team starbucks 1final
TRANSCRIPT
Consumerism, Coffee Shops, and the Environment#TeamStarbucksRyan HealeyJoseph YagodaJoe Moynihan
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
Background: Starbucks CEO: Asia is major growth area
• China: 1999
• India: 2012First Store
• China: 570• India: 6
Number of
Stores
Research Question What does Starbucks mean to the new
urban consumer in China and India? What does this relationship mean for the
environmental future?
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
Findings: China
Didactic Process
Behavioral
Personal
Global
Behavioral
Personal
Global
Construction of the Global Consumer Buys specific
products Simultaneously
maintains a certain set of values regarding others and the environment
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
India
“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."
Lack of Environmental Narrative
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.