What should Starbucks do to Survive the Pandemic

Abstract

With the spread of the novel coronavirus, the whole world has been seriously affected. Both People's Daily life and the development of society have been severely affected. So how to develop during the epidemic and even recover after the epidemic has become an important issue in today's world. This paper takes the global coffee chain brand Starbucks as the main object, makes a detailed analysis of the brand culture and development through SWOT analysis, and provides industry development suggestions for the Starbucks brand and related industries. By evaluating its own strengths, weaknesses, opportunities, and threats in external competition, it can use this method to conduct a comprehensive, systematic, and accurate study of the situation of the research object, so as to formulate corresponding development strategies, plans, and countermeasures according to the research results. The study found that Starbucks' distribution model and innovation are great advantages for the brand, but the relatively high price has affected people's purchase desire. Therefore, Starbucks needs to strengthen customer loyalty and use digital media promotion to meet customer needs and increase brand value.