On Localization Design in Transnational Marketing - The Example of Starbucks
Authors: Ifumi Akasaka
Abstract: Under the impact of the economic globalization across the world and the dual incentive of the flourishing information exchange, local multinational enterprises begin to emerge. Nowadays, the enterprises from all walks of life are under ever increasing pressure from competition at home and abroad. Under such background, let’s take Starbucks as an example herein to specify the cross-cultural barriers the multinational companies have to tackle in their marketing, such as language differences, religious beliefs, cultural values, etc., and interpret their marketing strategies in China in view of such differences: how to well understand accurate market positioning and market segmentation, attach importance to brand localization design to improve the popularity and recognition of multinational enterprises in China, and then consolidate and expand the brand consumer market. The Chinese elements with regard to localization design will be exemplified in aspect of application strategy, festival strategy and regional strategy, with the classified research through the analysis and presentation of these strategies.The localization design of Starbucks is of great help and enlightenment to the brand shaping and marketing strategy of Chinese local coffee brands. China's local coffee brands should pay close attention to transnational marketing strategies, and constantly innovate design to keep up with the market progress and consumer demand, in an effort to balance the localized design and the service of enterprises, and discover the connotation of localized design under the trend of globalization.
Keywords: localization design, transnational marketing strategy, brand shaping, Starbucks
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