Starbucks' pricing dilemma in China / Hongxing Cao.

Format:

Book

Author/Creator:

Cao, Hongxing, active 2026, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Pricing--Case studies.

Pricing.

Coffee industry--China--Case studies.

Coffee industry.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2026.

Summary:

Starbucks' pricing in different countries varies significantly, mainly due to local consumption levels and competition. In China, Starbucks has faced very fierce competition, especially through being challenged by price wars. Since Starbucks entered the Chinese market, it has positioned itself as "luxury in coffee" and adopted a relatively high pricing strategy based on its unique "third space" concept. With the development of the economy and culture in China, Starbucks' pricing strategy has to adapt to the intensified competitive market. Should it cut prices to compete against its competition, or should it maintain its premium image as before? Starbucks is now at a crossroads. If it cuts prices, what will happen? If not, how should it improve declining sales? With more and more new entrants into this market, Starbucks not only needs to compete with its direct competitors but also has to fight for milk tea drinkers. This is the vital moment for Starbucks to decide which road to take.

Notes:

Description based on XML content.

ISBN:

979-83-488-0952-2

OCLC:

1569209027

Publisher Number:

T298539