星巴克战略管理案例分析

星巴克战略管理案例分析演示文稿目前一页\总数四十四页\编于八点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Starbucks目前二页\总数四十四页\编于八点WhoisStarbucks?Starbucks目前三页\总数四十四页\编于八点ContentStarbucks1.StarbucksIntroduction2.StarbucksMissionandMode3.StarbucksValueChain4.CoreCompetence5.ThinkingandConclusion目前四页\总数四十四页\编于八点ContentStarbucks1.StarbucksIntroduction目前五页\总数四十四页\编于八点StarbucksStarbucks“We’renotjustsellingacupofcoffee,weareprovidinganexperience.”------HowardSchultz目前六页\总数四十四页\编于八点Starbucks

timelineandHistoryStarbucks1971StarbucksopensitsfirstlocationinSeattle’sPikePlaceMarket.1982HowardSchultzjoinsStarbucksasdirectorofretailoperationsandmarketing.1983HowardvisitedItaly-abuyingtripandsawthepotentialinSeattleasimilarcoffeebarculture1985OpenhisfirstcoffeebarILGiornale1987OwnersofStarbucksagreedtosellthefirmtoSchultzfor＄4million.GioranlebartookonthenameofStarbucks1991Salesshotup84percent,andthecompanyturnedprofitable.1992Schultztookthefirmpublicat＄17asharebeingtradedontheNasdaqNationalMarket-”SBUX”.2002Starbuckshasgrownfrom17coffeeshopsin1987to5,688outletsin28countriesbytheendoffiscal2002.1995StarbucksCoffeeinternationalwassetuptobuildStarbucks’sbusinessesoutsideNorthAmerica.目前七页\总数四十四页\编于八点StarbucksProductsStarbucks目前八页\总数四十四页\编于八点StarbucksMarketingStarbucks★SameasMcDonald'sglobalexpansion,Starbucksbeganveryearlyininternationalbusinessintheworld.

Organizationsolely-investedjointventureslicensingagreements1.Starbucks100%equityinterest,suchasintheUnitedKingdom,ThailandandAustralia;

2.Starbucksaccountedfor50%stake,suchasinJapan,Koreaandotherplaces;

3.Starbuckssharesaccountedforgenerallyabout5%,suchasinChina,Taiwan,HongKong,Hawaii,andShanghai

4.Starbucksdoesnotholdshares,butauthorizedtooperate,suchasinthePhilippines,Singapore,MalaysiaandBeijing;

目前九页\总数四十四页\编于八点StarbucksExpansionStarbucks20022001200019995,8864,7093,5012,498OpensinChicagoandVancouverStarbuckslocationtotal=17Introducemailcatalogwithservicetoall50statesStarbuckslocationtotal=33OpensinPortland,OregonStarbuckslocationtotal=55ExpandsheadquartersinSeattleStarbuckslocationtotal=55Offerastockoptionprogramincludespart-timeemployeesStarbuckslocationtotal=116InitialpubliccompanyonNasdaqStarbuckslocationtotal=165…1996Openfirstnon-NorthAmericanstoreinTokyo…目前十页\总数四十四页\编于八点StarbucksGlobalExpansionStarbucksThefirstStarbucksstoreoutsideNorthAmerica--TokyoPeopletheretakealonglinewaitingforexperienceStarbucksculture1998FirststoreinTaipei1999FirststoreinBeijing,worldtradecenter2000FirststoreinShanghaiandHK……目前十一页\总数四十四页\编于八点FinancialPerformance

Starbucks目前十二页\总数四十四页\编于八点StarbucksHumanResourceAllemployeesatStarbucksarereferredtoas"partners",nomatterwhatjobpositiontheyoccupy.Eachpartner(evenpart-timeemployees)iseligibletoreceivehealthcare,participateintheBeanStockprogram,andgetafreepoundofcoffeeeachweek.Eachemployeeisrequiredtocompleteanextensivetrainingprogramincludesproductexpertise,acommitmenttocustomerservice,andwell-developedinterpersonalskills.ProvideagreatworkenvironmentandtreateachotherwithrespectanddignityStarbucks目前十三页\总数四十四页\编于八点ContentStarbucks2.StarbucksMissionandMode目前十四页\总数四十四页\编于八点The

