team starbucks 1final
TRANSCRIPT
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Consumerism, Coffee Shops, and the Environment#TeamStarbucksRyan HealeyJoseph YagodaJoe Moynihan
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Urban Consumerism Wealth of cities is greater than wealth of
country as a whole. Phenomenon of the rising urban middle
class BCG: $10 trillion market in India and China
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Background: Starbucks CEO: Asia is major growth area
• China: 1999
• India: 2012First Store
• China: 570• India: 6
Number of
Stores
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Research Question What does Starbucks mean to the new
urban consumer in China and India? What does this relationship mean for the
environmental future?
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Methodology Toured Starbucks in 3 Chinese cities and
1 Indian city; visited other coffee shops as well
Took observations on product offerings, pricing, consumer behavior, and décor
Chatted with Chinese and Indian coffee consumers
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Findings: China
Didactic Process
Behavioral
Personal
Global
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Behavioral
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Personal
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Global
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Construction of the Global Consumer Buys specific
products Simultaneously
maintains a certain set of values regarding others and the environment
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Environmental Messaging Potentially a marketing
strategy: “Starbucks seems to
care about protecting the environment.”
Simultaneously reflects and creates environmental values
Stepping stone to “sustainable consumption” possibility
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India
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“Starbucks and Tata working together to strengthen the communities we serve and to bring high quality Arabica coffees, grown and roasted in India to the world."
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Lack of Environmental Narrative
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Final Thoughts Starbucks reflects and generates ideas
regarding how one ought to act as a global consumer.
Potential for the combination of a consumption narrative with a sustainability narrative.
Expansion of Starbucks is not a panacea—culturally dependent.