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1、L o g o 星巴克全球战略分析星巴克全球战略分析 Starbucks 2010.10 L o g o Starbucks 战略管理第三小组 L o g o Who is Starbucks? Starbucks L o g o Content Starbucks 1. Starbucks Introduction 2. Starbucks Mission and Mode 3. Starbucks Value Chain 4. Core Competence 5. Thinking and Conclusion L o g o Content Starbucks 1. Starbucks
2、Introduction L o g o Starbucks Starbucks “Were not just selling a cup of coffee, we are providing an experience.” -Howard Schultz L o g o Starbucks timeline and History Starbucks 1971 Starbucks opens its first location in Seattles Pike Place Market. 1982 Howard Schultz joins Starbucks as director of
3、 retail operations and marketing. 1983 Howard visited Italy-a buying trip and saw the potential in Seattle a similar coffee bar culture 1985 Open his first coffee bar IL Giornale 1987 Owners of Starbucks agreed to sell the firm to Schultz for 4 million. Gioranle bar took on the name of Starbucks 199
4、1 Sales shot up 84 percent, and the company turned profitable. 1992 Schultz took the firm public at 17 a share being traded on the Nasdaq National Market- ”SBUX”. 2002 Starbucks has grown from 17 coffee shops in 1987 to 5,688 outlets in 28 countries by the end of fiscal 2002. 1995 Starbucks Coffee i
5、nternational was set up to build Starbuckss businesses outside North America. L o g o Starbucks Products Starbucks L o g o Starbucks Marketing Starbucks Same as McDonalds global expansion, Starbucks began very early in international business in the world. OrganizationOrganization solely-invested joi
6、nt ventures licensing agreements 1. Starbucks 100% equity interest, such as in the United Kingdom, Thailand and Australia; 2. Starbucks accounted for 50% stake, such as in Japan, Korea and other places; 3. Starbucks shares accounted for generally about 5%, such as in China, Taiwan, Hong Kong, Hawaii
7、, and Shanghai 4. Starbucks does not hold shares, but authorized to operate, such as in the Philippines, Singapore, Malaysia and Beijing; L o g o Starbucks Expansion Starbucks 2002 2001 2000 1999 5,886 4,709 3,501 2,498 1987Opens in Chicago and Vancouver Starbucks location total=17 1988 Introduce ma
8、il catalog with service to all 50 states Starbucks location total=33 1989 Opens in Portland, Oregon Starbucks location total=55 1990 Expands headquarters in Seattle Starbucks location total=55 1991 Offer a stock option program includes part-time employees Starbucks location total=116 1992 Initial pu
9、blic company on Nasdaq Starbucks location total=165 1996 Open first non-North American store in Tokyo L o g o Starbucks Global Expansion Starbucks The first Starbucks store outside North America-Tokyo People there take a long line waiting for experience Starbucks culture 1998 First store in Taipei 1
10、999 First store in Beijing, world trade center 2000 First store in Shanghai and HK L o g o Financial Performance Starbucks L o g o Starbucks Human Resource All employees at Starbucks are referred to as “partners“, no matter what job position they occupy. Each partner (even part-time employees) is el
11、igible to receive health care, participate in the Bean Stock program, and get a free pound of coffee each week. Each employee is required to complete an extensive training program includes product expertise, a commitment to customer service, and well- developed interpersonal skills. Provide a great
12、work environment and treat each other with respect and dignity Starbucks L o g o Content Starbucks 2. Starbucks Mission and Mode L o g o Starbucks The Vision -“an authentic coffee experience that conveyed the artistry of espresso making, a place to think and imagine, a spot where people could gather
13、 and talk over a great cup of coffee, a comforting refuge that provided a sense of community, a third place for people to congregate beyond work or the home, a place that welcomed people and rewarded them for coming, and a layout that could accommodate both fast service and quiet moments.“ Howard Sc
14、hultz Is to establish Starbucks as the premier purveyor of the finest coffee in the word while maintaining uncompromising principles as we grow L o g o Starbucks The Mission Recognize that profitability is essential to our future success Apply the highest standards of excellence to the purchasing, r
15、oasting and fresh delivery of our coffee. Develop enthusiastically satisfied customers all of the time. Embrace diversity as an essential component in the way we do business Contribute positively to our communities and our environment Provide a great work environment and treat each other with respec
16、t and dignity. Six principles to inspire and nurture the human spirit one person, one cup and one neighborhood at a time. L o g o Environmental Mission Starbucks Understanding of environmental issues and sharing information with our partners Developing innovative and flexible solutions to bring about change Starbucks is committed to a role of environmental leadership in all facets Of our business. Striving to buy, sell and use environmentally friendly produc
