MARKETING STRATEGY FOR SETTING UP AN OWN COFFEE SHOP IN CHINA : Using Starbucks as a case study

The thesis aimed to find out a suitable marketing strategy and making a marketing plan for setting up an own coffee shop in Shanghai, China. Coffee was one of the most popular drinks in the world and coffee has been accepted by more and more Chinese people. Coffee industry was well-received choice for the entrepreneurs to start up their own business in China. Marketing strategy played an important role in the intense market competition. A successful marketing strategy could help the coffee company seize more market share. The topic was mainly divided to two parts. In the first part, the author used Starbucks as a case study. Starbucks excellent marketing strategy was analyzed to seek some inspiration and provide reference for the own coffee shop. Another part was a marketing plan for the author’s own coffee shop. Compared with Starbucks, the author used good strategies that were similar to Starbucks’s marketing strategy. In different aspects, the author made unique strategies for the own coffee shop according to a specific situation. Literature review, present press, theoretical framework and practical analysis were the main methods to complete the thesis. As a result of the thesis, the author succeeded in working out a marketing plan, which was beneficial for establishing an own coffee shop in Shanghai, China in the future. At the same time, the thesis also provided some useful suggestions for coffee companies or coffee brands in China