Strategic Approaches of International Coffee Chains in the Central Asian Market
DOI:
https://doi.org/10.25186/.v21i.2409Abstract
This study investigates the strategies employed by international coffee brands to effectively engage their target audiences in Central Asia. Using a mixed-methods approach, which combines case studies and statistical analysis, the study evaluates market trends in the region. Primary data were collected through surveys and interviews with consumers, coffeehouse owners, and employees. 10 international coffee brands were studied, with an emphasis on understanding the role of product localisation, marketing strategies, and digitalisation in driving growth. The results reveal that the Central Asian coffee market expanded significantly from USD 250 million in 2019 to a projected USD 450 million in 2023, with the number of coffee shops increasing from 500 to 1,200. Key strategies identified include the localisation of menu items, such as the introduction of regional beverages like Starbucks’ “Kazakh Latte,” which increased sales by 15% in Kazakhstan. Costa Coffee and McCafé saw similar success by integrating local tastes into their offerings and enhancing
customer experience through digital services. The study underscores the importance of adapting business models to regional tastes and preferences in order to sustain long-term growth in the competitive Central Asian coffee market.
Key words: coffeehouse brands; product localisation; marketing strategies; sales growth; digitalisation of services.
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