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1、,Kyle Howard Schultz joins Starbucks in 1982 starts to provide coffee to fine restaurants and espresso bars; 1984 1st store coffee bar concept; Today: almost 17,000 stores in 49 countries (11,000 in U.S.); Revenues: 9% whole beans coffees + 12% equipment + 15% food + 64% beverage,Starbucks Subsidiar
2、ies,Starbucks Coffee Company - Subsidiaries,Subsidiaries: Starbucks Coffee Company, Tazo Tea Company, Seattles Best Coffee, Torrefazione Italia, Hear Music and Ethos Water.,Tazo Tea Company founded in 1994 tea manufacturer and distributor purchased by Starbucks in 1999,Seattles Best Coffee began in
3、1968 as an ice cream parlor/coffeehouse known as Stewart Brothers Coffee“ till 1991. purchased by Starbucks in 2003,Torrefazione Italia also founded in Seattle in 1986 espresso, coffee and baked goods also purchased by Starbucks in 2003,Ethos water brand of bottled water with a social mission : “Hel
4、ping children get clean water“ began in 2001. purchased by Starbucks in 2005 approximately $0.05 to $0.10 of the retail price ($1.80) goes to charity,Hear Music retail music concept and record label began as a catalog company in Massachusetts in 1990 purchased by Starbucks in 1999 Current artists: A
5、njulie, Paul McCartney, Joni Mitchell, Sia, James Taylor, Hilary McRae, Carly Simon, John Mellencamp and Antigone Rising,Competitors,Holds a dominant position in the specialty coffeehouse market no single clear rival in the sector closer competitors: other specialty coffee shops, doughnut shops, res
6、taurants More intense competitor: McDonalds - became a rival in 2006. Upgraded to coffee, has 14,000 stores in the U.S. and world wide expertise .,The Coffee Market,STARBUCKS EXPERIENCE - 4 Ps,Product What Starbucks can provide for me?,Tangible Product Coffee, coffee bean, tea, food, cold drinks (mi
7、lk, water, juice), tea, bottle , mug , music and seasonal products Core Product: services provided in store Coffee, considerable service, relieved atmosphere, decoration , Wi-Fi connection Augmented Product: intangible service Interaction with customers,Tangible Product,Tangible Product Coffee, coff
8、ee bean, tea, food, cold drinks (milk, water, juice), tea, bottle , mug , music and seasonal products,Core product,Core Product: services provided in store Coffee, considerable service, relieved atmosphere, decoration , Wi-Fi connection,Augmented Product,Augmented Product: intangible service Interac
9、tion with customers,Placement,Coffee store Supermarket, restaurants and bakeries Online store,High price and high quality Price = cost + profit 1 + 1 2 Perceived-value pricing strategy,Price,Price,Promotion,“We always figured that putting people before products just made good common sense.”,Sales Ad
10、vertisement Merchandising Social media Corporate Social Responsibility,“We always figured that putting people before products just made good common sense.”,Sales,Changing prices Free coffee in determinate period Receipt as coupon Online coupon Cards Special offer in website (buy 2 and get 1 free / s
11、pecial discounts),Merchandising,Social Media,Corporate Social Responsibility(CSR),Green Stores: Building greener stores Purchased renewable energy Greener Cups: The quest for the 100% recyclable cup,THANK YOU!,OBRIGADO!,謝謝!,1、有时候读书是一种巧妙地避开思考的方法。20.9.720.9.7Monday, September 7, 2020 2、阅读一切好书如同和过去最杰出的
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