Analysis of localized marketing strategies of multinational companies ---based on the 4P model

Abstract

Foreign companies' localization issues are becoming more and more obvious, serious, and widespread. Examples include the Starbucks incident, the HM Xinjiang cotton incident, the Sam incident, etc. These incidents have upset many Chinese people and have had some effect on the companies involved, but an investigation has revealed that there is no comprehensive analysis of the issue or coordinated solutions. One of the many foreign firms with significant market share and influence in China is Starbucks, a typical example of a foreign firm with localization issues. However, in recent years, there have been events like the ejection of police officers, price disputes, and product quality issues that have had some effect on Starbucks' brand reputation, industry evaluation, and even sales. In order to analyze Starbucks' product, price, location, and promotion using the 4P method and to provide a thorough analysis of the brand marketing strategy, this study will use Starbucks as a case study. Finally, we offer Starbucks three suggestions. First, Starbucks can spread awareness of its brand concept by planning charitable events. Second, we think Starbucks could introduce goods with Chinese characteristics to localize the brand's image. Thirdly, we think that Starbucks should improve corporate culture training and staff service awareness in response to the police eviction, as well as open public rest areas to satisfy customer demand.