The Promotion Strategy of MANNER COFFEE in China

Cong-zhi, Zhou

doi:10.2991/aebmr.k.220405.288

Cited by 1 publication

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“…Liu, Tang, and Wang proposed that Starbucks has advantages of high brand awareness and huge market share, but poor customer satisfaction and service of the individual store [7]. Congzhi Zhou raised that customer engagement plays a significant role in the expedition of MANNER COFFEE [8].…”

Section: Introductionmentioning

confidence: 99%

Comparatively Analysis of Chinese and Foreign Coffee Brands in China: Starbucks and MANNER COFFEE

Yan¹

2023

BCPBM

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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 concluded that these two brands are conducting significantly different management models in China coffee market. Starbucks takes the advantages of its awareness and place, and MANNER COFFEE is better in product and price. To continue increasing the market share, Starbucks is suggested to explore the tier-3 and tier-4 cities and MANNER COFFEE is better to adjust the store model to match other cities, not like Shanghai. No matter using which management model, the other coffee brands in China could learn from these two brands and develop their own management strategy from the analysis approaches in this paper.

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Section: Introductionmentioning

confidence: 99%

Comparatively Analysis of Chinese and Foreign Coffee Brands in China: Starbucks and MANNER COFFEE

Yan¹

2023

BCPBM

View full text Add to dashboard Cite

show abstract

The Promotion Strategy of MANNER COFFEE in China

Cited by 1 publication

References 0 publications

Comparatively Analysis of Chinese and Foreign Coffee Brands in China: Starbucks and MANNER COFFEE

Comparatively Analysis of Chinese and Foreign Coffee Brands in China: Starbucks and MANNER COFFEE

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