星巴克戰(zhàn)略管理案例分析

星巴克戰(zhàn)略管理案例分析演示文稿現(xiàn)在是1頁\一共有44頁\編輯于星期六戰(zhàn)略管理第三小組張冬張有為張芳張金莉李桂森小組成員：指導(dǎo)教師：霍國慶Starbucks現(xiàn)在是2頁\一共有44頁\編輯于星期六WhoisStarbucks?Starbucks現(xiàn)在是3頁\一共有44頁\編輯于星期六ContentStarbucks1.StarbucksIntroduction2.StarbucksMissionandMode3.StarbucksValueChain4.CoreCompetence5.ThinkingandConclusion現(xiàn)在是4頁\一共有44頁\編輯于星期六ContentStarbucks1.StarbucksIntroduction現(xiàn)在是5頁\一共有44頁\編輯于星期六StarbucksStarbucks“We’renotjustsellingacupofcoffee,weareprovidinganexperience.”------HowardSchultz現(xiàn)在是6頁\一共有44頁\編輯于星期六Starbucks

timelineandHistoryStarbucks1971StarbucksopensitsfirstlocationinSeattle’sPikePlaceMarket.1982HowardSchultzjoinsStarbucksasdirectorofretailoperationsandmarketing.1983HowardvisitedItaly-abuyingtripandsawthepotentialinSeattleasimilarcoffeebarculture1985OpenhisfirstcoffeebarILGiornale1987OwnersofStarbucksagreedtosellthefirmtoSchultzfor＄4million.GioranlebartookonthenameofStarbucks1991Salesshotup84percent,andthecompanyturnedprofitable.1992Schultztookthefirmpublicat＄17asharebeingtradedontheNasdaqNationalMarket-”SBUX”.2002Starbuckshasgrownfrom17coffeeshopsin1987to5,688outletsin28countriesbytheendoffiscal2002.1995StarbucksCoffeeinternationalwassetuptobuildStarbucks’sbusinessesoutsideNorthAmerica.現(xiàn)在是7頁\一共有44頁\編輯于星期六StarbucksProductsStarbucks現(xiàn)在是8頁\一共有44頁\編輯于星期六StarbucksMarketingStarbucks★SameasMcDonald'sglobalexpansion,Starbucksbeganveryearlyininternationalbusinessintheworld.

Organizationsolely-investedjointventureslicensingagreements1.Starbucks100%equityinterest,suchasintheUnitedKingdom,ThailandandAustralia;

2.Starbucksaccountedfor50%stake,suchasinJapan,Koreaandotherplaces;

3.Starbuckssharesaccountedforgenerallyabout5%,suchasinChina,Taiwan,HongKong,Hawaii,andShanghai

4.Starbucksdoesnotholdshares,butauthorizedtooperate,suchasinthePhilippines,Singapore,MalaysiaandBeijing;

現(xiàn)在是9頁\一共有44頁\編輯于星期六StarbucksExpansionStarbucks20022001200019995,8864,7093,5012,498OpensinChicagoandVancouverStarbuckslocationtotal=17Introducemailcatalogwithservicetoall50statesStarbuckslocationtotal=33OpensinPortland,OregonStarbuckslocationtotal=55ExpandsheadquartersinSeattleStarbuckslocationtotal=55Offerastockoptionprogramincludespart-timeemployeesStarbuckslocationtotal=116InitialpubliccompanyonNasdaqStarbuckslocationtotal=165…1996Openfirstnon-NorthAmericanstoreinTokyo…現(xiàn)在是10頁\一共有44頁\編輯于星期六StarbucksGlobalExpansionStarbucksThefirstStarbucksstoreoutsideNorthAmerica--TokyoPeopletheretakealonglinewaitingforexperienceStarbucksculture1998FirststoreinTaipei1999FirststoreinBeijing,worldtradecenter2000FirststoreinShanghaiandHK……現(xiàn)在是11頁\一共有44頁\編輯于星期六FinancialPerformance

Starbucks現(xiàn)在是12頁\一共有44頁\編輯于星期六StarbucksHumanResourceAllemployeesatStarbucksarereferredtoas"partners",nomatterwhatjobpositiontheyoccupy.Eachpartner(evenpart-timeemployees)iseligibletoreceivehealthcare,participateintheBeanStockprogram,andgetafreepoundofcoffeeeachweek.Eachemployeeisrequiredtocompleteanextensivetrainingprogramincludesproductexpertise,acommitmenttocustomerservice,andwell-developedinterpersonalskills.ProvideagreatworkenvironmentandtreateachotherwithrespectanddignityStarbucks現(xiàn)在是13頁\一共有44頁\編輯于星期六ContentStarbucks2.StarbucksMissionandMode現(xiàn)在是14頁\一共有44頁\編輯于星期六The

