| After joined the WTO, China’s economy and culture have developed rapidly. Product standards and service quality of each industry become integrated into the international market in the context of globalization. With the consumption demand’s rising, people’s consumption concept is developing towards diversification and internationalization. Particularly, growth in China’s imports of coffee annually in recent years has shown that the habit of drinking coffee has spread to Chinese from European. According to authoritative statistics, imports of coffee from 2007 to 2011 in China, was 140,000 tons. However, the annual import of 2012 was about 40,000 tons, increased by 41% over the previous year. And it was expected to reach 100,000 tons in 2013. In the near future, China has a huge potential to become the second largest consumer of coffee in the world after America.Currently, the average coffee consumption in China is no more than 10 cups per person per year, while it is 600 cups in Europe. It is a huge market with shock. Predicted the enormous potential of the Chinese market, many international coffee brands have started building their own marketing network in China so that they can occupy this market in priority before it erupted. Starbucks has been owning over 1,000 stores in more than 60 cities since entered China in 1990. Stores of Costa Coffee have expanded rapidly to more than 200 after entered China in recent years.Although the Chinese tea culture has deeply impacted on people’s eating habits for thousands of years, young consumers with dynamic are displaying more individualism striving to be more fashionable, and coffee has become a synonym of self-advocating and life enjoyment. Rapid expansion of various coffee brands also undoubtedly proves that the coffee itself is getting more and more consumer recognition, especially from those young office workers with purchasing power who represent a new era of China’s consumption situation.Based on the market situation, there’s a huge growing space of coffee market in China. However, the competition is also getting more intense. Choosing Nanjing, Jiangsu Province as the study area, this paper focus on five international coffee brands:Starbucks, Costa Coffee, McCafe,85℃ Coffee, and TOMYork Coffee. They mainly choose areas in various shopping malls, business circle, downtown, residential, office clusters and area with intensive crowds as their important sales position to open retail experience stores. Although the space of expansion of these five brands are still continuing, single sales models, limited service quality, and serious homogenized products cannot timely meet consumers’changing demand for products and services.Based on the research of freshly brewed coffee market in Nanjing, this paper analyzes the marketing strategy and competitive strengths and weaknesses of these five brands, as well as carrying out a questionnaire survey of coffee consumers, investigating their acceptance of each brand, sensitivity to price and etc. Then to carry out market segmentation of the whole coffee market combining group characteristics and demand changing of research objects. On this base, this paper proposes some marketing strategy recommendations for new freshly brewed coffee brand entering Nanjing market. It was hoped that these recommendations given by the author could provide a positive reference for marketing model development and expansion of domestic freshly brewed coffee brand. |
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