Comparative Analysis of Manner Coffee and Starbucks in Marketing Strategies

Abstract

The Chinese coffee market is growing at a fast pace with huge potential. Customers are more willing than ever to drink coffee in their daily life. As coffee becomes more popular, many domestic specialty coffee shops flourish in China. For the first time, these specialty coffee shops, which typically serve higher-quality coffee, have opportunities to expand their business scales and contribute to China's broader coffee culture. This paper chooses Manner Coffee as its main subject and compares its marketing strategies with those of Starbucks via the 4Ps framework, aiming to identify key features behind Manner Coffees success as a specialty coffee store and explore a generalized mode for specialty coffee brands development in the market.