Coffee Market Research Articles

An Analysis of Starbucks Operation and Management Strategy in China

Starbucks' growth has slowed in recent years. The "golden decade" of Starbucks is still far away. This article aims to analyze Starbucks China's management's pain points and difficulties and give corresponding suggestions. The analysis in this article comes from texts and data from different sources such as news, periodicals, and Starbucks' official website. The article first described the general situation of Starbucks in China's coffee market, showing how it expanded its stores and developed its brand in China. Then, the article describes Starbucks's four primary pain points and dilemmas in China. The pain points reflect the impact of the external environment on Starbucks' marketing. For example, the market is highly competitive and has regional gaps. This dilemma reflects the effects of Starbucks' internal problems on marketing. For example, staff training is not in place, and online and offline sales development is unbalanced. Therefore, Starbucks still has many deficiencies that need to be improved on the road of Chinese management. Starbucks can only return to the development speed of the "golden decade" by improving these deficiencies. In response to these deficiencies, the article gives four corresponding opinions, which are to expand the business to increase competitiveness; optimize employee incentive system to improve service quality and turnover; increase promotion of coupons to attract more consumers; establish Online communities to increase online sales and maintain their brand image.

Analysis of Luckin Coffees Operating, Marketing and Expansion Strategies

As the big data applications and online retail mode get increasingly involved in daily lives, differential marketing and operating strategies are continuously surfacing. With the exponential expansion, China's coffee industry is catching up to the average global consumption rate. More and more emerging companies are appearing in people's fields of vision in this cutthroat industry that is still far from being saturated. Luckin Coffee, the first Chinese coffee company, revolutionized the traditional coffee industry with its digital operations, big data planning, and fission marketing. This paper will focus on Luckin Coffee, a rising star in Chinas coffee market, by examining and analyzing the operating and marketing schemes that they implement under such big environments. By exploiting case analysis, comparative analysis, data analysis, and document analysis, the advancement of Luckins operating and marketing strategies can be concluded, consisting of disparate positioning of offline coffee shops, mass implementation of fission marketing, alleviating time duration on delivery and self-pickup services, and innovation on taste and products by big data predictions.

Two Giants of the Chinese Coffee Market Different Marketing Paths of Starbucks and Luckin Coffee

Different coffee brands have joined the Chinese market in the last decade as the market has grown and the number of users has risen. The global coffee brand Starbucks and the regional Chinese coffee brands have always been able to occupy a higher market share against the context of a steadily growing number of competitors. This study uses a questionnaire survey to explore the causes behind this and applies 4Ps to compare and contrast the two coffee brands' marketing approaches as well as their advantages and disadvantages. Starbucks and Luckin Coffee shouldn't relax and take it easy on the Chinese coffee market; instead, they should innovate and improve their marketing strategies to keep hold of their current clients and continue exploring potential customers.

Determining Consumer Groups: The Core of Efficient MarketingBased on the Comparative Analysis of Starbucks and Luckin

With the development of the times, drinking coffee has become a trend. Among many coffee brands, Starbucks Coffee and Luckin Coffee have always occupied a seat in the Chinese coffee market. Even though their background culture and marketing methods are quite different, which can not help wondering why they have so many differences but can achieve such remarkable success at the same time, and whether they both have what characteristics at the same time. Therefore, the article will study the two companies separately through case analysis, and carry out a comparative analysis of the marketing models of Starbucks and Luckin in combination with the 4P model, to find the common ground - the connection between the success of the brand and a clear and stable consumer group. It is hoped that through this conclusion, more businesses will shift their attention to consumers, to help more enterprises gradually move towards success.

Analysis of the Current Situation of Starbucks' Operation in Chinese Market

With the gradual expansion of the Chinese coffee market, Starbucks has continued to increase its investment in the Chinese market, which has made China the largest overseas market for Starbucks in the world. With its unique corporate culture, Starbucks has maintained good relationships with its customers while ensuring the quality of the products, and there is much to learn from its success of Starbucks. This paper uses SWOT theory, comparative analysis, and strategic research to analyze the current situation of Starbucks in the Chinese market. The primary data for this paper is obtained from the Starbucks website and other journal papers. This paper will examine the current brand positioning and operations of Starbucks in-depth and provide analysis and recommendations. As Starbucks is proliferating in the Chinese market, certain previous studies may have issues such as untimely information, and there is still a need to update relevant information for this type of business to meet the accuracy of the information.

