Starbucks Japan / Consumer's Behavior 스타벅스 한.중.일 소비자 시장 분석 / 영문

목차

1. Japan
2. Economical
3. Cultural
4. Social
5. Localisation
6. Diversification of drinks
7. References

본문내용

Consumer Behavior
Implementing a business in Japan is as tough as it is in Korea since Japanese consumers’ culture has embedded to their every purchasing decision. In order for Starbucks to start business in Japan and to be credible to people; signing alliances with SAZABY Inc., a Japanese retailer and restaurateur, was prerequisite since Japanese retailers withhold strong power in distribution system, so that they can mainly deliver products to 47 main regions within Japan. The following retailer system can be casted doubt since Starbucks is in form of franchised restaurant. The reason follows with the fact that vending system in Japan is part of busy Japanese people’s lives in which they grab all sorts of instant food including canned coffees with over 800,000 vending machines selling canned coffee (Shirouszu, 1996). In addition, 24-hour convenience can be advantage to sell but also a main competitor, as they sell fresh, ready to eat meals which compete with Starbuck’s food items and and this appeals to a culture of people who prefer convenient ready to eat food (Chozick, 2006).

참고자료

· Chozick, Amy (2006) Food Revives Starbucks in Japan, But Share Price Still Needs a Jolt.
· Wall Street Journal – Eastern Edition, Vol 248, Issue 97, pC14.
· Shriouzu, Norihiko (1996) Japan’s Staid Coffee Bars Wake Up and Smell Starbucks.
· Wall Street Journal – Eastern Edition, Vol 228, Issue 18, pB1