星巴克市场营销英文分析ppt课件.ppt

《星巴克市场营销英文分析ppt课件.ppt》由会员分享，可在线阅读，更多相关《星巴克市场营销英文分析ppt课件.ppt（35页珍藏版）》请在三一办公上搜索。

1、Starbucks,Background,Starbucks story began in 1971,back then they were a roaster and retailer of whole bean and ground coffee,tea and spices with a single store in Seattles Pike Place Market.,Today,they were privileged to welcome millions of customers through doors everyday.It has become the largest

2、 coffee chain over the world.,Stores,Total stores 16,706(as of Dec.27,2009)8850 company-operated stores7856 licensed storesOperating in more than 50 countries,Name origin,Starbucks is named after the first mate inHermans Moby Dick.The logo is also inspired by the sea-featuring a twin-tailed siren fr

3、om Greek mythologe.,Logos,Beans of Starbucks,Starbucks believed in serving the bestcoffee,the coffee bean grow under the highest quality.,Products,Coffee Beverages 饮料Merchandise Fresh food 新鲜食品Consumer products Brand portfolio 品牌组合,焦糖玛奇朵 Caramel Macchiato,摩卡 Coffee Mocha,瓶装星冰乐 Bottled Frappuccino,拿铁

4、 Latte,卡布奇诺 Cappuccino,Fresh food 新鲜食品,Popularity,An atmosphere of relaxThe third space,Starbucks with its partners,Social responsibilityHealth insuranceStock options 股票期权Stable hours,Development(expansion)In 1971 First Starbucks opensIn 1987 Howard Schultz took over the companyIn 1992 Starbucks lis

5、ted 上市In 1998 Starbucks enter Taiwan marketIn 1999 Starbucks enter mainland of ChinaIn 2005 Starbucks established headquarters in Shanghai,Intermezzo,The store located inside Forbidden City was closed.,SWOT,Strengths,Weaknesses,Opportunities,Threats,strength,It is a global coffee brand Starbucks was

6、 one of the Fortune Top 100 Companies to Work For in 2005The organization has strong ethical values and an ethical mission statement,Weaknesses,Starbucks remain vulnerable to the possibility that their innovation may falter over time.The organization has a strong presence in the United States of Ame

7、rica with more than three quarters of their cafes located in the home market.It is often argued that they need to look for a portfolio of countries,in order to spread business risk.The organization is dependant on a main competitive advantage,the retail of coffee.This could make them slow to diversi

8、fy into other sectors should the need arise.,Opportunities,In 2004 the company created a CD-burning service in their Santa Monica(California USA)cafe with Hewlett Packard,where customers create their own music CD.New products and services that can be retailed in their cafes,such as Fair Trade produc

9、ts.The company has the opportunity to expand its global operations.New markets for coffee such as India and the Pacific Rim nations are beginning to emerge.Co-branding with other manufacturers of food and drink,and brand franchising to manufacturers of other goods and services both have potential.,T

10、hreats,Starbucks are exposed to rises in the cost of coffee and dairy products.Since its conception in Pike Place Market,Seattle in 1971,Starbucks success has lead to the market entry of many competitors and copy cat brands that pose potential threats.Starbucks mission statement is Establish Starbuc

11、ks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.,The politics of Starbucks,Thinking adout:1.Do you know adout the Starbucks?2.why Starbucks become so famous brand?3.Whats the politics of Starbucks?4.Whats the characteristics

12、of Starbucks?,Guiding principle,To provide the impeccable work environment,and create the work atmosphere of mutual respect and trust.Uphold the diversification is important principles.To adopt the highest standards for purchasing bakery,and provide fresh coffee.Having a positive contribution to the

13、 communities and the environment.Recognizing that profit is the basis for the future success.,Whats the characteristics of Starbucks?,Do not rely on advertising.Communicate with customers in the coffee shop,especially for the personnels.The experience of customers on coffee culture.The wages and ben

14、efits of employees are very favourable.,Starbucks via personnel motivation system to strengthen its culture and values,Staff not only come first,but also be given a large amount of investment.Let the staff express their ideas.The company sold more than just high-quality coffee,perfect service,more i

15、mportant is the experience of customers on coffee culture.,The elements of a successful operating to Foreign companies in China.,Being Clear to the strategic orientation and target.According to Chinas national conditions.Pay attention to local cultural characteristics.Takeing the parent company as t

16、he center.,Starbucks in china markets,1998.3 Starbucks entering into Taiwan,1999.1 entering into Beijing,2000.5 entering into Shanghai,Now The starbucks coffee industry has become the first brand in domestic.,Economy,Strengths（优势）,Peoples income and living standards have greatly increasedStarbucks f

17、ocused on the economic developed regionThe facilities of investment have made great progressThe system of market has improvedIncentives to foreign investment,Weaknesses（弱势）,Chinas market opening degree is still low and appeared setbackThe regional protectionism policies exist,Opportunities(机会),Rapid

18、 development of economic in ChinaThe course of urbanizationThe mobility of urban population,fast-pace and the strong purchasing power,Threats（威胁）,The increased number of competitorsThe increased cost of materialsThe imbalance development of regional economic,The respect of cultureThe local customs a

19、ffects the Starbuck entre into China market most profoundDisadvantages:the long history of tea culture not so familiar with the art of coffee existed some powerful competitors in this extensive new market,Advantages:the sustained and rapid development of economy lead to a high quality of lifestyle n

20、eeds;the imitate and pursue of western way;Little restrictions about the geography factors and social environmental;have a few examples of success.,Starbucks growth in China market,Turn to market research plan and undertaking ads to broadcast its productsRelations with its distributors and gain mass

21、ages from customersCapture the target market,competed with the opponent company and adopt cooperation form with the social organizations,Complex its products combine with local culture,for example，coffee&tea,serial of tazo tea,Planted coffee beans in Yun Nan province,based on Chinese agriculture and widely break out Chinese market,