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Kyle&PatriciaKyle&Patricia1StarbucksCoffeeCompanyStarbucksCoffeeCompany2StarbucksCoffeeCompany-Profile

Foundedin1971,inSeattle-sellinghigh-qualitygreencoffeebeans;HowardSchultzjoinsStarbucksin1982–startstoprovidecoffeetofinerestaurantsandespressobars;1984–1ststorecoffeebarconcept;Today:almost17,000storesin49countries(11,000inU.S.);Revenues:9%wholebeanscoffees+12%equipment+15%food+64%beverageStarbucksCoffeeCompany-Pro3StarbucksSubsidiariesStarbucksSubsidiaries4StarbucksCoffeeCompany-SubsidiariesSubsidiaries:StarbucksCoffeeCompany,TazoTeaCompany,Seattle'sBestCoffee,TorrefazioneItalia,HearMusicandEthosWater.StarbucksCoffeeCompany-Sub5TazoTeaCompany

foundedin1994teamanufactureranddistributorpurchasedbyStarbucksin1999TazoTeaCompany6Seattle'sBestCoffeebeganin1968asanicecreamparlor/coffeehouseknownas"StewartBrothersCoffee“till1991.purchasedbyStarbucksin2003Seattle'sBestCoffee7TorrefazioneItalia

alsofoundedinSeattlein1986espresso,coffeeandbakedgoodsalsopurchasedbyStarbucksin2003TorrefazioneItalia8Ethoswaterbrandofbottledwaterwithasocialmission:“Helpingchildrengetcleanwater“beganin2001.purchasedbyStarbucksin2005approximately$0.05to$0.10oftheretailprice($1.80)goestocharityEthoswater9HearMusicretailmusicconceptandrecordlabelbeganasacatalogcompanyinMassachusettsin1990purchasedbyStarbucksin1999Currentartists:

Anjulie,PaulMcCartney,JoniMitchell,Sia,JamesTaylor,HilaryMcRae,CarlySimon,JohnMellencampandAntigoneRisingHearMusic10CompetitorsHoldsadominantpositioninthespecialtycoffeehousemarketnosingleclearrivalinthesectorclosercompetitors:

otherspecialtycoffeeshops,doughnutshops,restaurantsMoreintensecompetitor:McDonald's-becamearivalin2006.Upgradedtocoffee,has14,000storesintheU.S.andworldwideexpertise.CompetitorsHoldsadominant11TheCoffeeMarketTheCoffeeMarket12STARBUCKSEXPERIENCE-4P’sSTARBUCKSEXPERIENCE-4P’s13Product–WhatStarbuckscanprovideforme?TangibleProductCoffee,coffeebean,tea,food,colddrinks(milk,water,juice),tea,bottle,mug,musicandseasonalproductsCoreProduct:servicesprovidedinstoreCoffee,considerableservice,relievedatmosphere,decoration,Wi-Ficonnection

AugmentedProduct:intangibleserviceInteractionwithcustomersProduct–WhatStarbuckscanp14TangibleProductTangibleProductCoffee,coffeebean,tea,food,colddrinks(milk,water,juice),tea,bottle,mug,musicandseasonalproductsTangibleProductTangibleProd15CoreproductCoreProduct:servicesprovidedinstoreCoffee,considerableservice,relievedatmosphere,decoration,Wi-FiconnectionCoreproductCoreProduct:ser16AugmentedProductAugmentedProduct:intangibleserviceInteractionwithcustomersAugmentedProductAugmentedPr17PlacementCoffeestoreSupermarket,restaurantsandbakeriesOnlinestorePlacement18HighpriceandhighqualityPrice=cost+profit1+1>2Perceived-valuepricingstrategyPricePriceHighpriceandhighqualityPr19PromotionPromotion20“Wealwaysfiguredthatputtingpeoplebeforeproductsjustmadegoodcommonsense.”“Wealwaysfiguredthatputtin21SalesAdvertisementMerchandisingSocialmediaCorporateSocialResponsibility“Wealwaysfiguredthatputtingpeoplebeforeproductsjustmadegoodcommonsense.”Sales“Wealwaysfiguredthat22SalesChangingpricesFreecoffeeindeterminateperiodReceiptascouponOnlinecouponCardsSpecialofferinwebsite(buy2andget1free/specialdiscounts)SalesChangingprices23MerchandisingMerchandising24SocialMediaSocialMedia25CorporateSocialResponsibility(CSR)