Comparative Analysis of Manner Coffee and Starbucks in Marketing Strategies

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.

Research on the Ways of Luckin Coffee to Capture the Chinese Coffee Market from a Marketing and Industry Chain Perspective

As a popular coffee shop among the white-collar class and the younger generation, Luckin Coffee has brought an excellent drinking experience. In recent years, as a coffee chain brand, the development speed of Luckin Coffee has surprised the coffee brand. So, it is worthwhile to discuss how Luckin Coffee provides a positive consumer experience to its potential customers through the marketing and operation methods. This paper analyzes the great success of Luckin Coffee from marketing strategy to the whole industry chain structure through a literature review and using Porter's five forces model. Although Luckin Coffee encountered some long-term operational challenges after quickly capturing the Chinese coffee market, Luckin Coffee responded to the difficulties they faced by making timely adjustments and maintaining all links in the chain.

Effects Of Involvement On The Loyalty Of Specialty Coffee Consumers

With continuing maturity of the coffee market, consumers have gone beyond the need for caffeine consumption and begun paying attention to coffee varieties, specific tastes of coffee from different places of origin, and information transparency in place-of-origin labels. This trend has not only changed the entire coffee market but also given birth to specialty coffee. In contrast to fast brewing coffee products available in convenience stores, specialty coffee emphasizes the acquisition of coffee expertise from an experiential activity. Notably, levels of customer involvement vary largely between individuals, greatly affect consumers’ willingness to purchase and loyalty following such experiential activities. Few studies have explored this difference. Therefore, this study targeted specialty coffee consumer and explored the relationships between experiential marketing, consumer involvement, and consumer loyalty. The data collected using a questionnaire were processed using SPSS 24.0 and AMOS 24.0 for statistical analyses. The results revealed significant positive relationships between experiential marketing, consumer involvement, and consumer loyalty. Consumer involvement increased when the coffee sellers had sufficient knowledge of specialty coffee. This in turn led to increased customer loyalty. In sum, coffee suppliers are recommended to pay attention to every detail of experiential activities and continually improve product quality, thereby enhancing their profits.

PROSPECTS FOR EXPANDING INTERNATIONAL ACTIVITIES OF UKRAINIAN COMPANIES IN THE COFFEE AND COFFEE EQUIPMENT MARKET

The results of the operation of international companies have a significant impact on the economy of each country, allow to build close foreign economic ties with international partners. In today’s economic conditions, international companies have particularly acutely felt the impact of the war in Ukraine on their functioning, which is caused by the destruction of logistics routes, a decrease in market demand as a result of consumer insolvency, etc. The success of management of international companies depends on the peculiarities of management, as well as on the type of international activity and the field of management of the enterprise under study. The coffee market is developing dynamically in the world, the intensification of its development in Ukraine took place about a decade ago. Due to the high demand in the market, Ukrainian enterprises are quite successful in selling imported coffee equipment, as well as using foreign supplies of coffee for the production of ready-made drinks. The study of an enterprise operating in the field of the coffee industry is currently an urgent issue that allows us to determine the prospects for the development of this area of domestic business. The article analyzes the current state of the world market of coffee machines and coffee, which shows that the United States imports the most coffee machines, with a share of 23 % in world imports. An important place in the import of this product occupied by Germany, France, Great Britain, Australia, and China, whose import shares range from 6.8 to 2.13 %. The dynamics of import volumes of the TOP-10 importers of coffee machines to Ukraine in 2020-2022 analyzed. The geographical structure of imports of coffee machines to Ukraine in 2022 is studied. The conditions for importing coffee equipment from Italy to the countries of the largest importers identified. A comparison of tariffs for the import of coffee equipment from Romania to Ukraine and the largest import competitors carried out based on which promising directions for the development of the domestic coffee market and coffee equipment are proposed.

