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With the development of the times, Chinese people's demand for coffee has increased, which also makes the coffee industry develop rapidly. Tens of thousands of coffee shops are increasing their number every day. However, there is one coffee shop that is gradually disappearing from the Chinese landscape: COSTA. The purpose of this study is to take COSTA as an example to study the characteristics of the development trend of the coffee industry. This study analyzes the reasons behind the large reduction in the number of COSTA stores in China from the perspective of marketing management strategies, and further studies are divided into marketing and product sectors. This study concludes that the reason for the decrease in the number of COSTA stores is the lack of innovative and trendy taste designs and the adjustment of localized taste habits. The environment of offline stores does not have a local festival atmosphere and diversified service provision. At the same time, this study also puts forward suggestions for COSTA's future development, such as adjusting brand taste, localization of product design, and innovation based on hot topics in China. The study hopes to provide references for COSTA and other coffee shops in the same industry.
Jue Gan (Fri,) studied this question.