GreenStores:BuildinggreenerstoresPurchasedrenewableenergyGreenerCups:Thequestforthe100%recyclablecupCorporateSocialResponsibilit26THANK

YOU!OBRIGADO!謝謝!THANKYOU!OBRIGADO!謝謝!27Kyle&PatriciaKyle&Patricia28StarbucksCoffeeCompanyStarbucksCoffeeCompany29StarbucksCoffeeCompany-Profile

Foundedin1971,inSeattle-sellinghigh-qualitygreencoffeebeans;HowardSchultzjoinsStarbucksin1982–startstoprovidecoffeetofinerestaurantsandespressobars;1984–1ststorecoffeebarconcept;Today:almost17,000storesin49countries(11,000inU.S.);Revenues:9%wholebeanscoffees+12%equipment+15%food+64%beverageStarbucksCoffeeCompany-Pro30StarbucksSubsidiariesStarbucksSubsidiaries31StarbucksCoffeeCompany-SubsidiariesSubsidiaries:StarbucksCoffeeCompany,TazoTeaCompany,Seattle'sBestCoffee,TorrefazioneItalia,HearMusicandEthosWater.StarbucksCoffeeCompany-Sub32TazoTeaCompany

foundedin1994teamanufactureranddistributorpurchasedbyStarbucksin1999TazoTeaCompany33Seattle'sBestCoffeebeganin1968asanicecreamparlor/coffeehouseknownas"StewartBrothersCoffee“till1991.purchasedbyStarbucksin2003Seattle'sBestCoffee34TorrefazioneItalia

alsofoundedinSeattlein1986espresso,coffeeandbakedgoodsalsopurchasedbyStarbucksin2003TorrefazioneItalia35Ethoswaterbrandofbottledwaterwithasocialmission:“Helpingchildrengetcleanwater“beganin2001.purchasedbyStarbucksin2005approximately$0.05to$0.10oftheretailprice($1.80)goestocharityEthoswater36HearMusicretailmusicconceptandrecordlabelbeganasacatalogcompanyinMassachusettsin1990purchasedbyStarbucksin1999Currentartists:

Anjulie,PaulMcCartney,JoniMitchell,Sia,JamesTaylor,HilaryMcRae,CarlySimon,JohnMellencampandAntigoneRisingHearMusic37CompetitorsHoldsadominantpositioninthespecialtycoffeehousemarketnosingleclearrivalinthesectorclosercompetitors:

otherspecialtycoffeeshops,doughnutshops,restaurantsMoreintensecompetitor:McDonald's-becamearivalin2006.Upgradedtocoffee,has14,000storesintheU.S.andworldwideexpertise.CompetitorsHoldsadominant38TheCoffeeMarketTheCoffeeMarket39STARBUCKSEXPERIENCE-4P’sSTARBUCKSEXPERIENCE-4P’s40Product–WhatStarbuckscanprovideforme?TangibleProductCoffee,coffeebean,tea,food,colddrinks(milk,water,juice),tea,bottle,mug,musicandseasonalproductsCoreProduct:servicesprovidedinstoreCoffee,considerableservice,relievedatmosphere,decoration,Wi-Ficonnection

AugmentedProduct:intangibleserviceInteractionwithcustomersProduct–WhatStarbuckscanp41TangibleProductTangibleProductCoffee,coffeebean,tea,food,colddrinks(milk,water,juice),tea,bottle,mug,musicandseasonalproductsTangibleProductTangibleProd42CoreproductCoreProduct:servicesprovidedinstoreCoffee,considerableservice,relievedatmosphere,decoration,Wi-FiconnectionCoreproductCoreProduct:ser43AugmentedProductAugmentedProduct:intangibleserviceInteractionwithcustomersAugmentedProductAugmentedPr44PlacementCoffeestoreSupermarket,restaurantsandbakeriesOnlinestorePlacement45HighpriceandhighqualityPrice=cost+profit1+1>2Perceived-valuepricingstrategyPricePriceHighpriceandhighqualityPr46PromotionProm