커피전문점 MD 상품의 선택속성이 만족과 재구매의도에 미치는 영향

Purpose In recent years, due to the unrivaledgrowth of the coffee market, coffee shops have reached saturation and their profit structure has become unstable. Accordingly, coffee shops are making efforts to secure additional competitiveness by utilizing MD products to have unrivaled differentiation from other companies. Reflecting these latest trends, this study aims to identify the influence relationship of the selected attributes of coffee shop MD products on satisfaction and repurchase intention.
 Methods In order to verify the research model and hypothesis of this study, a survey was conducted from September 5 to October 4, 2022, targeting consumers who had purchased coffee specialty store MD products, and a total of 171 valid questionnaires were collected. The collected data were subjected to confirmatory factor analysis and discriminant validity analysis using the AMOS 20.0 program for SEM.
 Results The results of analyzing customer satisfaction and repurchase intention for function, price, brand, and design of coffee shop MD products are as follows. First, among the selection attributes of coffee shop MD products, function, price, and brand exhibited a significantly positive (+) effect on customer satisfaction. Second, customer satisfaction with coffee shop MD products showed a significant positive (+) effect on repurchase intention.
 Conclusion This study provides very important academic value by providing new insight into consumer behavior theory by verifying the effect of selection attributes of coffee shop MD products on customer satisfaction and repurchase intention. Also, These research findings are expected to enhance coffee shops' competitiveness and customer loyalty.

Determinants of Coffee Marketing: The Case of Coffee Growers and Suppliers in Kafa Zone, Ethiopia

Coffee is the most important cash crop commodity to the Ethiopian economy. About 15 million peoples have been directly or indirectly deriving their livelihoods from coffee product. The coffee marketing chain in Ethiopia is weak in terms of linkages with industry, agro processing and value-addition downstream of farms, provision of farm inputs upstream, and poor post-harvest operations, storage, distribution and logistics. This has resulted in poor performance of the sector mainly on the targets of export earnings that the government has planned to attain. This study aims at examining the basic factors that determine coffee marketing on growers and suppliers in Keffa Zone Gimbo woreda. Purposive and two stage random sampling technique were used and the data was collected from 78 coffee producers and supplier. The data collection tools used for the study were interview and observation on the determinants of coffee marketing in the coffee producers as well as coffee suppliers in the study area. Tobit regression was used to identify the main determinants of coffee marketing and to identify the extent of each factor on coffee producer and supplier. The result indicates expansion of illegal trade was significantly hinder the coffee market participation and reduce the amount of coffee supplied to the market. On the other hand access to market, training access, transportation access, farming experience and land size allotted to coffee production was found positive and significant. In addition restricted time schedule to buy and sell coffee product was also discourage the coffee marketing. Restricted time schedule sometimes resulted in oversupply of coffee product and low market price. Therefore, all responsible bodies like federal and regional government, kaffa zone, traders, investors, ECX, NGOs etc. should work together in order to make the society beneficiary from marketing of coffee.

Menjaga Eksistensi Dharma Boutique Roastery: Eksplorasi Strategi Komunikasi Pemasaran Pabrik Kopi Tertua di Semarang

Coffee was a leading commodity when the colonizers came to Indonesia, one of which was robusta coffee. The best coffee varieties are produced in local factories, such as Dharma Boutique Roastery.Departing from efforts to survive in business in the midst of the times, this research focuses on how the marketing communication strategy of the Dharma Boutique Roastery coffee factory can still exist in the era of the development of modern coffee factories. This research is a qualitative study with data collection techniques of observation and interviews with Dharma Boutique Roastery owners and employees. The research indicates that Dharma Boutique Roastery is the oldest coffee factory in Semarang which was founded in 1915 by Tan Tiong Ie. Located in the Semarang Chinatown complex, this coffee factory still exists today and is a supplier of Indonesian export coffee as much as 60%. In the face of an increasingly competitive coffee market, Dharma Boutique Roastery can increase its presence with effective marketing communication strategies, such as increasing presence on social media, offering unique experiences, and improving product quality. Tourists can enjoy stories and coffee at Semarang Chinatown which stores the history of Indonesian coffee.

The Emergence of Local Coffee Brands: A Paradigm Shift in Jakarta Coffee Culture

This article delves into the burgeoning coffee market in Jakarta, Indonesia, to explore the factors that have propelled local coffee brands to success. It examines the cultural significance of coffee in Indonesian society, the increasing demand for specialty coffee, and the strategies employed by local brands to gain a competitive edge. Coffee has evolved beyond a mere beverage in Jakarta, becoming a symbol of cultural importance and a cherished tradition that unites people from diverse backgrounds. The article highlights the vibrant coffee culture in Jakarta, where coffee shops serve as social hubs, fostering connections and providing spaces for relaxation, intellectual discussions, and community engagement. It explores the coexistence of commercial and specialty coffee, with local brands catering to the diverse preferences of consumers. The article also delves into the strategies employed by local brands to cater to the demand for specialty coffee, including affordability, quality sourcing, and customization options. By understanding and adapting to the unique preferences of Jakarta's coffee culture, local coffee brands have emerged as significant players, shaping the future of the city's coffee industry. The research methodology involves interviews with industry professionals and the author's observations as a coffee professional and SCA trainer, providing valuable insights into Jakarta's specialty and commercial coffee landscape.

