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1、STARBUCKS1. TableofContentsIntroductionofStarbucksDevelopmenthistoryofStarbucksProducutofStarbucksStarbucksinChinaSWOTAnalysisofStarbucksI.introductionofStarbucksStarbucksCorporation(SBUX)isaninternationalcoffeeandcoffeehousechainbasedinSeattle,Washington.Starbucksisthelargestcoffeehousecompanyinthe
2、world,with17,009storesin50countries,includingover11,000intheUnitedStates,over1,000inCanada,andover700intheUnitedKingdom.Starbuckssellsdripbrewedcoffee,espresso-basedhotdrinks,otherhotandcolddrinks,coffeebeans,salads,hotandcoldsandwichesandpanini,pastries,snacks,anditemssuchasmugsandtumblers.Throught
3、heStarbucksEntertainmentdivisionandHearMusicbrand,thecompanyalsomarketsbooks,music,andfilm.Manyofthecompanysproductsareseasonalorspecifictothelocalityofthestore.Starbucks-brandicecreamandcoffeearealsoofferedatgrocerystores.2.DevelopmenthistoryofStarbucksStarbuckshasalwaysbeenaplacewhereyoucanfindthe
4、worldfsts.Butin1971,yousofeeshistoricPikePlaceMarkesMobyDick,aclassicAmewouldhavehadtotravelallthewaytoouronlystoreinSeattle1970sThefirstStarbucksopens.ThenamecomesfromHermanMelvillenovelaboutthe19thcenturywhalingindustry.Theseafaringnameseemsappropriateforastorethatimportstheworldsfinestcoffeestoth
5、ecold,thirstypeopleofSeattle.1980sHowardSchultzjoinsStarbucksin1982.WhileonabusinesstripinItaly,hevisitsMilanespressobars.Impressedwiththeirpopularityandculture,heseestheirpotentialinSeattle.Hesrightaftertryinglattesandmochas,Seattlequicklybecomescoffee-crazy.1990sStarbucksexpandsbeyondSeattle,first
6、totherestoftheUnitedStates,thentheentireworld.Afterbecomingoneofthefirstcompaniestoofferstockoptionstoitspart-timeemployees,Starbucksbecomesapubliclytradedcompany.2000sTheStarbucksphaenomenoncontinues.Asofthiswriting,Starbuckshasmorethan6,000locationsinover30countries.DubHayasseniorvicepresident,Glo
7、balCoffeeAuthoritythisNovember3.ProductofStarbucksBeveragesEspresso(Hotespresso/Icedespresso)Frappuccino(Blendedcoffee/Blendedcream/Blendedjuice)Coffeeandtea(Brewedcoffee/Tea/Otherfavorite)FoodBreakfast(HoneyRaisinScone/HoneyRaisinToast/BlueberryDanish/FrenchCroissant)Afternoon(NewYorkCheesecake/Blu
8、eberryCheesecake/ChocolateTruffleCake)Otherfood(Minihoneyraisinscone/MiniChocolateMuffin/MiniApricotFinancier/MiniMarbleCheeseCake)TeaChinesetea(MudanWhiteTea/JinxuanOolongtea/BiluochunGreenTea)Exotic(EarlGrey/Chai/EnglishBreakfast)4.StarbucksinChina4.1DevelopmenthistoryinChinaStarbucksCoffeeInterna
9、tional(SCI)enteredChinamarketin1998withtheopeningofitsfirststoreinTaipei,Taiwan.ThefirstStarbucksstorelocatedinmainlandChinawasopenedinBeijinginJanuary1999throughalicensingagreementwithMeiDaCoffeeCo.Ltd.Tosupporttheacceleratedexpansionintomainlandandachievegreaterpenetrationthroughouttheregion,theSt
10、arbucksGreaterChinaSupportCenterwasestablishedinShanghaiin2005.Sincethen,attheendofQ4fiscalyear2010,therearemorethan750StarbuckslocationsthroughoutChina,includingHongKong,MacauandTaiwan.4.2SpecialproductstomeetthedemandinChinaInordertogainalargeshareinChinesemarket,Starbuckshastoworkoutplanstodevelo
11、pnewproductstocatertheconsumerdemandsfortraditionalChinesefestivals.Followingaretheproducts:1. ConbineChineseteatowesterncoffeetocreateawonderfulflavorpopulartobothChineseandwesterners.2. ChineseZongzi(traditionalChineserice-Pudding)onDragonBoatFestival.3. MooncakeonMid-autumnFestival.4. Specialfood
12、andcupsduringspringfestival5.SWOTAnalysisofStarbucksSTRENGHSWEAKNESSESInnovativebusinessmodel薛BrandadvantageflTechnologyadvantage爵NewproductdevelopmentandinnovationConsideratecustomerserviceStorelocationadvantageTheshortofcapital舔HighpriceHighconcentrationlevelLackofdiversificationOPPORTUNITIESTHREA
13、TSE-businessexpanditsglobaloperationsCompetitorsCostraisingThethreatofnewentersStrengthsBusinessmodelofagilechoiceStarbucksisgoodataccordingtodifferentmarketsituationsallovertheworldtakeagileinvestmentandcooperationmode.BrandadvantageMakefulluseofthethirdlifespacetypeofexperience.Inthecenterofthecon
14、sumerdemandfromproductstoservice,intheservicetotheeraofexperience,StarbuckssuccessfullycreatedatocreateStarbucksexperienceforthecharacteristicsofthecoffeereligion,Starbucksandgeneralcoffeeshopdifferentplacesisendowedwithacupofcoffeemorerichexperienceanddeeperculturalconnotation.(1) Technologyadvanta
15、geStarbuckshasalwaysbeenthepursuitofqualityexcellence,adheretoprovidecustomershighqualityproducts.InordertoletallloveStarbuckscanenjoythemostpurecoffee,Starbucksisverycriticalanddemandingforrawmaterials,whetherthetransportationofcoffeebeans,baking,preparationorfinallyputthecoffeeendtothecustomerofth
16、ethatmoment,everythingmustcomplywiththemoststringentstandards.Inaddition,Starbuckshasmorethan30moneyhand-madeespressoandcoffeeinhotdrinks,coffeespeciesdiversity,bothpure,alsohaveinstant;BothItalianandLatinAmericantaste,tomeetthedifferenttastesofconsumers.NewproductdevelopmentandinnovationStarbucksintheinnovationhasbeenwalkinginthefrontofthecoffeechain,fromcappuccino,frappuccino,
