星巴克案例英文分析STARBUCKS

1、STARBUCKSFROM Group6 :房天仪，张思晗，何慧华Starbucks Corporatio n is an intern ati onal coffee and coffeehouse cha in based in Seattle,Washington, which opened its first store in 1971. The name comes from a classic American novel about the 19 th cen tury whali ng in dustry. The seafari ng n ame seems appropri

2、ate for a store that imports the world ' finest coffees to the cold, thirsty people of Seattle. Then, Starbucks expands beyond Seattle, first to the rest of the United States, then the entire world in 1990s. Starbucks entered China market in 1998 with the opening of its first store in Taipei,Tai

3、wa n. Since the n, there are more tha n 750 Starbucks locati ons throughout Chi na, i ncludi ngHongKong, Macao and Taiwa n. With such a fast expa nding speed (show n in the below graph), what makes Starbucks so successful? From our point of view, it lies in its strategies.StHrhudu Cs-rporal! Bo-n _

4、毡 S &.P S-CM3NCdmpo-i.'t-a三良口 Cennu mar 口 lk ra 即口1-、.仃Performance Comparison GraphFirst of all, what is strategy? Accord ing to the paper writte n by Michael E. Porter, strategyis the creation of a unique and valuable position, involving a different set of activities. Competitive strategy i

5、s about being differe nt and choos ing a differe nt strategic positi oning.From Porter ' view, there are three types of strategicpositionings variety - basedpositi oning, n eeds -based positi oning and access -based positi oning. As to Starbucks, mainly on the basis of needs - based positioning,

6、 it effectively combines the other two strategic positi onin gs.Needs - based positioning means serving most or all the needs of a particular group of customers. Just like the missi on stated in its website, Starbucks is going to in spire and nurturethe huma n spiritone pers on, one cup, and one n e

7、ighborhood at a time. They are gearedto the n eeds of customers, and try to satisfy every customer even some pote ntial customers who may just pass by.n eeds whileeffective inno vati on is about resp onding to, predict ing and creat ing customersstay ing true to their core values. Starbucks is dedic

8、ated to provid ing each customer a uniqueStarbucks Experie nee. The Starbucks Experie nee is built upon superior customer services aswell as clea n and well-ma intained compa ny -operated stores that reflect the pers on alities of thecommunities in which they operate, thereby building a high degree

9、of customer loyalty.Firstly, what we want to say is its quality. Starbucks is passi on ate about ethically sourci ng-K report tocon trolcoffeeused in theirthe finest coffee beans, roasting them with great care. According to their Form 10the SEC, to ensurecomplianee with their rigorous coffeestandard

10、s,theypurchasing,roastingand packaging, and the globaldistributionof coffee-produc ing regi ons aroundoperati ons. They purchase gree n coffee bea ns from multiple coffee the world and custom roast them to their exact ing sta ndards, for their many ble nds and sin gle origi n coffees. This king of h

11、igh quality meets the dema nd of some specific customers who have a high request for the quality of the coffee. And there are few coffee stores can achieve such standard. From STARBUCKS CORPORATION Form 10 -K for the Fiscal Year 2011,beverages acco unt for most of Starbucks' retail sales, as wel

12、l as whole bea n and soluble coffeesalso for a small part, which indicates its good performanee of its coffee' s quality.Oct 2. HiliOct k >ULOSep 2009Beverages7575ft76?&Food 19%19%18%Whck bcaj and soluble coffees 4%轮3%Coiiee-nizkinE equipment and other merchaiiiiise .2Q3理Totil lidbihmi t

13、a. di100%100登100Secon dly, their con siderate service and convenience is also of great importa nee. People have con sumer packaged goods in clud ing both domestic and intern ati onal sales of packaged coffee and tea to grocery and warehouse club stores. They can have breaks from the worries outside,

14、 so Starbucks have stores where you can meet with friends, enjoying the elegant environment intimate services, like the heat insulation paper and a variety of tables and chairs-K report to the SEC in 2011, theirgiving you a different mood. According to their Form 10mainly competitors are quick -serv

