Singapore Starbucks Marketing
1. INTRODUCTION
Starbucks Coffee Company was founded in Seattle in 1971, Pike Place Market by Jerry Baldwin, Gordon Bowker and Zev Siegl, with a vision to educate the consumers about fine coffees. Starbucks began to expand when Howard Schults took it over in 1987. Since then, Starbucks grew from a small, regional business into the undisputed leader in the specialty coffee industry, and privileged to connect with millions of customer every day with 18,000 retail in 60 countries
2. STARBUCKS MACRO ENVIRONMENTAL & MICRO ENVIRONMENTAL FORCES
2.1 Starbucks macro environmental force (Cultural factor) 2.1.1 Singapore community structure Singapore is known for its diversity, made up of various ethnic groups: Chinese, Malays and Indians. The most practiced religions are Buddhism, Islam, Christianity and Hinduism. The main languages are Malay, Chinese (Mandarin), Tamil and English. English is the language of administration, while Malay is the national language. With a moderately high cost of living, Singaporeans are able to indulge in luxury goods. Much of Singapore’s entertainment is influenced by Western culture. According to Singaporean social commentator Francis Yim, “Coffeehouses are a sign that Singaporeans have achieved the status of a developed nation and we are breaking new ground in the area of becoming a cultured society.” In the past during the construction of Singapore, Singaporeans did not have the time to enjoy their cup of Java. The first Starbucks coffee outlet in Singapore opened on December 14, 1996, in Liat Towers, with the help of BonStar Pte. Ltd. Bonvests is an ideal partner for several reasons. Bonvests has acquired expertise in running food businesses, like the local Burger King chain. They also know and understand the local consumer market, government regulations, and the local real estate market. 2.1.2 Singapore influence on Starbucks Marketing Starbucks chose Singapore for its entry in the Southeast Asian market because of the
Starbucks Coffee Company was founded in Seattle in 1971, Pike Place Market by Jerry Baldwin, Gordon Bowker and Zev Siegl, with a vision to educate the consumers about fine coffees. Starbucks began to expand when Howard Schults took it over in 1987. Since then, Starbucks grew from a small, regional business into the undisputed leader in the specialty coffee industry, and privileged to connect with millions of customer every day with 18,000 retail in 60 countries
2. STARBUCKS MACRO ENVIRONMENTAL & MICRO ENVIRONMENTAL FORCES
2.1 Starbucks macro environmental force (Cultural factor) 2.1.1 Singapore community structure Singapore is known for its diversity, made up of various ethnic groups: Chinese, Malays and Indians. The most practiced religions are Buddhism, Islam, Christianity and Hinduism. The main languages are Malay, Chinese (Mandarin), Tamil and English. English is the language of administration, while Malay is the national language. With a moderately high cost of living, Singaporeans are able to indulge in luxury goods. Much of Singapore’s entertainment is influenced by Western culture. According to Singaporean social commentator Francis Yim, “Coffeehouses are a sign that Singaporeans have achieved the status of a developed nation and we are breaking new ground in the area of becoming a cultured society.” In the past during the construction of Singapore, Singaporeans did not have the time to enjoy their cup of Java. The first Starbucks coffee outlet in Singapore opened on December 14, 1996, in Liat Towers, with the help of BonStar Pte. Ltd. Bonvests is an ideal partner for several reasons. Bonvests has acquired expertise in running food businesses, like the local Burger King chain. They also know and understand the local consumer market, government regulations, and the local real estate market. 2.1.2 Singapore influence on Starbucks Marketing Starbucks chose Singapore for its entry in the Southeast Asian market because of the