星巴克-簡析-英語星巴克-簡析-英語Toinspireandnurturethehumanspirit–oneperson,onecupandoneneighborhoodatatime.StarbucksMissionToinspireandnurturethehum目錄4.Threaten1.Introduction2.strategy3.Disadvantages目錄4.Threaten1.Introduction2.stIntroduction1Introduction1FolkloreStarbucksisnamedafterthefirstmateinHermanMelville’sMobyDick.Thelogoisalsoinspiredbythesea–featuringatwin‐tailedsirenfromGreekmythology.FolkloreStarbucksisnamedaftTheStarbucksStoryBeganin1971.Backthen,theywerearoasterandretailerofwholebeanandgroundcoffee,teaandspiceswithasinglestoreinSeattle’sPikePlaceMarket.TheoriginalStarbucksstore,SeattleTheStarbucksStoryBeganin1In1971,threecollegestudentspassionforcoffee,StarbuckswasfoundedinSeattle.Schultzjoinedin1982,afterbeingforcedtoleaveStarbucks.In1987,SchultzfundraisingacquiredStarbucks,heservedaschiefexecutiveofficer.Starbucksstockmarketin1992,itssharesrosesofarhasreached3500%,thelistedvalueisincreasedfrom400millionU.S.dollarsto15billionU.S.dollars.Theaverageannualsalesgrowthof20percentandprofitgrowthof30%.Starbuckshasmorethan11,000storesworldwide.In1971,threecollegestudentToday,theyareprivilegedtoconnectwithmillionsofcustomerseverydaywithexceptionalproductsandnearly18,000retailstoresin60countries.Today,theyareprivilegedto星巴克簡析英語教學教材課件Duringthepastyear,globalrevenuesreachedarecord$11.7billion,an11%increaseonacomparable52-weekbasis.Thatrevenuegrowthwasdrivenbyan8percentriseinglobalcomparablestoresalesasStarbucksstoreswelcomedmorevisitorsthaneverbeforeDuringthepastyear,globalRevenueComponentsTheygeneraterevenuesthroughcompany-operatedstores,licensedstores,consumerpackagedgoodsandfoodserviceoperations.9%4%consumerpackagedgoods82%company-operatedstoresfoodserviceoperationslicensedstores4%RevenueComponentsTheygeneratStrategyTheultimategoal1Expand2Position3StrategyTheultimategoal1ExpaIstoopen25000storesaroundtheworld,likeMcDonald's(whichhas30000stores).Nomatterwhereyouare,youcaneasilygetStarbucks.TheultimategoalIstoopen25000storesaroundStarbucksaccountedfor100%stake,intheUK,ThailandandAustraliaetc.Starbucksaccountedfor50%stake,asinJapan,Koreaandotherplaces;Starbuckssharesless,generallyatabout5%,forexample,inChina'sTaiwan,HongKong,HawaiiandthecapitalofShanghai.Starbucksdoesnotaccountforthecompany,onlyauthorizedoperation,suchasinPhilippines,Singapore,MalaysiaandBeijingetc.;AssameasMcDonald'sglobalexpansion,Starbucksstartedtransnationalbusinessearly.Intheglobal,therearethreekindsofcommercialorganizationsstructureuniversalcarryingout:jointventure（合資公司）,thelicenseagreement（許可協(xié)議）,ownedproprietary（獨資經(jīng)營）.Starbucksstrategyisflexible,itwillbebasedontheworldmarketsituationandtakethecorrespondingmodeofcooperation.Chainmode一般而言，美國星巴克在某一個地區(qū)所持的股權(quán)比例越大，就意味著這個地方的市場對它越加重要。Starbucksaccountedfor100%sExpandFirststrikedownthebigcities,thustocreateagoodreputation.Thenonthebasisofthis,enterintothesmalltowns.Intheprocess,refertothepopulationstructure,aftercarefulanalysisandmakesurethatthereistherightcustomers,finallyenterthearea.HOW?ExpandFirststrikedownthebiSparednoexpensetoseizethegoldensection(不惜重金搶占黃金地段）Inshoppingmalls,officebuildings,upscaleresidentialdistrictContinuousopenedanumberofstoresintheshortestpossibletime,occupiedthebestofthelot,inhibitionofcompetitorstoenterThestrategicforecast,payattentiontothedevelopmentofpotentialNotopenforjoin(不開放加盟）KeeptheconsistentStandardsandqualityLuxuriesthatmostpeoplecanaffordFranchiseesonlyhavetojointhebrandasawaytomakemoney,cansay,theironlypurposeistomakemoneyratherthanbrandmanagement.Storeallthepowerbytheparentmaster;andthestorebossisapartoftheright,parentcompanyistoprovidetechnicalandrelatedresources.Starbucksarenotopentojoin,becauseStarbuckstodothebestinqualitycontrol.SparednoexpensetoseizetheBrandbuildingWordofMouthMarketing（口碑營銷）"Businessweek"analyzetheworld'stop100surfacebrands,foundthatStarbucksonlyspends$1million/yearonadvertising,whileP&Gspends$30million/yearinonebrand"pampers".Word-of-mouthmarketingisinthebestwaytobuildtrustinthecustomer.ItisunderstoodthattheStarbuckshasneverspendapennyofadvertisinginthemassmedia,theydonotdependoninthemassmediaadvertising,andeachstoreistheirbestadvertising.BrandbuildingWordofMouthMaFinancingstrategyStarbucksrefusedtoborrowedmoneyfromthebankandgetmoneybywayoffranchising.Heisafraidofhiscarefullyselectedandbakedcoffeeinthesalesendunabletotakeaccountofdetailsandwasdefiled.Finallyhechoosecapitalintensivestrategy-listed.StarbuckswentpubliconJune26,1992，abbreviation"SBUX"，atapriceof$17pershareandclosedtradingthatfirstdayat$21.50pershare.

