discussed is to determine and discuss barriers facing Starbucks as they try to teach people to change their consumption habits from tea and instant coffee. The second topic that will be discussed is to make recommendations about what Starbucks can do successfully encourage greater coffee consumption. The third topic that will be discussed is to develop an advertising campaign that not only would encourage greater coffee consumption in general, but also
References: (http://bx.businessweek.com/india-media/ (www.dreamstime.com) http://www.gol27.com/HistoryTeaChina.html (http://kaleidoscope.cultural-china.com/en/8Kaleidoscope5550.html http://www.myhealthbeijing.com/2010/01/why-do-so-many-chinese-men-smoke/ (www.quickmba.com/strategy/swot (http://www.reliableplant.com/Read/14403/smokers-drink-nearly-2x-as-much-coffee-as- non-smokers