develop new vehicle for India and the makes customers finish coffee faster and new model developed by Indian leave the place which means, they are engineers is being exported to Korea. using fast-music marketing. Starbucks is Now Hyundai is the1st on rank in Indian using a typical fast food strategy. The motor market fact that Starbucks is suffering from profit rate also proves that Starbucks is a Many Indian think LG is an Indian typical transaction pursuing company. company. This is because LG hired Indian as a chief managing officer. New Indian manager researched Indian life and developed new product from the In Howard Schultz’s 1997 book about first. developing Starbucks, he wrote, pains me more than hearing “Nothing On the hands, Starbucks didn’t critics compare Starbucks to a chain of make anything new in Australia even discount stores or fast-food operations. though Australian coffee culture is It's not that I don't admire the way totally different from United States’. and McDonald's have grown their From the culture enjoying coffee, to the businesses, for there's much to learn way to make a cup of coffee is totally from their success. But the image they different in those two countries. For project, in their products and design, is example, Australian usage of pour soya far removed from the tone we've milk or goat milk instead of just milk to cultivated at Starbucks of style and the coffee drink. Australian columnist elegance" (Schultz 1999, p. 326). Andrew criticized that Australian like coffees stronger and straighter and they Reaction on localization was sharply think coffee as a relationships” (Bolt different between McDonald’s and 2008). While Starbucks was trying to sale American style coffee, McDonald’s developed hamburger. McDonald’s Indian branch even The main marketing strategy was introduced curry taste hamburger. emotional marketing. However customers’ comparison of Starbucks Reaction on economic crisis also was not with others coffee stores doesn’t agree similar. McDonald’s choose to explore, with that idea. Starbucks is no more on creating new menu (Mc-café and Emotional Marketing. Customers are and challenged to Star-bucks’ already not interested to enjoy Starbucks empire that advertising More “No culture which is the same everywhere. On the other hand, Starbucks Moreover, Starbucks choose loud and choose to restructure and price cutting fast music to sell more coffee and this and claimed that Starbucks’ coffee is not
develop new vehicle for India and the new model developed by Indian engineers is being exported to Korea. Now Hyundai is the1st on rank in Indian motor market Many Indian think LG is an Indian company. This is because LG hired Indian as a chief managing officer. New Indian manager researched Indian life and developed new product from the first. On the hands, Starbucks didn’t make anything new in Australia even though Australian coffee culture is totally different from United States’. From the culture enjoying coffee, to the way to make a cup of coffee is totally different in those two countries. For example, Australian usage of pour soya milk or goat milk instead of just milk to the coffee drink. Australian columnist Andrew criticized that Australian like coffees stronger and straighter and they think coffee as a relationships” (Bolt 2008). The main marketing strategy was emotional marketing. However customers’ comparison of Starbucks with others coffee stores doesn’t agree with that idea. Starbucks is no more on Emotional Marketing. Customers are already not interested to enjoy Starbucks culture which is the same everywhere. Moreover, Starbucks choose loud and fast music to sell more coffee and this makes customers finish coffee faster and leave the place which means, they are using fast-music marketing. Starbucks is using a typical fast food strategy. The fact that Starbucks is suffering from profit rate also proves that Starbucks is a typical transaction pursuing company. In Howard Schultz’s 1997 book about developing Starbucks, he wrote, “Nothing pains me more than hearing critics compare Starbucks to a chain of discount stores or fast-food operations. It's not that I don't admire the way and McDonald's have grown their businesses, for there's much to learn from their success. But the image they project, in their products and design, is far removed from the tone we've cultivated at Starbucks of style and elegance" (Schultz 1999, p. 326). Reaction on localization was sharply different between McDonald’s and While Starbucks was trying to sale American style coffee, McDonald’s developed hamburger. McDonald’s Indian branch even introduced curry taste hamburger. Reaction on economic crisis also was not similar. McDonald’s choose to explore, creating new menu (Mc-café and and challenged to Star-bucks’ empire that advertising “No More On the other hand, Starbucks choose to restructure and price cutting and claimed that Starbucks’ coffee is not
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