So, I was surfing my classmates’ marketing blogs, when I came upon Priyanka’s. Her blog entry titled, Repositioning for Starbucks? really interested me. I was at Crack the Case yesterday and the case was about Starbucks! So, I think this would be a great follow up to our team’s recommendation for the company.
One of the things that was identified in the case as a problem for Starbucks was its expansion into the China market (how much of this is true, I don’t know). While Starbucks is a very popular and well-known brand around the world, our team believes that it is necessary for Starbucks to cater towards different cultures and demographics of the world. Right now, everyone can expect to walk into any Starbucks and receive the same tasting cup of coffee and the similar environment of the retailer’s interior design. Perhaps, it is this similarity and expectation that is hurting Starbucks in some way. If Starbucks were to have specialty goods in each of the countries that it was open, it would create a unique and international experience for consumers. Of course, all the while offering the same coffee drinks, too. In China, apparently moon cakes are served during the Autumn Festival!
So, in relation to Priyanka’s article: I think it’s a good idea that Starbucks is test marketing wine. My suggestion, however, would be to limit it to only a few countries that would drink wine (i.e. France). That way, the exclusivity would be able to maintain the company’s brand image. When tourists are travelling around the world, they wouldn’t expect the same things from every Starbuck. Rather, the uniqueness of Starbucks in different countries will keep consumers wanting to experience the specialty limited only in that country!