Starbucks VS City Café

Topics: Middle class, Social class, Working class Pages: 3 (910 words) Published: April 24, 2014
Starbucks VS City Café
Starbucks, CITY CAFE, the two types of operations are designed for different consumers. Consumers have two different attributes, each with their own consumer behaviors and consumption patterns. Starbucks is the most secret. Starbucks, the largest coffeehouse company in the world, with 20,891 stores in 62 countries, including 13,279 in the United States, 1,324 in Canada, 989 in Japan, 851 in China, and 806 in the United Kingdom, is an American global coffee company and coffeehouse chain based in Seattle. In Taiwan, Starbucks is also authorized by Uni-President Enterprise which is an international food conglomerate based in Tainan. Uni-President Enterprise is the largest food production company and one of its largest conglomerates in Taiwan, with NT$46.000 billion annual income and , and has a significant market share in dairy product, foods and beverages markets. In Taiwan, it controls the 7-Eleven franchise, Starbucks, 7-Eleven, Mister Donut and Carrefour and owns the President Lions professional baseball team.

The original motivation for pure drinking coffee, people should only need caffeine. While the value added are extended from the other things. Coffee drink has its own special atmosphere and culture, like Japanese sado, tea has its unique culture. This is a reflection of the ideology on top of social consumer goods.

This type of consumption structure is produced by the below following the example of the above. This kind of imitation will internalize concept of social classes. This class is called bourgeois hegemony, which is also known as the middle class hegemony produces unique consumer behavior. Starbucks, for instant, is a bourgeois hegemony. In short, the high classes who own implements of production means those owners, bosses, managers of a company. They possess whole enterprise and distribute operating profit into the working class. The habits and customs of the high classes create a taste of life; improve the level of...

References: Allen Hsu, Taiwanese buying into new coffee lifestyle, taiwanreview, 04/07/2006
wikipedia, Starbucks Corporation, 13 April 2014
wikipedia, Uni-President Enterprises Corporation, 27 February 2014 
City Cafe品牌行銷祕訣The umbrella branding strategy of city café, 動腦雜誌 vol.389. 03/03/2009
Allen Hsu, Taiwanese buying into new coffee lifestyle, taiwanreview, 04/07/2006
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