Vision----“anauthenticcoffeeexperiencethatconveyedtheartistryofespressomaking,aplacetothinkandimagine,aspotwherepeoplecouldgatherandtalkoveragreatcupofcoffee,acomforting

refugethatprovidedasenseofcommunity,athird

placeforpeopletocongregatebeyondworkorthe

home,aplacethatwelcomedpeopleand

rewarded

themforcoming,andalayoutthatcouldaccommodatebothfastserviceandquietmoments."HowardSchultzIs

to‘establishStarbucksasthepremierpurveyorofthefinestcoffeeinthewordwhilemaintaininguncompromisingprinciplesaswegrow'

Starbucks目前十五页\总数四十四页\编于八点The

MissionRecognizethatprofitabilityisessentialtoourfuturesuccessApplythehigheststandardsofexcellencetothepurchasing,roastingandfreshdeliveryofourcoffee.Developenthusiasticallysatisfiedcustomersallofthetime.EmbracediversityasanessentialcomponentinthewaywedobusinessContributepositivelytoourcommunitiesandourenvironmentProvideagreatworkenvironmentandtreateachotherwithrespectanddignity.Sixprinciples

toinspireandnurturethehumanspirit–oneperson,onecupandoneneighborhoodatatime.Starbucks目前十六页\总数四十四页\编于八点EnvironmentalMissionStarbucksUnderstandingofenvironmentalissuesandsharinginformationwithourpartners

DevelopinginnovativeandflexiblesolutionstobringaboutchangeStarbucksiscommittedtoaroleofenvironmentalleadershipinallfacetsOfourbusiness.Strivingtobuy,sellanduseenvironmentallyfriendlyproductsRecognizingthatfiscalresponsibilityisessentialtoourenvironmentalfutureInstillingenvironmentalresponsibilityasacorporatevalueMeasuringandmonitoringourprogressforeachprojectEncouragingallpartnerstoshareinourmission目前十七页\总数四十四页\编于八点StarbucksStarbucks“We’renotinthecoffeebusinessservingpeoplebutinthepeoplebusinessservingcoffee.”------HowardSchultz目前十八页\总数四十四页\编于八点StarbucksModeQualityandSkillsExperienceExpansionBrandbuildingUniqueCultureAllofthesemethodsmakesaspecial“StarbucksWay”ExcellenttastebeansStrictqualitycontrolExcellentServiceShortenthewaitinglineGoodlocationSoftbeautifulmusicWirelessonlineComfortablestoreFindthebestpartnerUsingexperiencedmanagertotrainingAdaptfoodtolocaltasteAlsofitinteriortolocalarchitectureTreatemployeeasanpartnerStockownershipplanTrainingCoverbothfulltimeandparttimeemployeesChoosebestlocationleteverybodyknowthebrandCovereveryneighborhoodStarbucks目前十九页\总数四十四页\编于八点ContentStarbucks

3.StarbucksValueChain目前二十页\总数四十四页\编于八点StarbucksValueChainStarbucksBRANDVALUEPartnerQualityControlSupplierMaterialsbuyingHowacupofStarbuckscoffeeisproduced？EmployeeLocationDecorationCulture目前二十一页\总数四十四页\编于八点StarbuckscoffeebeansbuyingStarbucksDBuybeansexclusivelyenabledStarbuckspurportedlythebestcoffeesintheworldSighlong-termcontractwithbeanplanterControlthequalitytoguaranteetheproperbalanceofflavor,body,andacidityDeveloprelationshipswiththecountriesfromwhichitbuyscoffeebeans.目前二十二页\总数四十四页\编于八点StarbucksQualitycontrolStarbucksUsegoodqualitycoffee,freshlyroastedandfreshlygroundThegrindchosenmustbeofthecorrectfinenessforthechosenbrewingmethod.Thepotmustbecleanedandwarm.Makeonlyenoughcoffeeforyourimmediateneeds.Thecoffeewilldeteriorateifyoukeepittoolong.BeansselectBrewingRoastCoffee