FinancingstrategyFinancialProblemlocalization本土化問題AnyonefromabroadtoentertheChineseenterprise,mustconsidertheproblemoflocalization,StarbucksinChinaononehandshouldconsiderpolicyandmarketisnotmature,lawsandregulationsarenotperfect.Besides,thewholesocialcreditsystemhasnotbeenestablished.Starbucksmustbecarefullylookingforpartners,adjustingdevelopmentstrategyandchoosingthemodeoflocalization,includingmanagementmode,thecooperationpatternandproductmodel.Starbucksalwaysfollowssucharule-rentexpensivecrowdedareaofthecity.Asisknowntoall,Starbucksforthegeneralpublicisaluxury,inordertoguaranteetheStarbucks'accounts,solocationisalsotheinterestsofthelift.Generally,anewStarbucksinShanghaicost2million,andStarbucksplanstoopenmorethan500storesinChina,itrequiresalotofmoneyforthenewdevelopment.SothefinancewillbecomeadifficultproblemforStarbucks.DisadvantagesFinancialProblemlocalizationPotentialriskafterasharpexpansion.

Openingnewstoresmeetshugepressureoninvestment.Atthesametime,duetotheStarbucksnotallowedotherstojoinin,theycan'tgetTheconflictoftheoldlikeothercoffeeshopTherealityandpotentialcompetitors:1）咖啡同業(yè)競爭coffeetradecompetition2）便利商店的競爭conveniencestorecompetition3）快餐店賣咖啡fastfoodrestaurantssellcoffee4）定點咖啡機designatedcoffeemachine2Threaten1PotentialriskafterasharpeStarbucks&華潤創(chuàng)業(yè)Starbucks&COSTAStarbucks&McDonald's——低端便捷領(lǐng)域Starbucks&Nestlé——速溶咖啡Starbucks&華潤創(chuàng)業(yè)Starbucks&Starbucks&Nestlé

----InstantcoffeeTheswissfoodgiantNescafeactuallyholds70%share.InstantcoffeetorecruitmanyfansagainstStarbucks.Blankretailchannel,lackofexperience.Starbucks&Nestlé----Starbucks&McDonald’s

