Due to recent falling sales in the U.S. Market, Starbucks has decided to
revamp its marketing strategy. The firm decided in order to increase sales it
should now add wine, beer and more food options to its menu1,
Starbucks has also decided to add “mobile ordering” as an option. The decision
for mobile ordering came in the wake of the nation’s constantly increasing
tendency to shop online, rather than enter actual stores on a daily basis.
Starbucks is hopeful that this hybrid of mobile and face-to-face shopping will
entice online shoppers to purchase Starbucks items, since buying from the firm
will now be more convenient than ever before.1
In order to successfully market a product line or idea in another country, companies often have to tailor items to fit the other country’s needs. Starbucks has been very successful in changing its product mix and the atmosphere of its cafes worldwide in order to accommodate each individual target market. It is interesting that the company seems to currently be facing the most challenge in its home market, and has had to add a considerable number of new items to its product line in order to gain returns in the U.S. Market. Starbucks plans to fully implement this idea into many of its U.S. cafes by next year. Once Starbucks is able to gain a better control in the U.S. market, the firm has plans to revamp its marketing strategy in China as well.1
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