Teachers correct, please (structure,expressions,tense)

Now, Research tells us, that coffee consumption in China is currently growing at a rate of 30% annually. In contrast, the worldwide rate is only 2%. Because of that China has the potential to become a major coffee-consuming country and offers a huge Chance – a chance that the premier, marketer and retailer, namely Starbucks, cannot ignore. In order to succeed in China Starbucks has developed a special marketing strategy which is the subject of our presentation, today……

So, lets take a look at out agenda:

First of all, I am going to outline the conditions of the Chinese coffee market in 1991, when Starbucks entered it.
Then, I am going to demonstrate Starbucks´ core values and their influence on the marketing strategy character
After that we will describe Starbucks´ main marketing strategies

And finally T will show you their effects and will give you an outlook for Starbucks´ future in China

I’d like to begin my first point by introducing you to the market situation in 1991. In that year, Starbucks sold its first coffee beans in China. It happened through a licensing agreement and the licensee, Beijing MeiDa was a Chinese wholesaler who supplied coffee to major hotels and restaurants in Beijing. This approach allowed Starbuck to gain first insights into customer requirements in China.

Unfortunately, nobody besides foreigners and western expatriates was interested in coffee at that time and even them, who were staying temporary in China, couldn’t be considered as an ordinary target group.
But then something changed.

The rapid growth of Chinese economy and increased income of the middle class led to formation of new consumer groups. Often the new generations were characterized by elevated purchasing power. Young, wealthy, modern, splurging to fulfill the aspirations for a Westernized lifestyle.

And part of that lifestyle was provided by Starbucks, as it was said by the president of Beijing's Horizon Market Research: “(Starbucks is) selling not just products but a culture, and it is a culture that many Chinese want.”

From that time, it was Starbucks´ primary goal to present itself as a ‘hip hangout’ to the booming Chinese middle class and sell not coffee but a lifestyle to them.

Now, as you know Starbucks´ market entry situation, I’d like to focus on the company´s core values and their connection to the marketing strategy, which is the second point on our agenda.

In order to understand the way of Starbucks approach in China it is necessary to know their mission and values.
Behind me you can see Starbucks´ five main values.

• Creating a culture of warmth and belonging, where everyone is welcome.
• Acting with courage, challenging the status quo.
• Being present, connecting with transparency, dignity and respect.
• Delivering our very best in all we do, holding ourselves accountable for results.
• We are performance driven, through the lens of humanity.

Now, I´d like you to keep the: first, the second and the fourth point in mind, because especially that points explain, why Starbucks choose a more passive and gentle way based on word of mouth marketing and refused the conventional marketing methods containing aggressive advertising and promotion campaigns.

Stated precisely, Starbucks wanted to meet the 5000 years old Chinese-tea drinking culture with respect, responsibility and without any conflicts.

Now, as we know the market entry situation, Starbuck´s target group, major goals and their marketing strategy character the last question remaining is:
How did Starbucks manage to attract their target group? It will be hopefully clear to you after we have explained the main marketing tools deployed by Starbucks that are following now.

The marketing tools deployed create the Starbucks experience like ingredients create a coffee blend, a blend that in case of China tastes very gentle, but is addictive.

Starbucks ensured that effect by making stores sell latest music CDs, board games as well as providing free Internet access. The company projected itself as the „third place? apart from one?s home and the workplace, where people could meet and relax. Some of the stores were provided with Internet and wireless services, to attract professionals. In terms of pricing, Starbucks? strategy was to keep the prices high in order to maintain its luxury appeal, as in China high price was directly associated with quality.

That way Starbucks created its own culture in China.