--thelow-sidemarketfield

McDonald'sbuildshisstorelayoutvery"Starbucks"McDonald'swilllaunchthetasteandqualityarenotinferioratStarbucks"McCafe,"fasterThepriceisalsocheaperStarbucks&McDonald’sStarbucks&COSTA--upscalemarketCOSTAisrigorous,traditional,payattentiontoandhavegradebrandstyle.COSTApaymoreattentiontodifferentareasofconsumertastedifferenceWithChina'smarketshareof1/3Starbucks&COSTA--upscalemsummaryStarbucksentrepreneurialprocessonlyfortyyears,butitcreatedthemythofthekingdomofcoffee.Coffeebrewoutofthemodernenterprisegrowthmiracle,thefounderHowardschultz.WithitsconsistentmanagementideaforStarbuckscoffeejoss-stickfloatworld,whichmadegreatcoffeeempirecreatedagreatbrand.Schultzsaid:"managementbrandisalifelongcareer,thebrandisactuallyveryfragile,youhavetoadmit,Starbucksoranykindofbrandofsuccessisnotaone-timegranttitleandthetitlemustbeindailyeffortstokeepandmaintain.summaryStarbucksentrepren星巴克簡析英語教學教材課件此課件下載可自行編輯修改，僅供參考！

感謝您的支持，我們努力做得更好！謝謝此課件下載可自行編輯修改，僅供參考！

感謝您的支持，我們努力星巴克-簡析-英語星巴克-簡析-英語Toinspireandnurturethehumanspirit–oneperson,onecupandoneneighborhoodatatime.StarbucksMissionToinspireandnurturethehum目錄4.Threaten1.Introduction2.strategy3.Disadvantages目錄4.Threaten1.Introduction2.stIntroduction1Introduction1FolkloreStarbucksisnamedafterthefirstmateinHermanMelville’sMobyDick.Thelogoisalsoinspiredbythesea–featuringatwin‐tailedsirenfromGreekmythology.FolkloreStarbucksisnamedaftTheStarbucksStoryBeganin1971.Backthen,theywerearoasterandretailerofwholebeanandgroundcoffee,teaandspiceswithasinglestoreinSeattle’sPikePlaceMarket.TheoriginalStarbucksstore,SeattleTheStarbucksStoryBeganin1In1971,threecollegestudentspassionforcoffee,StarbuckswasfoundedinSeattle.Schultzjoinedin1982,afterbeingforcedtoleaveStarbucks.In1987,SchultzfundraisingacquiredStarbucks,heservedaschiefexecutiveofficer.Starbucksstockmarketin1992,itssharesrosesofarhasreached3500%,thelistedvalueisincreasedfrom400millionU.S.dollarsto15billionU.S.dollars.Theaverageannualsalesgrowthof20percentandprofitgrowthof30%.Starbuckshasmorethan11,000storesworldwide.In1971,threecollegestudentToday,theyareprivilegedtoconnectwithmillionsofcustomerseverydaywithexceptionalproductsandnearly18,000retailstoresin60countries.Today,theyareprivilegedto星巴克簡析英語教學教材課件Duringthepastyear,globalrevenuesreachedarecord$11.7billion,an11%increaseonacomparable52-weekbasis.Thatrevenuegrowthwasdrivenbyan8percentriseinglobalcomparablestoresalesasStarbucksstoreswelcomedmorevisitorsthaneverbeforeDuringthepastyear,globalRevenueComponentsTheygeneraterevenuesthroughcompany-operatedstores,licensedstores,consumerpackagedgoodsandfoodserviceoperations.9%4%consumerpackagedgoods82%company-operatedstoresfoodserviceoperationslicensedstores4%RevenueComponentsTheygeneratStrategyTheultimategoal1Expand2Position3StrategyTheultimategoal1ExpaIstoopen25000storesaroundtheworld,likeMcDonald's(whichhas30000stores).Nomatterwhereyouare,youcaneasilygetStarbucks.TheultimategoalIstoopen25000storesaroundStarbucksaccountedfor100%stake,intheUK,ThailandandAustraliaetc.Starbucksaccountedfor50%stake,asinJapan,Koreaandotherplaces;Starbuckssharesless,generallyatabout5%,forexample,inChina'sTaiwan,HongKong,HawaiiandthecapitalofShanghai.Starbucksdoesnotaccountforthecompany,onlyauthorizedoperation,suchasinPhilippines,Singapore,MalaysiaandBeijingetc.;AssameasMcDonald'sglobalexpansion,Starbucksstartedtransnationalbusinessearly.Intheglobal,therearethreekindsofcommercialorganizationsstructureuniversalcarryingout:jointventure（合資公司）,thelicenseagreement（許可協(xié)議）,ownedproprietary（獨資經(jīng)營）.Starbucksstrategyisflexible,itwillbebasedontheworldmarketsituationandtakethecorrespondingmodeofcooperation.Chainmode一般而言，美國星巴克在某一個地區(qū)所持的股權(quán)比例越大，就意味著這個地方的市場對它越加重要。Starbucksaccountedfor100%sExpandFirststrikedownthebigcities,thustocreateagoodreputation.Thenonthebasisofthis,enterintothesmalltowns.Intheprocess,refertothepopulationstructure,aftercarefulanalysisandmakesurethatthereistherightcustomers,finallyenterthearea.HOW?ExpandFirststrikedownthebiSparednoexpensetoseizethegoldensection(不惜重金搶占黃金地段）Inshoppingmalls,officebuildings,upscaleresidentialdistrictContinuousopenedanumberofstoresintheshortestpossibletime,occupiedthebestofthelot,inhibitionofcompetitorstoenterThestrategicforecast,payattentiontothedevelopmentofpotentialNotopenforjoin(不開放加盟）KeeptheconsistentStandardsandqualityLuxuriesthatmostpeoplecanaffordFranchiseesonlyhavetojointhebrandasawaytomakemoney,cansay,theironlypurposeistomakemoneyratherthanbrandmanagement.Storeallthepowerbytheparentmaster;andthestorebossisapartoftheright,parentcompanyistoprovidetechnicalandrelatedresources.Starbucksarenotopentojoin,becauseStarbuckstodothebestinqualitycontrol.SparednoexpensetoseizetheBrandbuildingWordofMouthMarketing（口碑營銷）"Businessweek"analyzetheworld'stop100surfacebrands,foundthatStarbucksonlyspends$1million/yearonadvertising,whileP&Gspends$30million/yearinonebrand"pampers".Word-of-mouthmarketingisinthebestwaytobuildtrustinthecustomer.ItisunderstoodthattheStarbuckshasneverspendapennyofadvertisinginthemassmedia,theydonotdependoninthemassmediaadvertising,andeachstoreistheirbestadvertising.BrandbuildingWordofMouthMaFinancingstrategyStarbucksrefusedtoborrowedmoneyfromthebankandgetmoneybywayoffranchising.Heisafraidofhiscarefullyselectedandbakedcoffeeinthesalesendunabletotakeaccountofdetailsandwasdefiled.Finallyhechoosecapitalintensivestrategy-listed.StarbuckswentpubliconJune26,1992，abbreviation"SBUX"，atapriceof$17pershareandclosedtradingthatfirstdayat$21.50pershare.

