A Review of Localization Marketing Strategy of Starbucks in China

Abstract

This study explores the localized marketing strategy of Starbucks, a world-renowned coffee chain brand, in the Chinese market, as well as the challenges and opportunities it faces. This article comprehensively analyzes Starbucks' localized marketing strategy in the Chinese market through an extensive search of relevant literature, including consumption grading and peripheral product sales. The literature review method helps to comprehensively understand the implementation and effectiveness of Starbucks strategy in the Chinese market. This study found that Starbucks has adopted multi-level localization strategies in the Chinese market, such as consumption grading and peripheral product sales, to adapt to local culture and market needs. These strategies help deliver a personalized coffee experience and build potential brand loyalty. However, Starbucks still faces the challenge of price competition. Therefore, it is recommended that Starbucks increase cooperation with local market products to improve price competitiveness and further segment consumer categories to meet different needs. These improvement suggestions are expected to help Starbucks better adapt to the Chinese market and improve market competitiveness, while also providing useful lessons for other multinational companies entering emerging markets.