Answer :
The business report on Starbucks in Malaysia based on the above requirements is given as follows.
Starbucks Malaysia Report
Starbucks Malaysia,founded in 1998, is the largest coffeehouse chain in the country with over 200 stores.
It targets a diverse market, including teenagers, working adults, and children. Known for its high-quality coffee and comfortable atmosphere, Starbucks Malaysia offers a range of products such as coffee,tea, pastries, and sandwiches. Prices are competitive, with periodic discounts and promotions.
The stores are strategically located in malls, shopping centers, and busy areas, complemented by a mobile app for convenient ordering.
Marketing efforts include TV ads, print media, and social media, along with sponsorships of events. Sales promotions and a rewards program enhance customer engagement and loyalty.
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Final answer:
Starbucks Malaysia leverages its global brand legacy to offer quality coffee and beverages, targeting a wide demographic including young adults and professionals, with a preference for premium pricing and strategic locations. The brand engages customers through loyalty programs and local marketing initiatives, emphasizing a strong community of coffee enthusiasts.
Explanation:
Background of Starbucks Malaysia
Starbucks Coffee Company, founded in Seattle in 1971, has grown from a local coffee bean retailer to a globally recognized coffeehouse brand. Howard Schultz, inspired by the rich coffee culture of Italy, transformed Starbucks into a coffee house concept in 1987, emphasizing quality coffee, customer experience, and corporate social responsibility. Starbucks Malaysia entered the market, continuing the legacy of quality and innovation, focusing on local culture integration while maintaining global standards.
Target Market
Starbucks Malaysia targets a broad customer base, including young adults, urban professionals, and families. The brand appeals to those who prioritize quality coffee and beverages, a cozy ambiance for relaxation or casual business meetings, and the convenience of a global coffeehouse experience.
Product
Starbucks Malaysia offers a diverse range of products, including specialty coffees, teas, frappuccinos, and an array of food items like pastries and sandwiches. Seasonal and limited-edition flavors tailored to local tastes and festivals also feature prominently.
Price
Starbucks employs a premium pricing strategy, positioning itself as a provider of high-quality coffee and customer experiences. This pricing reflects the company's focus on quality ingredients, innovative beverage creation, and providing a comfortable environment.
Place (Distribution Strategy)
Customers can purchase Starbucks products through various channels including in-store, drive-through, and mobile app ordering. The brand's strategic location in high-traffic urban areas and malls ensures easy accessibility for consumers.
Promotion
Starbucks Malaysia attracts customers through a mix of marketing strategies including loyalty programs, seasonal promotions, and collaborative campaigns with local influencers. These efforts are aimed at building a strong community of coffee lovers while catering to the local market preferences.
