星巴克战略管理案例分析

1、星巴克全球战略分析,Starbucks,2010.10,Starbucks,战略管理第三小组,张冬 张有为 张芳 张金莉 李桂森,小组成员：,指导教师：霍国庆,Who is Starbucks?,Starbucks,Content,Starbucks,Content,Starbucks,Starbucks,Starbucks,“Were not just selling a cup of coffee, we are providing an experience.”,-Howard Schultz,Starbucks timeline and History,Starbucks,1971,S

2、tarbucks opens its first location in Seattles Pike Place Market.,1982,Howard Schultz joins Starbucks as director of 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,O

3、wners of Starbucks agreed to sell the firm to Schultz for 4 million. Gioranle bar took on the name of Starbucks,1991,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 grow

4、n from 17 coffee shops in 1987 to 5,688 outlets in 28 countries by the end of fiscal 2002.,1995,Starbucks Coffee international was set up to build Starbuckss businesses outside North America.,Starbucks Products,Starbucks,Starbucks Marketing,Starbucks, Same as McDonalds global expansion, Starbucks be

5、gan very early in international business in the world.,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, Tai

6、wan, Hong Kong, Hawaii, and Shanghai4. Starbucks does not hold shares, but authorized to operate, such as in the Philippines, Singapore, Malaysia and Beijing;,Starbucks Expansion,Starbucks,Opens in Chicago and Vancouver Starbucks location total=17 Introduce mail catalog with service to all 50 states

7、 Starbucks location total=33 Opens in Portland, Oregon Starbucks location total=55 Expands headquarters in Seattle Starbucks location total=55 Offer a stock option program includes part-time employees Starbucks location total=116 Initial public company on Nasdaq Starbucks location total=165 1996 Ope

8、n first non-North American store in Tokyo ,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 1999 First store in Beijing, world trade center 2000 First store in

9、Shanghai and HK ,Financial Performance,Starbucks,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 eligible to receive health care, participate in the Bean Stock program, and get a free

10、 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 work environment and treat each other with respect and dignity,Starbucks,Content,Star

11、bucks,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 and talk over a great cup of coffee, a comforting refuge that provided a sense of community, a third place for people to congregat

12、e 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 Schultz,Is to establish Starbucks as the premier purveyor of the finest coffee in the word while maintaining uncompromising principles

13、 as we grow,Starbucks,The Mission,Recognize that profitability is essential to our future success,Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.,Develop enthusiastically satisfied customers all of the time.,Embrace diversity as an essential co

14、mponent in the way we do business,Contribute positively to our communities and our environment,Provide a great work environment and treat each other with respect and dignity.,Six principles,to inspire and nurture the human spirit one person, one cup and one neighborhood at a time.,Environmental Miss

15、ion,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 f

16、riendly products,Recognizing that fiscal responsibility is essential to our environmental future,Instilling environmental responsibility as a corporate value,Measuring and monitoring our progress for each project,Encouraging all partners to share in our mission,Starbucks,Starbucks,“Were not in the c

17、offee business serving people but in the people business serving coffee .”,-Howard Schultz,Starbucks Mode,Quality and Skills,Experience,Expansion,Brand building,Unique Culture,All of these methods makes a special “Starbucks Way”,Excellent taste beans Strict quality control Excellent Service Shorten

18、the waiting line,Good location Soft beautiful music Wireless on line Comfortable store,Find the best partner Using experienced manager to training Adapt food to local taste Also fit interior to local architecture,Treat employee as an partner Stock ownership plan Training Cover both full time and par

19、t time employees,Choose best location let everybody know the brand Cover every neighborhood,Starbucks,Content,Starbucks,Starbucks Value Chain,Starbucks,BRAND,VALUE,Partner,Quality Control,Supplier,Materials buying,Employee,Location Decoration,Culture,Starbucks coffee beans buying,Starbucks,Develop r

20、elationships with the countries from which it buys coffee beans.,Starbucks Quality control,Starbucks,Use good quality coffee, freshly roasted and freshly ground The grind chosen must be of the correct fineness for the chosen brewing method. The pot must be cleaned and warm. Make only enough coffee f

21、or your immediate needs. The coffee will deteriorate if you keep it too long.,Roast Coffee,Starbucks Location,Starbucks,Location choose: always chose the high-level office buildings 、big shopping mall 、airport 、business street etc. these talent people especially business people gathering place to sa

22、tisfy their social relationship and relax demand Set up more stores to cover this area The decoration of the store is very comfortable with beautiful view outside and movement feeling inside the store.,Starbucks Location,Starbucks,Starbucks location chosen depends on local partners. And The procedur

23、e are divided in two parts:,Location select,Local partners seek place by themselves Intermediary Big real estate take initiative to introduce starbucks to build an environment.,The store information will Send to headquarter to assist them to evaluate. And the HQ will provide some standardized data.,

24、Headquarter review,Starbucks Partner,Starbucks,Form alliance with Pepsi-cola,Begins Barnes Best Smell; Best taste. Robusta Suit for ice coffee. Taste not as good as arabica. Liberica Worst quality. Better to made instant coffee.,Qualityspecialize in coffee,Securing the Finest Raw Materials,Starbucks

25、,Roasting the coffee bean is close to an art form at Starbucks. Starbucks operates multiple roasting and distribution facilities.,Roasting coffee skills,Roasters are promoted from within the company and trained for over a year.,Roast procedureQuality control,Qualityspecialize in coffee,Securing the

26、Finest Raw Materials,Starbucks,Shorten customer lines at individual stores, and increase foot traffic for all the stores in an area.,Focus on details,Experience,Experience Mode,The Starbucks environment has become as important as the coffee itself,Starbucks,Beautiful CDs,Wireless internet,Beautiful

27、View,Experience,Starbucks,100% Arabica coffee beans Wonderful perfect smell,Logo / color Furniture / decoration Arts,The sound when make espresso Starbucks CDs,100% Arabica coffee beans 18-24 minutes principle,Cups Stone floor,Smell,Taste,Vision,Sound,Sense of touch,Five Sense,Culture,Starbucks,Employee Satisfaction and coffee culture and caring for people,Unique Culture,A place for sharing with friends A place for relax A place for tasty coffee,What is Starbucks core competence,Starbucks,Neighbor,Quality control,Coffee,Become a work place new office,Mysterious pe