Costa 咖啡在中国市场 SWOT分析及市场目标.docVIP

Costa 咖啡在中国市场 SWOT分析及市场目标 摘要：咖世家咖啡是英国最大的咖啡零售公司，本身具有对外扩张的优势。但是在中国的市场进军问题上，遇到消费者接受度低，市场占有率低等问题。因此，为顺利开展对华市场的扩大，咖世家需要采取相应的策略。本文旨在分析咖世家在华市场优势劣势和机遇威胁，以及肯定未来的市场目标。同时给咖世家的市场管理提供更好的市场结构定位建议。 关键词：咖世家咖啡 优势劣势 机遇威胁 市场占有率 品牌 abstract:costa, as uk’s largest coffee retailer, has possessed many advantages to support its further market expansion.however, it has weak in several aspects in china, such as lower reputation, small market occupation, etc.therefore, in order to carry out its expansion mission, costa should adopt more effective strategies.this report aims at analyzing costas market swot strategies and confirming two marketing objectives, and furthermore helping marketing managers to make product mix decision. key words:costa swot market share brand with the reform and opening strategy, western culture has grown rapidly during the past few decades.more and more chinese look to the west for ideas about democracy, for modern music, and for coffee culture.the chinese coffee industry started to grow about ten years ago.before that, coffee is rarely consumed by chinese. according to statistics,finland with 5 million residents consumes a million bags of coffee every year.in contrast, china with 1.3 billion residents consumes only 200-400,000 bags of coffee annually.as a result, china’s consumers coffee market offers truly tremendous promise.there are approximately 200 million potential coffee consumers in china, which would potentially put china on a par with the major coffee consumer united states. at present, professional coffee chain brands play the main role that lead the coffee culture inchina.such as starbucks form us, costa form uk, u.b.c coffee from taiwan and manabe from japan.meanwhile, several domestic coffee houses and local coffee-tea bars share a small part of market segments. swot analysis of the chinese coffee marketing ◆strengths：expertise in coffee making.based 40 years experience, costa coffee is professional and confident in its production pr