星巴克 英文版簡(jiǎn)介P4

BackgroundMaterialofStarbucksCoffee

1.GeneralSituation

Foundedin1971,withitsfirstshopaswellasitsheadquarterlocatedinSeattleofWashington,USA,StarbucksCoffeehasdevelopedintothemostfamouscoffeechainsintheworld.InMarch1987,HowardSchultz,themarketingmanagerofStarbucksCoffeeofthattime,boughtthesmallcoffeeshopandre-organizedit.Fromthenon,StarbucksCoffeejumpedoutofitsoriginalframeandbegantosellcoffeedrinks.Gradually,itdevelopedfromasmallretailshopofcoffeebeanrestrictedin

Seattleintoaninternationalchain.

In1922,StarbucksCoffeelisteditselfonthestockmarket,NASDAQ.Atpresent,itschaincoffeeshopshaveclimbeduptomorethan13,000inthewholeworldandinChina,ithas707

chainsinall.

StarbucksCoffeehasmorethan30retailingproducts,includingcoffeebeansoftopclass,hand-madeespresso,hotandcoldcoffeebeverages,freshanddeliciouspastryfood,coffee

machineofrichvariety,coffeecupandsoonandsoforth.

2.LOGOandItsMeaning

Starbucks:AnlllustratedHistory

Westarttbyselingcofeebeansm

SearlesPikePieceMartet

Weaddhandeattedepresse

beversgetothemenu.

1992

Webecomeapibley

vodedconpary

2011

Wemark40yeanandbegn

thenestdhapterinourhatery

StarbucksCoffeelauncheditsnewestLOGOin2011.

Actually,Ithaschangeditslogoformanytimesonbasisofitsfirstimageofmermaid.ThenewestLOGOdeletedtheoriginal

thecircleandtheword"coffee",onlyleavingtheimageof

mermaid.Thischangemeansmoreopenandfreedevelopment

modelandproductsofStarbucksCoffeeinthefuture.

3.CoreValuesofitsEnterpriseCulture

(1)Respectandrelyontheemployeesandpromotethe

enterprisethroughitsownstaff.

(2)Respectitsowncustomersandtakethemasfriends.

(3)Respectallthesuppliersandshareinterestswiththem.

(4)Returnthesociety.

4.AdministrationTeam

(1)OutstandingLeadership:CEO,SeniorVicePresidentof

RetailCo.,CFO,COO.

(2)CompetitiveSecondaryManagementTeam:Knowverywelltherelativeknowledgeofcoffee;Provideexcellentservice.

5.PrincipleofItsExpansion

(1)UnityofitsTrans-regionalDevelopment;

(2)InnovationofitsTrans-regionalDevelopment;

(3)Localization.

6.BusinessModelindifferentRegions

InEurope,AmericaandothercountriesofAsia:

(1)StarbucksCoffeetakeson100%equity,e.g.Britain,

ThailandandAustralia;

(2)StarbucksCoffeetakeson50%equity,e.g.Japanand

SouthKorea:

(3)StarbucksCoffeetakeson0%equityandtotallyAuthorizesOperatingRighttotheopposite,e.g.

Philippine,Singapore,MalaysiaandBeijing.

InChina:

(1)Atfirstseveralyears,Starbuckstakesonverylittle

equity,about5%,e.g.primarycitiesasTaiwan,Hongkongand

Shanghai.

(2)From2003on,StarbucksCoffeemadeanoverallstrategyadjustment,andincreaseditsshare,graduallyshiftingitsauthorizationrelationshipwiththeinvolvedpatiesto

cooperationrelationship.

(3)StarbucksCoffeeisplaningtotakebackallequityand

shiftallitscoffeeshopsintoCompany-ownedones.

7.WhydoesStarbucksCoffeemeantorunCompany-owned

ShopsinChina?

Accordingtothedataof2001and2002,merelyinShanghaicity,StarbucksCoffeegotRMB32,000,000yuanprofits,whichisunimaginableinothercountries.Besides,therewillbemuchgreaterprofitspaceinChinainthe