Starbucks and Coffee Bean

Starbucks Vs. Coffee Bean & Tea Leaf

1.0 Introduction

The consumer preferences in Malaysia are varying day by day as the product and goods offers are widening. All business player need to understand their consumer behavior as the brand switching is easily happen due to lack of brand loyalty. By understanding the customer preferences and their behaviors, the companies can come with proper marketing plan and strategies in the next future. There’s absolute no business can survive before undergo this marketing research regardless of whatever the business industries including the beverages industry. Therefore , this analysis assignment is perform in order to see the difference in two category killers in coffee beverages industry; Starbucks and Coffee Bean & Tea Leaf Company ; in term of their consumer preferences.

2.0 Background of the company

This section will introduce the Starbucks Company background as well as the Coffee Bean & Tea Leaf Company

3.1 Starbuck Corp.

Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 20,891 stores in 62 countries. Starbucks locations serve hot and cold beverages, whole-bean coffee, micro ground instant coffee, full-leaf teas, pastries, and snacks. Most stores also sell packaged food items, hot and cold sandwiches, and items such as mugs and tumblers. Not like Coffee Bean, Starbucks do have beer range in their outlet (not in Malaysia) and its known as Starbucks Evening Store.

Starbucks in Malaysia is managed by Berjaya Starbucks Coffee Company Sdn Bhd., a joint-venture between Berjaya Group Berhad and Starbucks Coffee Company. The first store opened in Kuala Lumpur on 17 December 1998 and exceeded the 140 stores in January 2012. During 14 years in Malaysia, Starbucks has grown not only to become the favorite coffee place for Malaysians but also a productive...