Comprehensive Brand Report Card: Starbucks in Singapore

This report provides a detailed brand report card for Starbucks in Singapore, examining various aspects of its marketing and business strategies. It begins with an introduction to Starbucks' presence in Singapore, followed by a discussion of customer-desired benefits, highlighting the importance of lifestyle integration, ambiance, and loyalty programs. The report then analyzes the relevance of Starbucks' product innovation and community involvement, along with its pricing strategies, brand positioning, and consistency in quality and service. The brand portfolio and hierarchy are assessed, considering product ranges and delivery services. Further, the report examines brand equity, internet branding, and sustainability efforts, including environmental and economic practices. An evaluation of Starbucks' advantages and disadvantages in the Singaporean market is included, alongside case studies showcasing new product launches, community service programs, and market expansion initiatives. The analysis section synthesizes the findings, concluding with a summary of Starbucks' strengths and its ability to maintain a strong market position in a competitive environment.

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Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Customer desired benefits............................................................................................................3
Relevance.....................................................................................................................................3
Pricing..........................................................................................................................................4
Brand Positioning........................................................................................................................4
Consistency..................................................................................................................................4
Brand Portfolio and hierarchy.....................................................................................................5
Brand equity.................................................................................................................................5
Internet Branding.........................................................................................................................5
Sustainability...............................................................................................................................5
Evaluation........................................................................................................................................6
Advantages..................................................................................................................................6
Disadvantages..............................................................................................................................6
Case studies.....................................................................................................................................6
Case study1..................................................................................................................................6
Case study 2.................................................................................................................................6
Case study 3.................................................................................................................................7

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Analysis...........................................................................................................................................7
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................8

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Introduction
In the year 2004 Starbucks Coffee Singapore was owned entirely by the Starbucks
Corporation. However, the coffee business of Starbucks in Singapore was established since 1996
and the first coffee shop was inaugurated at Liat Towers. The prolong experience in coffee
making with a customer satisfaction mechanism make the company profitable. It is, in fact, the
policy of Starbucks to introduce new products in their menu. Therefore, this report is going to
reflect the brand report card of Starbucks Singapore. Moreover, there are some favourite
Starbucks recipes that the Singaporean customers are fond of.
Keywords: Starbucks Singapore, innovation, Coffee shop
Discussion
Customer desired benefits
Starbucks is highly popular for not only its coffee products but also for an intricate part in
the customers’ lifestyle. Besides this, the environment of the coffee shop with music playing in
the background, attractive product display and cleanliness are the major factors that help the
Company to increase customer revisiting every year. In addition to this, the loyalty program
keeps the customers engaged and motivates the company to incorporate innovation in their
product items.
Relevance
Adding new products in their daily menu guides Starbucks to bring innovation.
Moreover, the company has able to keep relevance in their brand image by taking part into

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customers’ life by organising community programs and events. The customers are always in
pursuit of good coffee and Starbucks ensures them to serve the best coffee in the world (Chua
and Banerjee 2013).
Pricing
It can be argued by many customers that the price of the Starbucks items are too high to
consume but still the company is doing well in Singapore. The reasons behind their ascending
profit margin are the brand, quality and consistent innovation. In fact, there are a number of
potential competitors in the Singaporean market such as Highlands Coffee, offer low prices in
compare to Starbucks. Nevertheless, the quality and brand value help Starbucks to create a
stronghold in Singapore (Taylor 2017).
Brand Positioning
Singapore is considered to be the third international country outside North America
where the Starbucks Corporation has expanded its business. Therefore, it is evident that the
company had done some research on the marketing potentiality in Singapore. Moreover, in
recent times, Starbucks has 84 outlets across Singapore which represents the strong brand
positioning of the beverage company (Taylor 2017).
Consistency
Innovation, quality and consistency are the main constraints that foster great advantage
for Starbucks to continue its business in Singapore. In this regards, the location, status symbol
and the consistent performances in quality and services are played a major role (Chua and
Banerjee 2013).

