星巴克英文介绍

ABriefIntroductiontoStarbucks

"We'renotjustsellingacupofcoffee,weareprovidinganexperience."-----HowardSchultzHistoryofStarbucksProductofStarbucksStarbucksinChinaDevelopmentStrategy

ofStarbucksSWOTAnalysisofStarbucksStarbucksTimelineandHistoryCommoditiesBeveragesFoodTeaCupBeveragesEspresso浓缩咖啡Frappuccino星冰乐Coffee&TeaEspressoIcedCaffèLatte冰拿铁CaramelMacchiato焦糖玛奇朵EspressoConPanna浓缩康保蓝VanillaLatte香草拿铁Frappuccino可可碎片星冰乐JavaChipFrappuccinoCaramelCoffeeFrappuccino焦糖咖啡星冰乐摩卡星冰乐MochaFrappuccinoGreenTeaFrappuccino抹茶星冰乐Coffee&Tea密斯朵咖啡CaffèMisto英式红茶拿铁FullLeafBlackTeaLatte经典热巧克力HotChocolate星巴克英式红茶EnglishBreakfastTea冰摇柠檬茶IcedShakenLemonTeaFoodTeaCupStarbucksinChinaDevelopmenthistoryinChinaSpecialproductstomeetthedemandinChinaWouldyoulikeacupofcoffee?"IwanttobearegularcustomerofStarbucks"DevelopmentStrategypricepositioning

价格定位Productquality

产品品质Multi-dimensionalinnovation

多维创新MysteriousCustomers

神秘顾客UltimateGoal最终目标Thepricepositioning

“Affordableluxuryformostpeople”.(“多数人承担得起的奢侈品”)Thetargetisforwhite-collarlevel.Mostofthesecustomersareintellectuals,withahigherincome,andwiththehighdegreeofloyalty.Purchasethemostadvanced

coffee

beans.Todothemostperfectbaking.ProductqualityFourprinciples:

Refusefranchisees

Refusetosellartificialflavoringcoffeebeans

Refusetoenterthesupermarket

TobuythemostadvancedcoffeebeansMulti-dimensionalinnovationplayssomejazz,Americancountrymusicandpianosololaunchedahigh-speedwirelessInternetservicepublicpraiseisthebestadvertisementcookeverycupofcoffeeverywell,andhaveagoodgraspofeverydetail.foryou,maybeitis

the100thguest,but

fortheguest,itisthefirstcupofcoffee.（你可能今天面对的是第100位客人，可对客人来说，喝到的却是第一杯咖啡）MysteriouscustomersUltimategoal

Tocreate25000chainstores,justlikethefast-foodrestaurantsMcDonald's,whichcanbeseeneverywhereintheworld.HowstafflookatStarbucks"AsawaitressinStarbucksisacareerandglory."SWOTAnalysisofStarbucksStrenghsWeaknessesOpportunitiesThreats

Innovativebusinessmodel

Brandadvantage

Technologyadvantage

Newproductdevelopment

andInovation

Consideratecustomerservice

locationadvantageTheshortofcapitalHighpriceHighconcentrationlevelLackofdiversificationE-businessExpanditsglobaloperationsCompetitorsCostraisingThethreatofnewentrantsSolutionsStarbucksshouldtakepricediscriminationstrategy,whichmeansitshouldofferproductswithdifferentpricelevelsforpeoplewithdifferentincomelevel.Starbucksshouldsetuparoadmaptoachievediversification,itcansellmanyotherproducts,suchasfruitsaladandsoon.Starbucks