Starbuck Marketing Project

Abstract

As the world’s largest coffee chain brand, Starbucks occupies a leading position in the global market with its high-quality coffee products, excellent customer experience and unique brand culture. This paper analyzes the market status of Starbucks based on multiple dimensions such as brand positioning, pricing, core competitive advantages, and combines tools such as SWOT analysis and VRIO analysis to comprehensively analyze Starbucks’ competitive landscape and development opportunities. Finally, it proposes suggestions for Starbucks’ future growth from four aspects: digital upgrading, product diversification, brand rejuvenation, and sustainable development, providing a reference for Starbucks’ future strategic layout of globalization and localization in parallel.