1精選完整ppt課件STRENGTHWAEKNESSOPPORTUNITYTHREATSSWOTANALYSISaboutStarbucksGROUPMEMBERS:樊嶸：130774083郭晶：130774085張嘉彤：130774100杜雪妍：1307740822精選完整ppt課件CONTENTS目錄INTRODUCTIONSABOUTSTARBUCKS01SWOTANALYSIS——STRENGTHS02SWOTANALYSIS——WEAKNESS03SWOTANALYSIS——OPPORTUNITY04SWOTANALYSIS——THREATHS053精選完整ppt課件INTRDUCTIONSABOUTSTARBUCKS14精選完整ppt課件INTRDUCTIONSABOUTSTARBUCKSLOREM

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5精選完整ppt課件SWOTANALYSIS——STRENGTH26精選完整ppt課件SWOTANALYSIS——STRENGTHMONEYETHICVERYPROFITABLEORGNIZATIONSRESPECTEDEMPLOYERSFINEPRODUCT

ANDSERVIVEREPUTATIONVERYSTRONGETHICALVALUESANDCOMISSIONSTATEMENT.STAFF7精選完整ppt課件SWOTANALYSIS——STRENGTHMONEYVERYPROFITABLEORGNIZATIONSStarbucks

Corporationisaveryprofitableorganization,earninginexcessof$600millionin2004.Thecompanygeneratedrevenueofmorethan$5000millioninthesameyear.8精選完整ppt課件LOREM

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ANDSERVIVEItisaglobalcoffeebrandbuiltuponareputationforfineproductsandservices.Ithasalmost9000cafeshopinalmost40countries.全球排名前十的咖啡店

NO.1星巴克(Starbucks,美國(guó))

NO.2唯咖啡(vox,德國(guó)

NO.3沏寶(Tchibo,德國(guó))

NO.4戴奇(Diedrich,美國(guó))

NO.5第二杯(Second

Cup,加拿大)

NO.6瑟滴(Segafredo

Ianetti,意大利)

NO.7咖世家(Costa,英國(guó))

NO.8麥咖啡(McCafe,美國(guó))

NO.9咖啡豆和茶葉(Coffee

Bean&

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NO.10馴鹿(Caribou,巴林)9精選完整ppt課件STAFFRESPECTEDEMPLOYERSStarbuckswasoneoftheFortuneTop100CompaniestoWorkForin2005.Thecompanyisarespectedemployerthatvaluesitsworkforce.SWOTANALYSIS——STRENGTH10精選完整ppt課件ETHICVERYSTRONGETHICALVALUESANDCOMISSIONSTATEMENT.Theorganizationhasstrongethicalvaluesandanethicalmissionstatementasfollow,'Starbucksiscommittedtoaroleofenvironmentalleadershipinallfacetsofourbusiness.SWOTANALYSIS——STRENGTH11精選完整ppt課件SWOTANALYSIS——WEAKNESS312精選完整ppt課件LACKOFEFFICIENCYAPRESSUREABOUTTHECAPITALCHAIN.BREDUCEOFTHESERVICELEVELCSWOTANALYSIS——WEAKNESS13精選完整ppt課件Starbuckshaveasystematicmanagementofthebranchstores,itselfisabigchallengeofanycorporations.Itlacktheefficiencyoftheorganizationstructure.AsforChina,Starbuckshaven’trealizethestocksrightscontroloftheChinesemarket.Soyoucanimaginethatitwillbeverydifficulttocoordinatedifferentpeoplearounddifferentareas.SWOTANALYSIS——WEAKNESSLACKOFEFFICIENCYA14精選完整ppt課件ForthelocationandpositioningintheprimelocationofStarbucks,toofastopeningspeedwillinevitablyaffectStarbucks'scapitalchain,whichfurtheraffectthecompany'scostcontrolandfinancialdecisions.Plusinrecentyears,withthedevelopmentofChina'seconomy,commercialrealestaterentalpricesstillhavealotofupwardpressure,whichwillgiveStarbucksthefutureprofitabilityofspacecausedbyagreaterriskanduncertainty.SWOTANALYSIS——WEAKNESSPRESSUREABOUTTHECAPITALCHAIN.B15精選完整ppt課件TherapidexpansionofthescaledidnotbringtheresultsofStarbucksandbrandpromotion,butthecrisisanditshealthydevelopment.Starbucksintheexpansionatthesametime,inordertoobtaineconomiesofscaleandachievetheirfinancialgoals.Afteranothertoreducecosts,useofassemblylinetocompletetheserviceprocess,causethecoreofStarbucksexperienceofdesalinationandserviceleveldecreased.SWOTANALYSIS——WEAKNESSREDUCEOFTHESERVICELEVELC16精選完整ppt課件SWOTANALYSIS——OPPORTUNITY417精選完整ppt課件SWOTANALYSIS——OPPORTUNITYStarbucksareverygoodattakingadvantageofopportunity.星巴克是非常善于利用機(jī)遇。In2004thecompanycreatedaCD-burningserviceintheirSantaMonica(CaliforniaUSA)cafewithHewlettPackard,wherecustomerscreatetheirownmusicCD.2004年公司在圣莫尼卡（美國(guó)加州）咖啡館與惠普創(chuàng)建了一個(gè)CD刻錄服務(wù)，在那里，顧客可以建立他們自己的音樂(lè)CD。Newproductsandservicesthatcanberetailedintheircafes,suchasFairTradeproducts.在它的咖啡店里提供新的產(chǎn)品和服務(wù)，如平價(jià)產(chǎn)品。18精選完整ppt課件SWOTANALYSIS——OPPORTUNITYThecompanyhastheopportunitytoexpanditsglobaloperations.公司有機(jī)會(huì)擴(kuò)大其全球業(yè)務(wù)。NewmarketsforcoffeesuchasIndiaandthePacificRimnationsarebeginningtoemerge.新的市場(chǎng)咖啡，如印度和太平洋沿岸地區(qū)的國(guó)家都開(kāi)始出現(xiàn)。Co-brandingwithothermanufacturersoffoodanddrink,andbrandfranchisingtomanufacturersofothergoodsandservicesbothhavepotential.與其他食品和飲料制造商創(chuàng)建的共同品牌，品牌特許經(jīng)營(yíng)的其他商品和服務(wù)的制造商都很有潛力。19精選完整ppt課件SWOTANALYSIS——THREATS520精選完整ppt課件SWOTANALYSIS——THREATSTheriskofrapidexpansion：急劇擴(kuò)張的風(fēng)險(xiǎn)Thepressureofinvestmentofopeningnewstoresishuge.Atthesametime,becauseStarbucksisnotallowedtojoin,sotheoperatorcannotbelikeothercoffeeshopsrelyontheprofitfromthefranchise.開(kāi)設(shè)新店的投資壓力巨大；同時(shí)，由于星巴克不允許加盟，所以經(jīng)營(yíng)者不能像其他咖啡店那樣靠加盟金獲利。