Vision----“anauthenticcoffeeexperiencethatconveyedtheartistryofespressomaking,aplacetothinkandimagine,aspotwherepeoplecouldgatherandtalkoveragreatcupofcoffee,acomforting

refugethatprovidedasenseofcommunity,athird

placeforpeopletocongregatebeyondworkorthe

home,aplacethatwelcomedpeopleand

rewarded

themforcoming,andalayoutthatcouldaccommodatebothfastserviceandquietmoments."HowardSchultzIs

to‘establishStarbucksasthepremierpurveyorofthefinestcoffeeinthewordwhilemaintaininguncompromisingprinciplesaswegrow'

Starbucks現(xiàn)在是15頁\一共有44頁\編輯于星期六The

MissionRecognizethatprofitabilityisessentialtoourfuturesuccessApplythehigheststandardsofexcellencetothepurchasing,roastingandfreshdeliveryofourcoffee.Developenthusiasticallysatisfiedcustomersallofthetime.EmbracediversityasanessentialcomponentinthewaywedobusinessContributepositivelytoourcommunitiesandourenvironmentProvideagreatworkenvironmentandtreateachotherwithrespectanddignity.Sixprinciples

toinspireandnurturethehumanspirit–oneperson,onecupandoneneighborhoodatatime.Starbucks現(xiàn)在是16頁\一共有44頁\編輯于星期六EnvironmentalMissionStarbucksUnderstandingofenvironmentalissuesandsharinginformationwithourpartners

DevelopinginnovativeandflexiblesolutionstobringaboutchangeStarbucksiscommittedtoaroleofenvironmentalleadershipinallfacetsOfourbusiness.Strivingtobuy,sellanduseenvironmentallyfriendlyproductsRecognizingthatfiscalresponsibilityisessentialtoourenvironmentalfutureInstillingenvironmentalresponsibilityasacorporatevalueMeasuringandmonitoringourprogressforeachprojectEncouragingallpartnerstoshareinourmission現(xiàn)在是17頁\一共有44頁\編輯于星期六StarbucksStarbucks“We’renotinthecoffeebusinessservingpeoplebutinthepeoplebusinessservingcoffee.”------HowardSchultz現(xiàn)在是18頁\一共有44頁\編輯于星期六StarbucksModeQualityandSkillsExperienceExpansionBrandbuildingUniqueCultureAllofthesemethodsmakesaspecial“StarbucksWay”ExcellenttastebeansStrictqualitycontrolExcellentServiceShortenthewaitinglineGoodlocationSoftbeautifulmusicWirelessonlineComfortablestoreFindthebestpartnerUsingexperiencedmanagertotrainingAdaptfoodtolocaltasteAlsofitinteriortolocalarchitectureTreatemployeeasanpartnerStockownershipplanTrainingCoverbothfulltimeandparttimeemployeesChoosebestlocationleteverybodyknowthebrandCovereveryneighborhoodStarbucks現(xiàn)在是19頁\一共有44頁\編輯于星期六ContentStarbucks

3.StarbucksValueChain現(xiàn)在是20頁\一共有44頁\編輯于星期六StarbucksValueChainStarbucksBRANDVALUEPartnerQualityControlSupplierMaterialsbuyingHowacupofStarbuckscoffeeisproduced？EmployeeLocationDecorationCulture現(xiàn)在是21頁\一共有44頁\編輯于星期六StarbuckscoffeebeansbuyingStarbucksDBuybeansexclusivelyenabledStarbuckspurportedlythebestcoffeesintheworldSighlong-termcontractwithbeanplanterControlthequalitytoguaranteetheproperbalanceofflavor,body,andacidityDeveloprelationshipswiththecountriesfromwhichitbuyscoffeebeans.現(xiàn)在是22頁\一共有44頁\編輯于星期六StarbucksQualitycontrolStarbucksUsegoodqualitycoffee,freshlyroastedandfreshlygroundThegrindchosenmustbeofthecorrectfinenessforthechosenbrewingmethod.Thepotmustbecleanedandwarm.Makeonlyenoughcoffeeforyourimmediateneeds.Thecoffeewilldeteriorateifyoukeepittoolong.BeansselectBrewingRoastCoffee

