THE ANALYSIS OF DIGITAL MARKETING STRATEGY OF STARBUCK IN SHANGHAI, CHINA

Lin, Yao (2025) THE ANALYSIS OF DIGITAL MARKETING STRATEGY OF STARBUCK IN SHANGHAI, CHINA. Masters thesis, Universitas Pendidikan Ganesha.

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Abstract

This research aimed to understand Starbucks' marketing strategy in Shanghai, China. It evaluates a competitive environment and considers how fast customer needs are changing, all in the wake of COVID-19 effects. The research paper goes on to analyze strategies in Starbucks, identify challenges, and propose solutions through the use of descriptive research design data. Data will be collected from interviews and document analysis. All existing research gaps are addressed by the study, adding to the understanding of successful localization strategies that evolve through a dynamic market. The research design of this work was descriptive. It emanated from a sequential explanatory strategy that was informed by a pragmatic philosophy and an essentialist ontology. Conclusion and Recommendations show that, though Starbucks in Shanghai has adapted its global brand to local tastes and lifestyles, the customers' satisfaction and loyalty scores are high, while the perceptions of pricing are mixed. The chapter further emphasizes the need to continuously refine social media engagement and pricing strategies. Future research areas could be devoted to customer segmentation, taking the benefits of the emergent technologies, and competitor analyses, the post-pandemic follow-up behaviour, and evaluating the role that corporate social responsibility initiatives perform. These findings should have implications for Starbucks to maintain its competitive position and try to improve its market share in the future.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Marketing strategy, Customer Satisfaction, Starbuck, China
Subjects: L Education > L Education (General)
Divisions: Pascasarjana > Program Studi Ilmu Manajemen (S2)
Depositing User: Yao Lin
Date Deposited: 05 Mar 2025 05:24
Last Modified: 05 Mar 2025 05:24
URI: http://repo.undiksha.ac.id/id/eprint/23674

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