目前二十三页\总数四十四页\编于八点StarbucksLocationStarbucksLocationchoose:alwayschosethehigh-levelofficebuildings、bigshoppingmall、airport、businessstreetetc.thesetalentpeopleespeciallybusinesspeoplegatheringplacetosatisfytheirsocialrelationshipandrelaxdemandSetupmorestorestocoverthisareaThedecorationofthestoreisverycomfortablewithbeautifulviewoutsideandmovementfeelinginsidethestore.目前二十四页\总数四十四页\编于八点StarbucksLocationStarbucksStarbuckslocationchosendependsonlocalpartners.AndTheprocedurearedividedintwoparts:LocationselectLocalpartnersseekplacebythemselvesIntermediaryBigrealestatetakeinitiativetointroducestarbuckstobuildanenvironment.ThestoreinformationwillSendtoheadquartertoassistthemtoevaluate.AndtheHQwillprovidesomestandardizeddata.Headquarterreview目前二十五页\总数四十四页\编于八点StarbucksPartnerStarbucksFormalliancewithPepsi-cola19951996BeginsBarnes&NobleInc.relationshipFormsalliancewithCanadianbookstoreChapters

19931996FormalliancewithDreyer‘sGrandIceCream

目前二十六页\总数四十四页\编于八点StarbucksEmployeeStarbucksEmployeesatisfactionRefuseworkoverloadChangejobinthecompany…BeanStockPlanTreatemployeeaspartnerInsurancepackage

AlotoftrainingpackagetopromoteskillsStockownershipplanHumanbasedManagementTrainingPlan目前二十七页\总数四十四页\编于八点TheStarbucksExperienceHOMEOFFICESTARBUCKSThethirdplaceThefirstplaceThesecondplace目前二十八页\总数四十四页\编于八点TheStarbucksExperienceNow,wecansitcomfortablytoenjoyacupofStarbuckscoffee.

目前二十九页\总数四十四页\编于八点ContentStarbucks4.CoreCompetence目前三十页\总数四十四页\编于八点WhyStarbucks?StarbucksTherearesomanycoffeeproductsThisisnotonlyastory…WhyStarbucksgetssucceed?目前三十一页\总数四十四页\编于八点WhyStarbucks?StarbucksExcellentReputationBrandLoyaltyEmployeeSatisfactionHardtoimitateCoreCompetencyBrandLoyalty:fantasticexperience,comfortablestore,music,wirelessonline….EmployeeSatisfaction:BeanStock,training,insurance….ExcellentReputation:Sticktohighqualitybeans,roastskills,excellenttaste目前三十二页\总数四十四页\编于八点CultureCoreCompetencyStarbucksExperienceQualityStarbucksBrandandCoreCompetency目前三十三页\总数四十四页\编于八点Quality—specializeincoffeeSecuringtheFinestRawMaterialsStarbucks’scoffeequalitybeginswiththepurchaseofhigh-qualityarabicacoffeebeans.StarbucksStarbuckscoffeeisstrictlyarabica,andthecompanyensuresthatonlythehighestqualitybeansareused.目前三十四页\总数四十四页\编于八点Quality—specializeincoffeeThevarietyofcoffeeStarbucks’schoosearabicacoffeebeans.ItseekonlytheFinest,richestandmostinterestingbeans.StarbucksArabica

Bestquality;BestSmell;Besttaste.RobustaSuitforicecoffee.Tastenotasgoodasarabica.LibericaWorstquality.Bettertomadeinstantcoffee.目前三十五页\总数四十四页\编于八点Quality—specializeincoffeeSecuringtheFinestRawMaterialsStarbucksRoastingthecoffeebeanisclosetoanartformatStarbucks.Starbucksoperatesmultipleroastinganddistributionfacilities.RoastingcoffeeskillsRoastersarepromotedfromwithinthecompanyandtrainedforoverayear.Roastprocedure—Qualitycontrol目前三十六页\总数四十四页\编于八点Quality—specializeincoffeeSecuringtheFinestRawMaterialsStarbucksShortencustomerlinesatindividualstores,andincreasefoottrafficforallthestoresinanarea.Focusondetails目前三十七页\总数四十四页\编于八点ExperienceExperienceModeTheStarbucksenvironmenthasbecomeasimportantasthecoffeeitselfStarbucksBeautifulCDs＋Wirelessinternet＋BeautifulView＋＋目前三十八页\总数四十四页\编于八点ExperienceStarbucks100%ArabicacoffeebeansWonderfulperfectsmellLogo/colorFurniture/decorationArtsThesoundwhenmakeespressoStarbucksCDs100%Arabicacoffeebeans18-24minutesprinciple

CupsStonefloorSmellTasteVisionSoundSenseoftouchFiveSense目前三十九页\总数四十四页\编于八点CultureStarbucksEmployeeSatisfactionandcoffeecultureandcaringforpeopleUniqueCultureAplacefors