星巴克战略管理案例分析ppt课件.ppt

1、星巴克全球战略分析,Starbucks,2010.10,1,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,2,Who is Starbucks?,Starbucks,3,Content,Starbucks,4,Content,Starbucks,5,Starbucks,Starbucks,“Were not just selling a cup of coffee, we are providing an experience.”,-Howard Schultz,6,Starbucks timeline and History,Star

2、bucks,1971,Starbucks 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 Gio

3、rnale,1987,Owners 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,Starbu

4、cks has grown 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.,7,Starbucks Products,Starbucks,8,Starbucks Marketing,Starbucks, Same as McDonalds global expansi

5、on, Starbucks began 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

6、as in China, Taiwan, Hong Kong, Hawaii, and Shanghai4. Starbucks does not hold shares, but authorized to operate, such as in the Philippines, Singapore, Malaysia and Beijing;,9,Starbucks Expansion,Starbucks,Opens in Chicago and Vancouver Starbucks location total=17 Introduce mail catalog with servic

7、e to all 50 states 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

8、total=165 1996 Open first non-North American store in Tokyo ,10,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

9、 2000 First store in Shanghai and HK ,11,Financial Performance,Starbucks,12,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 St

10、ock program, and get a free 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 dig

11、nity,Starbucks,13,Content,Starbucks,14,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 th

12、ird place for people to congregate 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 main

13、taining uncompromising principles as we grow,15,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.,

14、Embrace diversity as an essential component 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 neighb

15、orhood at a time.,16,Environmental Mission,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

16、 to buy, sell and use environmentally friendly 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

17、,17,Starbucks,Starbucks,“Were not in the coffee business serving people but in the people business serving coffee .”,-Howard Schultz,18,Starbucks Mode,Quality and Skills,Experience,Expansion,Brand building,Unique Culture,All of these methods makes a special “Starbucks Way”,Excellent taste beans Stri

18、ct quality control Excellent Service Shorten 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 ownersh

19、ip plan Training Cover both full time and part time employees,Choose best location let everybody know the brand Cover every neighborhood,Starbucks,19,Content,Starbucks,20,Starbucks Value Chain,Starbucks,BRAND,VALUE,Partner,Quality Control,Supplier,Materials buying,Employee,Location Decoration,Cultur

20、e,21,Starbucks coffee beans buying,Starbucks,Develop relationships with the countries from which it buys coffee beans.,22,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. Th

21、e pot must be cleaned and warm. Make only enough coffee for your immediate needs. The coffee will deteriorate if you keep it too long.,Roast Coffee,23,Starbucks Location,Starbucks,Location choose: always chose the high-level office buildings 、big shopping mall 、airport 、business street etc. these ta

22、lent people especially business people gathering place to satisfy 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.,24,Starbucks Location,Starbucks,Starbu

23、cks location chosen depends on local partners. And The procedure 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 the

24、m to evaluate. And the HQ will provide some standardized data.,Headquarter review,25,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.,35,Qu

25、alityspecialize in coffee,Securing the Finest Raw Materials,Starbucks,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.,Roa

26、st procedureQuality control,36,Qualityspecialize in coffee,Securing the Finest Raw Materials,Starbucks,Shorten customer lines at individual stores, and increase foot traffic for all the stores in an area.,Focus on details,37,Experience,Experience Mode,The Starbucks environment has become as importan

27、t as the coffee itself,Starbucks,Beautiful CDs,Wireless internet,Beautiful View,38,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 f

28、loor,Smell,Taste,Vision,Sound,Sense of touch,Five Sense,39,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,40,What is Starbucks core competence,Starbucks,Neighbor,Quality control,Coffee,Become a work place new office,Mysterious person,T