Can Starbucks Sustain Its High Prices in China? (Record no. 49964)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 01801nam a2200217 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20180620155104.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180620b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Purkayastha, Debapratim |
| 9 (RLIN) | 31817 |
| 245 ## - TITLE STATEMENT | |
| Title | Can Starbucks Sustain Its High Prices in China? |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 7-21 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | The case is about Starbucks’ pricing strategy in China under which the company charged higher prices for its products than in Western countries. Starbucks is considered a success story in China as it was able to convert the traditional tea drinkers of the nation to coffee lovers through its premium offerings. The premium pricing strategy of the company aimed at improving its brand positioning in the Chinese market where the consumers’ perception was that high price products offered higher quality. However, the pricing strategy attracted criticism from the media outlets in China that accused the coffee giant of “profiteering” and of discriminating against its Chinese consumers. Starbucks defended it pricing strategy in China saying that its higher prices were attributable to its higher cost of doing business in the country than in other markets. Howard Schultz, CEO of Starbucks, saw China as a primary growth market and had ambitious growth plans at a time when there was worldwide anxiety over the country’s sluggish economy and market turmoil. However, with competition growing in the market, can Starbucks sustain its high prices in China? |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Starbucks |
| Uncontrolled term | Pricing Strategy |
| Uncontrolled term | Brand Positioning |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Benudhar Sahu, |
| 9 (RLIN) | 31818 |
| Personal name | Seshaiah, S V |
| 9 (RLIN) | 31819 |
| Personal name | Tripathy,Trilochan |
| 9 (RLIN) | 31820 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 30430 |
| Host Itemnumber | 70142 |
| Main entry heading | MURTHY, E N |
| Place, publisher, and date of publication | IUP PUBLICATION HYDERABAD |
| Other item identifier | 5558567 |
| Title | CASE FOLIO |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Management Cases |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 20/06/2018 | Vol 18, No 1/ 5558567JA1 | 5558567JA1 | 20/06/2018 | 20/06/2018 |