Analyzing Competitors Objectives Strategies Competitor Actions Reaction Patterns Strengths Weaknesses

Services Differentiation Ordering Customer Installation Ease Consulting Delivery Customer Maintenance Training/& Repair

1 Company Overview 2 Chinese Market 3 5 force analysis 4 4P analysis 5 Suggestion

1. Overview 1. World café market 2. History 3. What is Starbucks 4. Company’s figure 5. Business model 6. Marketing strategy 3 Starbacks 2. Analysis 1. SWOT 2. Chinese market 3. Starbucks in China 4. Competitors 5. Obstacles 6. Future plan

Why New Products Fail “ Over Championing” Overestimated demand Poor Design Poor Marketing execution High development Costs Strong Competitive Reaction C2000 Prentice Hall

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Bases for Segmenting Consumer Markets Geographic Region, City or Metro Size,Density, Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation or Income Psychographic Lifestyle or Personality

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