Abstract:The average disposable income in China is obviously rising in recent years, leading to the increase and diversity of people's consumption behavior. More and more coffee brands are appearing in the Chinese market to segment their clients to keep up with this trend. This paper investigates the current marketing strategy of Starbucks and MANNER COFFEE using the marketing theory of the 4Ps. Also, through some comparison in data, it is obvious to find distinct development ways of these two brands. The study conclud… Show more
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