FinancingstrategyFinancialProblemlocalization本土化問題AnyonefromabroadtoentertheChineseenterprise,mustconsidertheproblemoflocalization,StarbucksinChinaononehandshouldconsiderpolicyandmarketisnotmature,lawsandregulationsarenotperfect.Besides,thewholesocialcreditsystemhasnotbeenestablished.Starbucksmustbecarefullylookingforpartners,adjustingdevelopmentstrategyandchoosingthemodeoflocalization,includingmanagementmode,thecooperationpatternandproductmodel.Starbucksalwaysfollowssucharule-rentexpensivecrowdedareaofthecity.Asisknowntoall,Starbucksforthegeneralpublicisaluxury,inordertoguaranteetheStarbucks'accounts,solocationisalsotheinterestsofthelift.Generally,anewStarbucksinShanghaicost2million,andStarbucksplanstoopenmorethan500storesinChina,itrequiresalotofmoneyforthenewdevelopment.SothefinancewillbecomeadifficultproblemforStarbucks.DisadvantagesFinancialProblemlocalizationPotentialriskafterasharpexpansion.

Openingnewstoresmeetshugepressureoninvestment.Atthesametime,duetotheStarbucksnotallowedotherstojoinin,theycan'tgetTheconflictoftheoldlikeothercoffeeshopTherealityandpotentialcompetitors:1）咖啡同業(yè)競爭coffeetradecompetition2）便利商店的競爭conveniencestorecompetition3）快餐店賣咖啡fastfoodrestaurantssellcoffee4）定點咖啡機designatedcoffeemachine2Threaten1Pot