21精選完整ppt課件SWOTANALYSIS——THREATS·Alargenumberofcompetitors：大量的競(jìng)爭(zhēng)者CompetitorsofStarbuckscanberoughlydividedintofourcategories：星巴克的競(jìng)爭(zhēng)者大致可以分為4類：22精選完整ppt課件SWOTANALYSIS——THREATS咖啡同行業(yè)的競(jìng)爭(zhēng)便利店的競(jìng)爭(zhēng)快餐店的競(jìng)爭(zhēng)定點(diǎn)咖啡機(jī)的競(jìng)爭(zhēng)CompetitioninthesameindustryCompetitionofcoffeemakerCompetitionofconveniencestoreCompetitionoffast-foodrestaurantcategories423精選完整ppt課件SWOTANALYSIS——THREATS1.咖啡同業(yè)競(jìng)爭(zhēng)：連鎖或加盟店如西雅圖咖啡、羅多倫咖啡及陸續(xù)進(jìn)入市場(chǎng)的咖啡店及獨(dú)立開(kāi)店咖啡店。24精選完整ppt課件SWOTANALYSIS——THREATS2.便利商店的競(jìng)爭(zhēng)：便利商店隨手可得的鐵罐咖啡、鋁罐包裝咖啡、方便式隨手包沖泡咖啡。25精選完整ppt課件SWOTANALYSIS——THREATS3.快餐店賣(mài)咖啡：麥當(dāng)勞快餐店、得州漢堡、肯德基快餐店等以便利為主咖啡機(jī)沖泡的咖啡。26精選完整ppt課件SWOTANALYSIS——THREATS4.定點(diǎn)咖啡機(jī)：駐立于機(jī)場(chǎng)、休息站以便利為主，隨手一杯咖啡機(jī)沖泡的咖啡，或鐵罐咖啡、鋁鉑包裝咖啡。27精選完整ppt課件營(yíng)銷策略分析MarketingStrategyAnalysis28精選完整ppt課件MarketingStrategyAnalysis一、根據(jù)世界各地不同的市場(chǎng)情況采取靈活的投資與合作模式星巴克與世界各地的合作模式主要有四種情況：

1.星巴克占100％股權(quán)，比如在英國(guó)、泰國(guó)和澳大利亞等地；

2.星巴克占50％股權(quán)，比如在日本、韓國(guó)等地；

3.星巴克占股權(quán)較少，一般在5％左右，比如在中國(guó)的臺(tái)灣、香港、夏威夷和增資之前的上海等地；

4.星巴克不占股份，只是純粹授權(quán)經(jīng)營(yíng)，比如在菲律賓、新加坡、馬來(lái)西亞和北京等地。二、以直營(yíng)經(jīng)營(yíng)為主星巴克對(duì)外宣稱其整個(gè)政策都是：堅(jiān)持走公司直營(yíng)店，在全世界都不要加盟店。星巴克之所以采取直營(yíng)方式的理由是：品牌背后是人在經(jīng)營(yíng)，星巴克嚴(yán)格要求自己的經(jīng)營(yíng)者認(rèn)同公司的理念，認(rèn)同品牌，強(qiáng)調(diào)動(dòng)作、紀(jì)律、品質(zhì)的一致性；而加盟者都是投資客，他們只把加盟品牌看作賺錢(qián)的途徑，可以說(shuō)，他們惟一的目的就是為了賺錢(qián)而非經(jīng)營(yíng)品牌。29精選完整ppt課件MarketingStrategyAnalysis三、不花一分錢(qián)做廣告星巴克認(rèn)為，在服務(wù)業(yè)，最重要的行銷管道是分店本身，而不是廣告。如果店里的產(chǎn)品與服務(wù)不夠好，做再多的廣告吸引客