星巴克市場營銷英文分析ppt課件

1、Starbucks,Background,Starbucks story began in 1971, back then they were a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattles Pike Place Market,Today, they were privileged to welcome millions of customers through doors everyday. It has become the larg

2、est coffee chain over the world,Stores,Total stores 16,706(as of Dec.27,2009) 8850 company-operated stores 7856 licensed stores Operating in more than 50 countries,Name origin,Starbucks is named after the first mate in Hermans Moby Dick. The logo is also inspired by the sea- featuring a twin-tailed

3、siren from Greek mythologe,Logos,Beans of Starbucks,Starbucks believed in serving the best coffee, the coffee bean grow under the highest quality,Products,Coffee Beverages 飲料 Merchandise Fresh food 新鮮食品 Consumer products Brand portfolio 品牌組合,焦糖瑪奇朵 Caramel Macchiato,摩卡 Coffee Mocha,瓶裝星冰樂 Bottled Frap

4、puccino,拿鐵 Latte,卡布奇諾 Cappuccino,Fresh food 新鮮食品,Popularity,An atmosphere of relax The third space,Starbucks with its partners,Social responsibility Health insurance Stock options 股票期權(quán) Stable hours,Development (expansion) In 1971 First Starbucks opens In 1987 Howard Schultz took over the company In

5、1992 Starbucks listed 上市 In 1998 Starbucks enter Taiwan market In 1999 Starbucks enter mainland of China In 2005 Starbucks established headquarters in Shanghai,Intermezzo,The store located inside Forbidden City was closed,SWOT,Strengths,Weaknesses,Opportunities,Threats,strength,It is a global coffee

6、 brand Starbucks was one of the Fortune Top 100 Companies to Work For in 2005 The organization has strong ethical values and an ethical mission statement,Weaknesses,Starbucks remain vulnerable to the possibility that their innovation may falter over time. The organization has a strong presence in th

7、e United States of America with more than three quarters of their cafes located in the home market. It is often argued that they need to look for a portfolio of countries, in order to spread business risk. The organization is dependant on a main competitive advantage, the retail of coffee. This coul

8、d make them slow to diversify into other sectors should the need arise,Opportunities,In 2004 the company created a CD-burning service in their Santa Monica (California USA) cafe with Hewlett Packard, where customers create their own music CD. New products and services that can be retailed in their c

9、afes, such as Fair Trade products. The company has the opportunity to expand its global operations. New markets for coffee such as India and the Pacific Rim nations are beginning to emerge. Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods

10、and services both have potential,Threats,Starbucks are exposed to rises in the cost of coffee and dairy products. Since its conception in Pike Place Market, Seattle in 1971, Starbucks success has lead to the market entry of many competitors and copy cat brands that pose potential threats. Starbucks

11、mission statement is Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow,The politics of Starbucks,Thinking adout: 1. Do you know adout the Starbucks? 2. why Starbucks become so famous brand? 3. Whats the politic

12、s of Starbucks? 4.Whats the characteristics of Starbucks,Guiding principle,To provide the impeccable work environment, and create the work atmosphere of mutual respect and trust. Uphold the diversification is important principles. To adopt the highest standards for purchasing bakery, and provide fre

13、sh coffee. Having a positive contribution to the communities and the environment. Recognizing that profit is the basis for the future success,Whats the characteristics of Starbucks,Do not rely on advertising. Communicate with customers in the coffee shop, especially for the personnels. The experienc

14、e of customers on coffee culture. The wages and benefits of employees are very favourable,Starbucks via personnel motivation system to strengthen its culture and values,Staff not only come first,but also be given a large amount of investment. Let the staff express their ideas. The company sold more

15、than just high-quality coffee, perfect service, more important is the experience of customers on coffee culture.,The elements of a successful operating to Foreign companies in China,Being Clear to the strategic orientation and target. According to Chinas national conditions. Pay attention to local c

16、ultural characteristics. Takeing the parent company as the center,Starbucks in china markets,1998.3 Starbucks entering into Taiwan, 1999.1 entering into Beijing, 2000.5 entering into Shanghai, Now The starbucks coffee industry has become the first brand in domestic,Economy,Strengths（優(yōu)勢,Peoples incom

17、e and living standards have greatly increased Starbucks focused on the economic developed region The facilities of investment have made great progress The system of market has improved Incentives to foreign investment,Weaknesses（弱勢,Chinas market opening degree is still low and appeared setback The r

18、egional protectionism policies exist,Opportunities(機(jī)會,Rapid development of economic in China The course of urbanization The mobility of urban population, fast-pace and the strong purchasing power,Threats （威脅,The increased number of competitors The increased cost of materials The imbalance developmen

19、t of regional economic,The respect of culture The local customs affects the Starbuck entre into China market most profound Disadvantages : the long history of tea culture not so familiar with the art of coffee existed some powerful competitors in this extensive new market,Advantages: the sustained and rapid development of economy lead to a high quality of lifestyle needs