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Brand Portfolio and hierarchy
Keeping in mind of different segments of customers Starbucks sets its product ranges in
an effective way. The minimum price of Starbucks item is estimated to $5 that can be affordable
for every customer. Besides this, keeping pace with the customer needs, the Coffee shop also
opens a delivery facility for local consumers.
Brand equity
The high brand value and recognition corroborate the marketing strategy of Starbucks to
remain simple. The Coffee shop mainly puts emphasis on the verbal advertising and more rely on
the customer loyalty.
Internet Branding
Aggressive advertising is not a part of Starbucks coffee shop marketing strategy. On the
contrary, the Company puts focus on social media marketing for its target customers who prefers
home delivery. It is also going with the mission statement of the company that amplifies “one
person, one cup, one neighbourhood at a time” (Starbucks.com.sg. 2018).
Sustainability
Sustainability is a major factor that supports Starbucks over the long run. In response to
this, the economic sustainability of Starbucks is practised on the basis of customer loyalty and
equity. However, as far as the environmental is concerned, Starbucks is using recycled paper
cups, energy saving LEDs and other recycle programs (Chua and Banerjee 2013).

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Evaluation
Advantages
 Brand image in terms of customer loyalty and recognition.
 Innovative products with attractive display.
 Increasing Coffee market of Singapore.
Disadvantages
 High price in most of the coffee products.
 Competitive market risks in the context of Singapore.
Case studies
Case study1
From May 1, 2018 the Starbucks Coffee and beverages company starts preparing two
new beverages items in form of Ultra Caramel Frappuccino and Triple Mocha Frappuccino.
These two new layered beverages have become very popular among the Singaporean customers
of Starbucks (Starbucks Newsroom 2018).
Case study 2
In the community service program during 2014, Starbucks had aided to The Global Fund
approximately $12 million on the purpose of fight against AIDS through its charitable partner
RED (Starbucks Newsroom 2015).

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Case study 3
For expanding its market occupation in Asia Starbucks Coffee Company extended its
contract with long-time strategic partner Maxim’s Caterers Limited in 2017 (Starbucks
Newsroom 2018).
Analysis
From the case study and report card of the Starbucks, it can be argued that the company
has an interest to maximize its business in Asia and especially in Singapore. As a matter of fact,
the good responses from the Singaporean market stimulate the company to take more care in its
Asian business that is beneficial for the company as well as good news for the Singaporean
customers.
Conclusion
In a conclusion it can be stated that the recognition and customers loyalty provide a
stronghold to Starbucks in continuing a long run. As a matter of fact, the keenness to expand its
business with maintaining quality and innovation also stimulate profit for the company. As a
result of that Starbucks is able to retain its position in the intense competitive market of
Singapore.

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Reference
Chua, A.Y. and Banerjee, S., 2013. Customer knowledge management via social media: the case
of Starbucks. Journal of Knowledge Management, 17(2), pp.237-249.
Starbucks Newsroom. 2015. 10 Ways Starbucks is Performance-Driven through the Lens of
Humanity. [online] Available at: https://news.starbucks.com/news/10-ways-starbucks-is-
performance-driven-through-the-lens-of-humanity [Accessed 15 May 2018].
Starbucks Newsroom. 2018. New beverages take Frappuccino season to the next level. [online]
Available at: https://news.starbucks.com/news/starbucks-summer-frappuccino-2018 [Accessed
15 May 2018].
Starbucks Newsroom. 2018. Starbucks Extends Licensing Agreement with Maxim’s Caterers.
[online] Available at: https://news.starbucks.com/press-releases/starbucks-extends-licensing-
agreement-with-maxims-caterers-limited [Accessed 15 May 2018].
Starbucks.com.sg. 2018. Our Starbucks Mission Statement | Starbucks Coffee Company. [online]
Available at: http://www.starbucks.com.sg/about-us/our-starbucks-mission-statement [Accessed
15 May 2018].
Taylor, K. 2017. Starbucks’ biggest competition isn’t Dunkin’ Donuts — it’s your neighborhood
hipster coffee shop. Business Insider. [online] Available at:
https://www.businessinsider.sg/starbucks-competition-independent-coffee-shops-2017-3/
[Accessed 15 May 2018].