In: Economics
As Starbucks' Regional Marketing manager of the ASIAN market, discuss the current environmental analyses that many influence Starbuck's strategy to extend its brand image from just a coffee merchandiser into food and beverage market leader in the Malaysia market.
As the Regional Marketing manager I will agree with the idea of extending the image from coffee merchandiser to food and beverage market leader in Malaysia. To me it will be a very bold and daring step as they are now entering a new market of food and beverages. There are lot of complications in this as people are always considering star bucks a coffee merchandiser and it is famous for that only ,so the coffee brand image which it is having will have a huge impact on food and beverage as people may not find it amusing there may be even lot of criticism.
There are already so many competitors in the market which will give stiff competition to the star bucks new food and beverage merchandise, even star bucks may bring some customers but ultimately to meet the expectations which it has for its image will be challenge for them.
In my opinion the chances of succeeding in that business is less due to competition from other suppliers. It can only succeed when it brings some new type of taste to food and beverage like what it brought to its coffee.