Current Situation and Development Trend of Fresh Ground Coffee Market in China

Freshly ground coffee is coffee that is ground into coffee powder on site and then made by different extraction methods. Nowadays, with the acceleration of global economization, China's coffee industry is also booming, there are many chain cafes. Through consumer analysis in this paper, it is found that new coffee products have little impact on the overall brand store sales, and coffee needs to meet functional needs, so basic coffee is the choice of the public. In the past two years, the trend of increasing is obvious. It is estimated that fresh ground coffee will be more and more popular in the future to better meet people's needs for daily health.

Economic Analysis of the Coffee Market in Rwanda

Coffee contributes significantly to the economy of Rwanda as a major export product and the livelihood of thousands of Rwandans. As such, the government of Rwanda has taken great strides to develop the coffee production sector particularly in developing infrastructure impacted by the genocide and implementing policies to ensure sustainable growth. This study aimed to give an economic analysis of the coffee market in Rwanda. It examined the factors affecting the coffee market and identified the major in the market globally and regionally and used them as a benchmark for comparison. The study showed various measures being taken to increase the quantity of coffee produced including increasing the area of harvested coffee following a drop in area from a high of 55 000 hectares in 2014 to 21 700 hectares in 2019. Rwanda’s National Agricultural Export Board implemented measures to improve yields and production quality through providing fertilizers, improving management of wash stations and engaging private stakeholders and NGOs to train farmers in smart agriculture techniques. Consequentially the quantity of coffee produced and exported improved between 2014 and 2019.

Impact of Membership to Certified Coffee Marketing Cooperatives on the Income of Smallholder Farmers in Jimma Zone of Oromia Region, Ethiopia

Purpose: Coffee is one of the most important agricultural commodities with a significant contribution to the growth and well-functioning of Ethiopia’s economy, and to the livelihoods of millions of smallholder farmers and laborers. Despite its importance, smallholder coffee production and marketing performance have been unsatisfactory due to various reasons. The introduction of voluntary coffee certification schemes such as Fairtrade (FT) and Organic (Org) certification schemes through cooperatives are viewed as mechanisms to overcome the constraints smallholder farmers face in accessing high value coffee markets and earn better income. However, the impacts of these schemes on the livelihoods of smallholder farmers were not analyzed yet. The main purpose of this study was to estimate the impact of joining (FT, Org or dual FT-Org) certified coffee cooperatives on gross annual incomes earned by member farmers.
 Methodology: The study employed cross-sectional data collected from randomly selected sample smallholder coffee farmers through a semi-structured questionnaire. Descriptive and simple inferential statistical tests (e.g., frequency, percentage, mean, t-and chi2-tests), and PSM methods were employed to analyze the data.
 Findings: Results of the descriptive statistics depict that 234 (62.07%) of the total 377 samples farmers were members of certified coffee marketing cooperatives. Among the cooperative members, 83 (35.47%), 84 (35.90%) and 67 (28.63%) were members of FT, Org and dual FT-Org certified coffee marketing cooperatives, respectively. The results of the binary probit model however show that the decisions to join certified coffee marketing cooperatives was significantly influenced by sex, marital status, total livestock holding size, total coffee land size (ha), log total quantity of coffee produced (kg), credit access, and walking distances to development agent’s office, coffee marketing center and all-weather road in minutes, respectively. The PSM analysis results show that membership to certified coffee marketing cooperatives has a positive and significant impact on average annual gross income (ETB) earned. The average gross annual income earned by coop member farmers was ETB 14639.15, which is by 36.51% higher than their counterpart non-coop member farmers. The difference is statistically significant at 1% probability level.
 Unique Contribution to Theory, Practice and Policy: The study recommended that Cooperatives should be encouraged to establish credit and saving units in their internal structure and/or work in collaboration with other saving and credit providing institutions (such as Cooperative Bank of Oromia) to be able to provide demand-driven credit services to member farmers.

