Starbucks

1. Executive summary

Starbucks has 40-year history. It established the brand loyalty. Although their coffee is famous around the world, it need multiple foods or services to satisfy the customers. In recent years, Starbucks has brand extension continuously. It isn’t sell the coffee only. Coffee cups, cakes, breakfasts…you can find in Starbucks now. Therefore, the management decides to launch which kind of foods.

In this report, we would analyze the customers behavior of purchase at Starbucks, the reasons and what kind of foods to purchase, their favor of new food. These factors can find out which kind of food do the Starbucks better to launch. Besides, we would investigate whether the new products cause good effects. Then, we give the recommendation to management to solve their management problems.

2. Research Project Title

New products entry in Starbucks Hong Kong

3. Company Background

Starbucks opened the first store in SeattleWashionton in 1971. At that moment, the company size was small, but they had big ambitions in early days. Starbucks public offering in 1982, over the years, Starbucks has grown into a global company its exclusive brand coffee in domestic and international markets. The Starbuck has been lined with the best coffee products in world. Starting from a cup of coffee, Starbucks has changed the people around the world drink coffee habits. More remarkable is that it let one down the street selling goods become a high-end products. It created a Starbucks-style way of life. Starbucks in the market lead in an extremely competitive market area. The growth rate of the company has increased at a rate of more than 50% every year since 1987, and shows no decline of it. Starbucks is characterized by its "third place concept".

Starbucks Coffee in Hong Kong since May 2000. Now,