Starbucks In Taiwan Learn How President Starbucks Localized An International Industry President Starbucks was established in 1998 as a joint venture of Starbucks Coffee International, Uni-President and President Chain Store Corporation.
In a rapid expansion, President Starbucks has opened 233 stores in Taiwan. Continuing the innovative “Starbucks Spirit” from Starbucks founder Howard Schultz, President Starbucks in Taiwan also develops its own special products and marketing strategies in line with the Taiwanese culture and market.As a result, President Starbucks survived the competitive coffee market and gained the leading position in Taiwan. While Starbucks Coffee International is cutting the number of its stores in the US, President Starbucks is using marketing activities across the retail group's different brands to bring in new customers. For example, bonus points gathered by shopping at President Chain Store can be used in a “Buy-One, Get-One-Free” program that doubled the number of President Starbucks customers nationwide.By fully utilizing the marketing expertise of its local partner, the strategy has yielded outstanding results.
The group-wide activity continued for a month, and on the last day, Starbucks shops and President Chain Store had long lines of customers wanting to exchange their accumulated bonus points. In addition to marketing activities, the President Starbucks team developed its own products according to Taiwan diet preferences. They found that Taiwanese love drinking tea, so President Starbucks used several Taiwan local teas to create “Starbucks Tea”.This product now attracts customers in Taiwan and throughout Asia. New product like Green Tea Cream Frappuccino has been recognized by the U.
S. headquarters and is now exported to Starbucks in Singapore. The tea series successfully attracted new customers who are tea lovers and had not been to Starbucks. According to President Starbucks, the Taiwan tea series brought in over 100 million dollars in revenue in the four months after it start selling. Besides drinks products, President Starbucks has shown creativity on moon cake, a traditional cake that Chinese eat during the Mid-Autumn Festival.By combining coffee with traditional cake, President Starbucks should sell tens of thousands of boxes a year.
When it comes to our consumption culture, space in a store is actually regarded as a part of the products, linked together with sales of goods, sometimes even becoming the attraction beyond the products. With the concept of “Travel with Starbucks”(a new strategy for President Starbucks), Starbucks’ logos are seen in fifteen scenic spots in Taiwan.According to the different characteristics of these scenic areas, President Starbucks built varied architectural spaces, giving consumers a unique atmosphere. For example, after two years of looking, planning and design efforts, President Starbucks completed the branch store in Jioufen, a mountain area in north Taiwan nearby some old gold mines. The Jiofen store, originally a bed and breakfast inn, has been transformed as a home-like space, including the use of tile, stone and other building materials from mining.The retail location now reflects the story and culture of Jiofen, and is a great place for visitors to enjoy the scenery and coffee.
In another area, President Starbucks combines Starbucks coffee, books and lectures to create a "pleasure reading" concept store, leading the Taiwan coffee industry up to a new level. This concept store regularly commits resources to organize seminars and exhibitions, bringing a new coffee experience to consumers in Taiwan.President Starbucks has raised its book donation activities, encouraging the love of reading by sharing out second-hand books and enabling more people to experience the combined pleasures of coffee and books. President Starbucks has also organized a "Be Friends With The Book" campaign where the first 100 people donate a book to share in the "pleasure reading" concept stores would get a free tall size latte. The “pleasure reading" concept highlighted retaining the special characteristics of different President Starbucks stores while operating an efficient chain store system.
President Starbucks also dedicates itself to local Taiwan charities and has a partnership with World Vision in supporting an Aboriginal education and children care program called "Hope of Taiwan Aboriginal". This original program encourages contributions, donations and fundraising activities to support Aboriginal children. President Starbucks also educates customers to care about the special education problems of Taiwanese aboriginal children. Drinking coffee is not only a personal pleasure; the plan of “Hope of Taiwan Aboriginal” gives special meaning to it.As a part of a global enterprise, President Starbucks localizes Starbucks Coffee through its products, stores and marketing strategies while expanding its business in the Taiwan coffee territory.
This makes good use of local ingredients and resources, President Starbucks deeply cares about local issues and strives to create an integrated global and local brand personality, increase our customer satisfaction and loyalty, and identify and attract more potential customers.
