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Starbucks
Content
1. Starbucks Introduction
Starbucks
Starbucks
“We’re not just selling a cup of coffee, we are providing an experience.”
------Howard Schultz
Starbucks
Starbucks timeline and History
1971
Starbucks opens its first location in Seattle’s Pike Place Market.
1982
Howard Schultz joins Starbucks as director of retail operations and marketing.
Starbucks
星巴克全球战略分析
2010.10
战略管理第三小组 小组成员： 张冬 张有为 张芳 张金莉 李桂森
指导教师：霍国庆
Who is Starbucks?
Starbucks
Content
1. Starbucks Introduction 2. Starbucks Mission and Mode 3. Starbucks Value Chain 4. Core Competence 5. Thinking and Conclusion
Schultz took the firm public at ＄17 a share being traded on the Nasdaq National Market”SBUX”.
Sales shot up 84 percent, and the company turned profitable.
大家有疑问的，可以询问和交流
可以互相讨论下，但要小声点
9
Starbucks Marketing
★ Same as McDonald's global expansion, Starbucks began very early in international business in the world.
1983
1985
Howard visited Italy-a buying trip and saw the potential in Seattle a similar coffee bar culture
Open his first coffee bar IL Giornale
1992
1991
1987
1. Starbucks 100% equity interest,
such as in the United Kingdom,
joint ventures Thailand and Australia;
2. Starbucks accounted for 50% stake,
such as in Japan, Korea and other
solely-invested
Organization
places; 3. Starbucks shares accounted for generally about 5%, such as in China,
Taiwan, Hong Kong, Hawaii, and
Shanghai
4. Starbucks does not hold shares, but
2002 2001 2000 1999
• Opens in Chicago and Vancouver Starbucks location total=17 • Introduce mail catalog with service 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 total=165 … 1996 Open first non-North American store in Tokyo …
2002源自文库
Starbucks has grown from 17 coffee shops in 1987 to 5,688 outlets in 28 countries by the end of fiscal 2002.
Starbucks
Starbucks Products
Starbucks
Logo
Owners of Starbucks agreed to sell the firm to Schultz for ＄4 million. Gioranle bar took on the name of Starbucks
1995
Starbucks Coffee international was set up to build Starbucks’s businesses outside North America.
authorized to operate, such as in the
licensing agreements
Philippines, Singapore, Malaysia and Beijing;
Starbucks
Starbucks Expansion
5,886 4,709 3,501 2,498
Starbucks
Starbucks Global Expansion
The first Starbucks store outside North America--Tokyo People there take a long line waiting for experience Starbucks culture
