The marketing strategy of starbucks in China market

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I‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍ am writing a paper about the marketing strategy of starbucks in China market. The target customers are GenZ market. The following is the outline and table of content of the whole paper. But now the writer will only need to do 2 parts (references are required): Second Strategy: Re-branding and Re-structuring of Teavana 1) Implementation 2: Teavana Brand Positioning 2) Implementation 5: Marketing Content and Channels (eg. KOLs, short video like tiktok) Total words required for these 2 parts around 1100 words which 50% for each part. Table of Contents Introduction (Only Company Background: 300 words) Assessment of Situation (Arrive at Conclusion of China & GenZ: 1500 words) External Environments Internal Analysis Profiling of Targeted GenZ Segment Business Model Strategies and Implementations First Strategy: Deeper Penetration of GenZ Home/Office User Base (4000 words) Competitive Landscape Implementation 1: Product Development Implementation 2: On-site 2 Off-site Customization Laboratories Implementation 3: Marketing Con‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍tent and Channels Costing & Pricing Analyses Measurements of Progress 3 Year Targets and Value Creation Estimates Second Strategy: Re-branding and Re-structuring of Teavana (4000 words) Competitive Landscape – 600 Implementation 1: Product Development – 600 Implementation 2: Teavana Brand Positioning- 600 The Teavana brand positioning is not just relatively high end but Gen Z market focus. It encompasses a combination of fun, convenience, health and quality. The slogan of the new Teavana is “ life relieve, mindfulness tea”, the core value is to deliver a tasty and healthy drinks with high quality ingredients at a moderate price within a few minutes. Implementation 3: Store/Kiosk Types – Implementation 4: Geographical Targets and Store/Kiosk Openings – (tier 1 tier 2 cities) – 700 Implementation 5: Marketing Content and Channels – 700 Costing & Pricing Analyses – (part of pricing covered in product dev above) Measurements of Progress — 3 Year Targets and Value Creation Estimate – 800 Conclusions ‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍(400 words)

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