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

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 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.