Starbucks case study: utilizing brand assets and capturing consumer trends in the Japanese RTD coffee market

Consumer

Publication Date	March 2009
Publisher	Datamonitor
Product Type	Report
Pages	14
ISBN Number	not applicable
Product Code	DAT14948

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Summary

Introduction

This report on Starbucks forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how Starbucks entered the chilled cup coffee market in Japan by forming a successful partnership with Suntory, and how this experience could be utilized to aid its expansion plan into the global RTD coffee sector.Scope

Highlights

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
- Starbucks: expanding beyond a coffee shop chain
- Starbucks offers "experiences" rather than just coffee drinks
- Starbucks' vibrant image has aided its expansion into the RTD coffee sector in various countries
- Starbucks is looking more aggressively at offering its products across retail channels especially during the economic downturn
- Starbucks' move into ready-to-drink coffee market in Japan proved to be a success
- Japan holds a dominating position in the global RTD coffee sector
- Chilled cup drinks has been a star performer in the Japanese RTD coffee sector
- Starbucks aligned with Suntory to launch the Discoveries series of chilled cup drinks, which has been a hit
- Mainstay varieties and limited editions form a strong portfolio to appeal to consumers
- Behind the success: the things Starbucks did right
- Finding a right local partner is the first step for a successful expansion into a new sector and a new geographical market
- The premium image of the Discoveries series was created by utilizing the brand asset of Starbucks
- Understand the key consumer group and launch products that meet their preferences
- Implications: the Discoveries experience could be inspirational to Starbucks' future expansion plan
- To fit local tastes and preferences, local partners could be a better choice than a global partner
- Competition from "copy cat" products could pose a potential threat to Starbucks' global expansion
APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
List of Tables
- Table 1: Market value (USD millions), market share (%) and growth rate (%) in the global RTD coffee sector, 2003 - 2012
List of Figures
- Figure 1: Chilled cup RTD coffee drinks show a significant growth since 2005/2006
- Figure 2: Chilled cup coffee drinks have been popular with both consumers and soft drink manufacturers
- Figure 3: Mt Rainier is still the market leader in the chilled cup RTD coffee sector, with Suntory/Starbucks emerging fast since its launch
- Figure 4: Four mainstay varieties available in the Discoveries series in Japan
- Figure 5: Two special varieties were launched under the Discoveries series in 2008
- Figure 6: Japanese consumers are showing a high degree of monitoring new non-alcoholic drinks launches
- Figure 7: Starbucks' newly launched New York Skinny Latte is targeted at women looking for healthier RTD coffee drinks without sacrificing the good taste