現(xiàn)在是23頁\一共有44頁\編輯于星期六StarbucksLocationStarbucksLocationchoose:alwayschosethehigh-levelofficebuildings、bigshoppingmall、airport、businessstreetetc.thesetalentpeopleespeciallybusinesspeoplegatheringplacetosatisfytheirsocialrelationshipandrelaxdemandSetupmorestorestocoverthisareaThedecorationofthestoreisverycomfortablewithbeautifulviewoutsideandmovementfeelinginsidethestore.現(xiàn)在是24頁\一共有44頁\編輯于星期六StarbucksLocationStarbucksStarbuckslocationchosendependsonlocalpartners.AndTheprocedurearedividedintwoparts:LocationselectLocalpartnersseekplacebythemselvesIntermediaryBigrealestatetakeinitiativetointroducestarbuckstobuildanenvironment.ThestoreinformationwillSendtoheadquartertoassistthemtoevaluate.AndtheHQwillprovidesomestandardizeddata.Headquarterreview現(xiàn)在是25頁\一共有44頁\編輯于星期六StarbucksPartnerStarbucksFormalliancewithPepsi-cola19951996BeginsBarnes&NobleInc.relationshipFormsalliancewithCanadianbookstoreChapters

19931996FormalliancewithDreyer‘sGrandIceCream

現(xiàn)在是26頁\一共有44頁\編輯于星期六StarbucksEmployeeStarbucksEmployeesatisfactionRefuseworkoverloadChangejobinthecompany…BeanStockPlanTreatemployeeaspartnerInsurancepackage

AlotoftrainingpackagetopromoteskillsStockownershipplanHumanbasedManagementTrainingPlan現(xiàn)在是27頁\一共有44頁\編輯于星期六TheStarbucksExperienceHOMEOFFICESTARBUCKSThethirdplaceThefirstplaceThesecondplace現(xiàn)在是28頁\一共有44頁\編輯于星期六TheStarbucksExperienceNow,wecansitcomfortablytoenjoyacupofStarbuckscoffee.

現(xiàn)在是29頁\一共有44頁\編輯于星期六ContentStarbucks4.CoreCompetence現(xiàn)在是30頁\一共有44頁\編輯于星期六WhyStarbucks?StarbucksTherearesomanycoffeeproductsThisisnotonlyastory…WhyStarbucksgetssucceed?現(xiàn)在是31頁\一共有44頁\編輯于星期六WhyStarbucks?StarbucksExcellentReputationBrandLoyaltyEmployeeSatisfactionHardtoimitateCoreCompetencyBrandLoyalty:fantasticexperience,comfortablestore,music,wirelessonline….EmployeeSatisfaction:BeanStock,training,insurance….ExcellentReputation:Sticktohighqualitybeans,roastskills,excellenttaste現(xiàn)在是32頁\一共有44頁\編輯于星期六CultureCoreCompetencyStarbucksExperienceQualityStarbucksBrandandCoreCompetency現(xiàn)在是33頁\一共有44頁\編輯于星期六Quality—specializeincoffeeSecuringtheFinestRawMaterialsStarbucks’scoffeequalitybeginswiththepurchaseofhigh-qualityarabicacoffeebeans.StarbucksStarbuckscoffeeisstrictlyarabica,andthecompanyensuresthatonlythehighestqualitybeansareused.現(xiàn)在是34頁\一共有44頁\編輯于星期六Quality—specializeincoffeeThevarietyofcoffeeStarbucks’schoosearabicacoffeebeans.ItseekonlytheFinest,richestandmostinterestingbeans.StarbucksArabica

Bestquality;BestSmell;Besttaste.RobustaSuitforicecoffee.Tastenotasgoodasarabica.LibericaWorstquality.Bettertomadeinstantcoffee.現(xiàn)在是35頁\一共有44頁\編輯于星期六Quality—specializeincoffeeSecuringtheFinestRawMaterialsStarbucksRoastingthecoffeebeanisclosetoanartformatStarbucks.Starbucksoperatesmultipleroastinganddistributionfacilities.RoastingcoffeeskillsRoastersarepromotedfromwithinthecompanyandtrainedforoverayear.Roastprocedure—Qualitycontrol現(xiàn)在是36頁\一共有44頁\編輯于星期六Quality—specializeincoffeeSecuringtheFinestRawMaterialsStarbucksShortencustomerlinesatindividualstores,andincreasefoottrafficforallthestoresinanarea.Focusondetails現(xiàn)在是37頁\一共有44頁\編輯于星期六ExperienceExperienceModeTheStarbucksenvironmenthasbecomeasimportantasthecoffeeitselfStarbucksBeautifulCDs＋Wirelessinternet＋BeautifulView＋＋現(xiàn)在是38頁\一共有44頁\編輯于星期六ExperienceStarbucks100%ArabicacoffeebeansWonderfulperfectsmellLogo/colorFurniture/decorationArtsThesoundwhenmakeespressoStarbucksCDs100%Arabicacoffeebeans18-24minutesprinciple

CupsStonefloorSmellTasteVisionSoundSenseoftouchFiveSense現(xiàn)在是39頁\一共有44頁\編輯于星期六CultureStarbucksEmployeeSatisfactionandcoffeecultureandcaringforpeopleUniqueCultureAplacefors