Starbucks Japan 3C Analysis


Starbucks Japan 3C Analysis

3C analysis is a business strategy model which is used to determine marketing policies and company classification, and is based on three factors (Cs): Company, Customer, and Competitor.  ‘Company’ represents the goals, strengths, and weaknesses of the company itself. ‘Customer’ represents the target market’s needs and interests. ‘Competitor’ represents the approach taken by the company’s main competitors. In this article, we will look at the marketing strategy of Seattle-based coffee-house company Starbucks using 3C analysis.

1. Company

Starbucks is the largest and most recognized coffee-shop company in the world, offering high-quality coffee, comfortable and stylish surroundings, branded merchandise, and friendly customer service. Since Starbucks opened its first Japanese store in Ginza, Tokyo in 1996, it has become the most popular coffee-shop in Japan, too.Starbucks Japan provides a place for people to meet with friends, study, or have a business meeting.  The drinks are customizable and sized according to Starbucks own system (Short, Tall, Grande, and Venti). To maintain Starbucks’ high customer service standards, the baristas are required to go through a 2-month rigorous training programme involving practical and written tests. 

2. Customer

When Starbucks moved into Japan, its services had to be adapted to cater for the new market. For example, in Japan, it is frowned-upon to eat and drink whilst walking down the street. So, Starbucks had to provide more chairs in its stores so that people could eat in, and take-outs had to be bagged in paper so that people could take their purchases to the office and consume them there. To cater for the time-pressured business people who want to keep connected whilst taking a coffee break, Starbucks partnered with Amazon Japan to offer Kindle tablets. Also, Starbucks’ trademark practice of writing the customer’s first name on the paper cups had to be scrapped due to the Japanese importance of personal privacy. Starbucks Japan even introduced a ‘Sakura Frappuccino’ during the springtime. 

3. Competitor

Before Starbucks entered the scene, Doutor was perhaps the most popular coffee shop chain in Japan. Doutor’s coffee is not particularly high-end, and the prices reflect that. The store interior was designed to encourage high customer turnover, and so the brand was more targeted towards workers who are on-the-go and want a brief coffee stop. Starbucks recognized a gap in the market for a café where customers could relax with a coffee in a stylish environment, and correctly predicted that people would be willing to pay a higher price for a more leisurely and luxurious experience. 

In these ways, Starbucks has recognised the needs of itself, its competitors and its customers to become Japan’s largest coffee-shop brand, and has succeeded in maintaining the trendiness of an American brand whilst subtly adapting to the Japanese market. 


・company classification・・企業分類
・branded merchandise・・ブランド商品
・go through・・経験する
・cater for~・・~の要求に応じる
・frown upon・・賛成しない、難色を示す
・ leisurely・・ゆっくりした


3C分析とは、マーケティング施策や企業分類を決定する際に用いられる事業戦略モデルで、3つのファクター(Cs)を基にしています。会社」「顧客」「競合」の3つの要素から成り立っています。 ‘Company’は、会社自体の目標、強み、弱みを表しています。’Customer’はターゲット市場の必要性および興味を表す。競争相手」は会社の主要な競争相手によって取られるアプローチを表す。この記事では、シアトルに本拠を置くコーヒーハウス会社スターバックスのマーケティング戦略を3C分析を用いて見ていきます。

  1. 会社の概要
    スターバックスは、高品質のコーヒー、快適でスタイリッシュな空間、ブランド商品、そしてフレンドリーなカスタマーサービスを提供する、世界最大のコーヒーショップとして認知されている企業です。1996年に東京・銀座に日本1号店をオープンして以来、日本でも最も人気のあるコーヒーショップとなっています。友人との待ち合わせや勉強、商談の場として利用されています。 ドリンクは、スターバックス独自のシステム(ショート、トール、グランデ、ベンティ)に合わせてカスタマイズし、サイズを調整することができます。スターバックスの高い顧客サービス水準を維持するために、バリスタには実技と筆記試験を含む2ヶ月間の厳しいトレーニングプログラムを受けることが義務付けられています。
  2. 2.お客様
  3. 競合他社


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