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
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
Company overview and main business in the world Business Model Analysis Carrefour in China Understanding the Chinese market and consumers Situation and competitors’ analysis (local & int’l) Major Problems Next Step Out
