Starbucks Case Study Example | Topics and Well Written Essays - 750 words

Starbucks - Case Study Example h explain to the public that prices charged in Starbucks’ restaurants in China are not the highest ones comparing to the prices charged in Moscow, Paris, and some other locations (English.cntv.cn, 2013). Taking into consideration this information it is possible to suggest that pricing issue of Starbucks coffee in China is not a result of discriminative approach of the company towards Chinese consumers but is a subject to various external factors (cost of rent, cost of coffee, etc.) and overall business strategy of the company. It is also necessary to compare Starbucks’ prices not among its international locations but prices charged for coffee and coffee products in the local market. How is Starbucks’s price for coffee different to the average price for coffee charged in the Chinese restaurant? It is worth to mention that Starbucks as a brand is positioning on the market itself as not just coffee-retailer but as a sophisticated place offering unique coffee experie nce to its visitors. People come to Starbucks not just for a cup of coffee but for this unique experience and comfortable relaxing atmosphere where visitor can socially interact with their friends, work, read, or surf the Internet via free Wi-Fi. Because of this positioning strategy Starbucks Corporation charges premium prices for its coffee products around the globe. This fact should be taken into consideration while debating the prices for Starbucks’ products in China and any other location. Moreover, the company is adapting to the needs of local consumers and adjusts its store’s design and layout based to cultural and social expectations. Snob can be defined as an individual who â€Å"blatantly imitates, fawningly admires, or vulgarly seeks association with those regarded as social superiors† (Snob 2012, n.p.). Another definition of the word is the following: â€Å"one who has an offensive air of superiority in matters of knowledge or taste† (Snob 2012, n.p.). Thus, applying this definition to