Inovasi Produk Olahan Kopi Dengan Cita Rasa Buah-Buahan Pada LMDH Watu Blorok KPH Mojokerto

: This outreach activity aims to explore the potential and opportunities of innovation in fermented coffee products with fruits to support the development of the agricultural sector in Indonesia. Through socialization and providing materials, the community and LMDH groups in Jolotundo Village, Mojokerto Regency, were introduced to the concept of innovation in processed coffee products. Fermented coffee processing with fruits has become an attractive option for coffee enthusiasts seeking variety and uniqueness in the specialty coffee segment. The high demand for fermented coffee with fruits in the domestic and international markets indicates good sales potential. Through anaerobic fermentation techniques and the use of fruits, coffee processing becomes more engaging and allows for creative flavor exploration. Through discussions and evaluations, participants were able to understand and apply their knowledge of coffee product innovation in their farming practices. In conclusion, the innovation of fermented coffee products with fruits has the potential to generate innovative, distinctive, and diverse products in the coffee market. This development can increase farmers' income, expand the market, and support the growth of the agricultural sector in Indonesia.

Analyzing the Financial Performance of Starbucks and Luckin Coffee

Numerous industries have been significantly affected by the Covid-19 pandemic, including the coffee industry. People were forced to stay at home, many coffee shops had to shut down due to the lack of customers. However, as the pandemic subsides, the coffee market now is recovering and growing at a rapid pace. Now Starbucks has over 36,000 coffee stores around the world, covering 84 countries, while in the Chinese mainland, it operates more than 6,000+ stores in over 230 cities. It is expected that by 2025, the number of Starbucks coffee shops in China will reach 9,000, covering 300 cities. In contrast, Luckin Coffee, China's largest coffee chain, in the number of outlets in China, has surpassed Starbucks with 7,846 coffee shops as of Q3 2022 and in Jan 2023 the outlets exceeded 8,400 with the accelerated growth. This essay aims to study these two key players in the coffee industry, Starbucks and Luckin Coffee, to compare their financial data via the financial statement of Year 2021 and the stock movement from May 18, 2019, to Jun 30, 2020. This analysis will bring a deeper understanding of the two companies with investigations and observations with the respect of their financial and stock performance.

Klasifikasi Cacat Biji Kopi Menggunakan Metode Transfer Learning dengan Hyperparameter Tuning Gridsearch

Defects in coffee beans can significantly impact the quality of coffee production, which can lead to a decrease in the price of coffee beans in the global coffee market. Currently, coffee bean sorting is still conventionally done to separate defective and non-defective coffee beans, which is a time-consuming process and subject to subjective selection, potentially leading to a decline in the quality of the resulting coffee beans. The objective of this research is to design and measure the performance of deep learning algorithms, CNN MobilNetV2 and DenseNet201, using transfer learning methods where hyperparameter tuning grid search is employed to select the optimal combination of hyperparameters for the defective coffee bean classification model. The study began by collecting a dataset of images of abnormal and defective coffee beans, building a classification model using transfer learning methods that utilized pre-trained models and selecting the best hyperparameters, training the model, and finally testing the created classification model. The research results indicate that the pre-trained MobileNetV2 model with hyperparameter tuning achieved an accuracy of 90%, and the pre-trained DenseNet201 model achieved an accuracy of 93%. The research results indicate that this approach enables the model to achieve excellent performance in recognizing and classifying defective coffee beans with high accuracy

Strengthening spice coffee SMEs based on digital marketing for sustainable business improvement

Digital marketing is a marketing strategy aimed at providing information to the community at large in an effective and efficient manner without being limited by space and time. This community partnership program aims to increase the understanding of the concept of digital marketing for spice coffee SMEs in Pertakina, Nglegok District, Blitar Regency as partners, by providing education, training, and mentoring. The results achieved increased partners' motivation and engagement to use digital marketing in spice coffee marketing, partners already have product logos and have created separate social media accounts for individuals and businesses. Partners can maintain their social media accounts by regularly uploading content about their spice coffee products to social media such as WhatsApp Group, Facebook, Instagram, and Youtube. The results of the evaluation with in-depth interviews show that there has been a development in the number of followers on social networks becoming more than before. This shows that there is life on social media, as evidenced by regular content uploads, catching viewers' attention and attracting consumer interest to follow spice coffee's social media.