15、icerestaurantsand specialty coffee shops. However , thecomb in ati on of differe nt kinds of service makes Starbucks an obvious adva ntage compared tothem, as well as customers' loyalty.Thirdly, Starbucks as a mult in ati onal corporati on, their branch stores in differe nt coun trieshave their

16、special products to meet local people' s deafcertdieiiTChinese branch storesas an example, in order to gain a larger share in Chinese market, Starbucks has to work outpla ns to develop new products to cater to the con sumer dema nds for Chin ese and some traditional Chinese festivals. For instan

17、ee, they combine Chinese tea to western coffee tocreate a wonderful flavor popular to both Chinese and westerners. What' s more, they also haveChinese Zongzi (traditional Chinese rice-pudding) on Dragon Boat Festival and Mooncakes onMid - autumn Festival. All of these can measure their needs- ba

18、sed positioning.Besides the needs - based positioning, Starbucks also uses variety -based positioning.According to the Porter 's ,pvaapreierty - based positioning is based on the choice of products or service varieties, which makes economic sense when a company can best produce particular produc

19、ts or services using distinctive sets of activities. When it comes to Starbucks, although they have some other products to meet different demands of customers, they are still dedicated to providing high- quality green coffee, which is their most important business andthey have a perfect coffee produ

20、ction chain.What ' s more, Starbucks also uses the access-based positioning, which means having adifferent set of activities to reach customers in the best way. And this can be measured as follows. As is shown in the Form 10 -K report to the SEC in 2011, Starbucks has both company - operated sto

21、res and licensed stores to make more people have access to its products. What we can know from the Investors section on Starbucks website and the Form 10-K reportto the SEC in 2011, Starbucks has 10787 US stores and 6212 international stores, and licensed stores are accounted for nearly 50%.They var

22、y the size and format of their stores, whichallows them in or near a variety of settings, including downtown and suburban retail centers, office buildings, universities, campuses and in select rural and off- highway locations. And toprovide a greater degree of access and convenience for non - pedest

23、rian customers, they continue to selectively expand development of drive-thru retail stores. In addition, they alsosell products in some supermarkets and shopping mall which makes Starbucks easier to reach more customers.Last but not least, according to The Social Responsibility section of Starbucks

24、 website, they are aimed to be a responsible company, which makes them gain a very good reputation. And we' re sure that this strategy is especially important in today' s China, of course, and many othercountries. Starbucks makes every effort to have a positive impact on the communities they

25、 serve. They hold the view that every store is part of community and they take their responsibility to be good neighbors seriously. Besides, they ' recommitted to offering high - quality, ethically purchased and responsibility produced products by using ethical sourcing. What ' s more, they

26、try to minimize their environmental footprint, protecting the environment.In addition, they promise to have global responsibility report which is beneficial to the investors, society and some other shareholders.To sum up, Starbucks not only has a sustainable strategic position, but also has the fita

27、mong their operating activities. All of these have substantially reduced their cost and in creased their differe ntiati on, making Starbucks a big success.We have talked about the strategy and the measureme nt of these strategies. The n we usethe Porter's Five Forces Model to measure the force o

28、f this strategy.? Barga ining power of suppliers:As hav ingsuperior brand adva ntage, Starbucks suppliersben efitfrom a good brand.Long -term cooperation with Starbucks will enhance the reputation of the supplier, they mayreceive more orders. On the other hand, there are a ple nty of Coffee bea n su

29、ppliers in theworld.so that it' s easy for Starbucks to buy the best coffee beans in the world. So, for Starbucks,supplier's barga ining power is relatively weak.? Barga ining power of buyers of customersBesides coffee market competiti on is inten se, the world's coffee brand quality is

30、also verygood. Buyers ' choices are very big, so for Starbucks buyers bargaining power is relatively strong. In order to make up for the defect, as we said before, Starbucks cultivate loyal customers. Accord ing to Starbucks experie nee, walki ng into Starbucks customers can not onlyenjoy the delicious coffee, there will be a