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Starbucks in Hong KongAsia Basic analytical framework
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Quality beans, people services, place. New outlets - mail order & international ... Operated by Coffee Concepts (HK) Joint venture between Maxim's & Starbucks ... – PowerPoint PPT presentation
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Title: Starbucks in Hong KongAsia Basic analytical framework
1
Starbucks in Hong Kong/AsiaBasic analytical
framework
- What is the core business?
- What are the strengths?
- How is the market like?
- What can they do?
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Starbucks in the U.S.
- What do they offer to the market?
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How and what should they do in Hong Kong?
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The U.S. Starbucks
- Specialty coffee anywhere anytime
- Growth rate of 14 p.a., 50 of total market
- Societal trend an environmental focus and
communitys gathering place - Quality beans, people services, place
- New outlets - mail order international
- Partners UA, Dreyers, Pepsi-Cola, BN
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Hong Kong
- Cultural
- Coffee-drinkers? Or tea-drinkers?
- Economic
- Who are the customers?
- 50 cappucino sandwiches
- Demographic
- Age, sex, class
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HK Starbucks
- Operated by Coffee Concepts (HK) Joint venture
between Maxims Starbucks - Started the first operation in May 2000 -
Exchange Square - Now, 12 stores only 1 in Kowloon
- China 37 Beijing (21), Shanghai (13),
Hangzhou (2), Shenzhen (1) - Japan 238 stores
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Industry
- Competitors (70 stores)
- UCC, Pacific Coffee, Café Piatti
- Easy to enter? No barrier?
- Current strategy
- Differentiation (quality)
- Focus (office, executives)
- American experience
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Sustainable?
- Brand name
- Market large enough?
- Partners retailing experiences
- Services store atmosphere
- Local taste? Innovation ability
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So
- Value to customers what is that?
- Differentiation positioning
- Can we do it?
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