Certainly, there are some real "do not miss" proposals., But I have one for you, Starbucks in China. Mastodons which granted carte blanche in a totalitarian environment are reminiscent of the era of kings during the exclusive licensing trapping. Starbucks and the product, and relationships, and with some smart campaigns have marks all over in no time. Sera game, set and match - if you do not already have.
China is an emerging economic power in the world today, but it is not free of all foreign companies. Many companies in America and elsewhere, and maintain to be just the opposite. China has earned the reputation of being lax in its implementation rather than intellectual property laws. Technology companies in particular, such as Microsoft, have been frustrated to see their achievements pirated in China. You can add golf club manufacturers, record labels and movie studios, and many industries the injured list.
Then there are Starbucks, our giant American caffeinery. I am looking for a franchise now ICMediaDirect.com my office in the Empire State Building. It is always busy, filled with tourists. Did you know that there is an excess of the Great Wall of China? Did you know that Starbucks has announced the opening of one of their stores in the Forbidden City in Beijing, China anger? Resisted at first, but soon got used to it? (I think the Chinese are just like everyone else.)
Why Calloway Golf Starbucks in order to do such acts? A product that can not be replicated, and that's what. You can not fake coffee beans in bulk. It is the cornerstone upon which ensures the success of Starbucks in mainland China. Announced CEO, Howard Schultz, and China have "number one priority" in terms of growth.
Schultz and Starbucks are not shy about their Chinese ambitions. Currently, they have about 11,000 stores in 37 countries, including about 375 in China. In 2008 Starbucks expects to derive 20% of its turnover on Chinese websites. Starbucks has a long-term goal of 30,000 stores and about 8,000 in China.
It is the rise of huge proportions really. Remember, China, maybe the name, the communist country. Although some of the economic policies of communism has fallen by the wayside, and the ministers in Beijing clung firmly to their authority. Full board at Starbucks, and green lights, and the red carpet and welcome wagons - the works. This is not because they think the CEO is a nice guy, but their products may not be copied channels and everything can.
I could babble all day about it, but there is increasing evidence that the fix is in the name of the coffee chain based in Seattle. In recent weeks Starbucks has won not one, but two lawsuits in China to protect intellectual property. I decided that some enterprising people, and certainly practitioners, residents and copy elements of Starbucks brand and serve their fellow citizens. No dice. Chinese courts have ruled in favor of Starbucks.
I wonder if local roaster thought he had a chance? Chinese judge refused to think long and hard about the benefits of each side was different? Ministers of Economy and Beijing curious about how this would matter? There was no drama. The realization of such a CEO Schultz did not refer openly to these noble goals of success in countries like China, without knowing that he could not reach it in advance. Beijing people love them, or, like the income they generate.
It reminds me of a book I recently read on the infamous pirate Captain Kid. In short, the English crown hired Kidd pirate fleets theft for profit. Sea, turn the winds of political change to a certain extent and it has become a scapegoat - his "trial" was a farce. Payment of the forces that must be quick conviction and Kidd with his life. Maybe the stakes are not as high, but the result was just as is the case when China confirmed ruled in favor of Starbucks against local imitations.
Ok, so has the quality of Starbucks coffee and international distribution channels down, they had obtained the approval of the gold in Beijing, and now all you have to do is convince the country with 5000 years of drinking tea experience, there is something new, something different - so-called coffee. This calls for a brand.
China moving towards Westernization, or capitalist economy. Desire and expectations of the consumer society based on making this easier than Starbucks, and in particular the competition is negligible. With appropriate offers reached in Beijing, it was time for Starbucks to sell to the Chinese people. Here's how you win:
• Demographic targeting young Chinese storage sites in urban areas, and to propose practical and social status - a welcome break from the close apartments.
• The Starbucks as centers of Internet users, where socializing and downloading music will play a central role in the Starbucks experience. And advertising agencies such as ICMediaDirect.com will be held seasonal online campaigns (similar to last season's campaign Christmas Red Cup in the United States) to Starbucks chain link with the hip. Media such as crossing downloading music and entertainment sites will be crucial.
• The awareness of consumers who are new to capitalist cultures (do not go, actually) emerging in China that are similar to Russia. Will change and drinking coffee brands across media with government support, and we will strongly promote the idea.
I pay equity. I do not preach politics. I'm not looking for justice or defending oppressors. But there's one thing I know - Starbucks can not miss.
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