星巴克战略管理案例分析.ppt

,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,L o g o,L o g o,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,*,星巴克全球战略分析,Starbucks,2010.10,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,1.Starbucks Introduction,2.Starbucks Mission and Mode,3.Starbucks Value Chain,4.Core Competence,5.Thinking and Conclusion,4,Content,Starbucks,1.Starbucks Introduction,5,Starbucks,Starbucks,“Were not just selling a cup of coffee,we are providing,an experience.”,-Howard Schultz,6,Starbucks,timeline and History,Starbucks,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 Giornale,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,Starbucks 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,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,Starbucks,Same as McDonalds global expansion,Starbucks began very early in international business in the world.,Organization,solely-invested,joint ventures,licensing agreements,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 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;,10,Starbucks Expansion,Starbucks,2002,2001,2000,1999,5,886,4,709,3,501,2,498,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,11,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,2000 First store in Shanghai and HK,12,Financial Performance,Starbucks,13,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 Stock 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 dignity,Starbucks,14,Content,Starbucks,2.Starbucks Mission and Mode,15,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 third,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 maintaining uncompromising principles as we grow,16,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.,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 neighborhood at a time.,17,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 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,18,Starbucks,Starbucks,“Were not in the coffee business serving people but in the people business serving coffee.”,-Howard Schultz,19,Starbucks Mode,Quality and Skills,Experience,Expansion,Brand building,Unique Culture,All of these methods makes a special“Starbucks Way”,Excellent taste beans,Strict 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 ownership plan,Training,Cover both full time and part time employees,Choose best location let everybody know the brand,Cover every neighborhood,Starbucks,20,Content,Starbucks,3.Starbucks Value Chain,21,Starbucks Value Chain,Starbucks,BRAND,VALUE,Partner,Quality,Control,Supplier,Materials,buying,How a cup of Starbucks coffee is produced,？,Employee,Location,Decoration,Culture,22,Starbucks coffee beans buying,Starbucks,D,Buy beans exclusively enabled Starbucks purportedly the best coffees in the world,Sigh long-term contract with bean planter,Control the quality to guarantee the proper balance of flavor,body,and acidity,Develop relationships with the countries from which it buys coffee beans.,23,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.,The pot must be cleaned and warm.,Make only enough coffee for your immediate needs.The coffee will deteriorate if you keep it too long.,Beans,select,Brewing,Roast,Coffee,24,Starbucks Location,Starbucks,Location choose:always chose the high-level office buildings,、,big shopping mall,、,airport,、,business street etc.these talent 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.,25,Starbucks Location,Starbucks,Starbucks 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 them to evaluate.,And the HQ will provide some standardized data.,Headquarter review,26,Starbucks Partner,Starbucks,Form alliance with Pepsi-cola,1995,1996,Begins Barnes&Noble Inc.relationship,Forms alliance with,Canadian bookstore Chapters,1993,1996,Form alliance with,Dreyers Grand Ice Cream,27,Starbucks Employee,Starbucks,Employee satisfaction,Refuse work overload,Change job in the company,Bean Stock Plan,Treat employee as partner,Insurance package,A lot of training package to promote skills,Stock ownership plan,Human based Management,Training Plan,28,The Starbucks Experience,HOME,OFFICE,STARBUCKS,The third,place,The first,place,The second,place,29,The Starbucks Experience,Now,we can sit comfortably to enjoy a cup of Starbucks coffee.,30,Content,Starbucks,4.Core Competence,31,Why Starbucks?,Starbucks,There,are so many coffee products,This is not only a story,Why Starbucks gets succeed?,32,Why Starbucks?,Starbucks,Excellent Reputation,Brand Loyalty,Employee Satisfaction,Hard to imitate,Core Competency,Brand Loyalty:fantastic experience,comfortable store,music,wireless on line.,Employee Satisfaction:Bean Stock,training,insurance.,Excellent Reputation:Stick to high quality beans,roast skills,excellent taste,33,Culture,Core Competency,Starbucks,Experience,Quality,Starbucks Brand and,Core Competency,34,Qualityspecialize in coffee,Securing the Finest Raw Materials,Starbuckss coffee quality begins with the purchase of,high-quality,arabica,coffee beans.,Starbucks,Starbucks coffee is strictly,arabica,and the company ensures that only the highest quality beans are used.,35,Qualityspecialize in coffee,The variety of coffee,Starbuckss choose,arabica,coffee beans.It seek only the,Finest,richest and most interesting beans.,Starbucks,Arabica,Best quality;Best Smell;Best taste.,Robusta,Suit for ice coffee.Taste not as good as arabica.,Liberica,Worst quality.Better to made instant coffee.,36,Qualityspecialize 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.,Roast procedureQuality control,37,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,38,Experience,Experience Mode,The Starbucks environment has become as important as the coffee itself,Starbucks,Beautiful CDs,Wireless internet,Beautiful View,39,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 floor,Smell,Taste,Vision,Sound,Sense of touch,Five Sense,40,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,41,What is Starbucks core competence,Starbucks,Neighbor,Quality control,Coffee,Become a work place,new office,Mysterious,person,The“third place”,Service,By Heart,Position,42,Content,Starbucks,5.Thinking and Conclusion,43,Conclusion,Starbucks,Position,Culture,Product,Service,Operation,Stuff,Clear position,Use culture to integrate,Product,service,procedure,operation,marketing and sales,stuffetc.all surrounding with this circle.,Success of Starbucks,Integration is an ability which can not imitate by competitors,44,Thinking,Starbucks,1.ONE,2.TWO,3.THREE,Without high technology,the Starbucks use its unique culture expand its,stores all over the world.We can learn more from its success.,Because Starbucks uses its culture to integrate all of its factors,Starbucks,is always seen as an American culture symbol and that is the reason it met,so many argue against its expansion in other countries.,It position itself a high-level coffee bar using high quality beans and introduce,an coffee culture experience,if the global economy is not that good,it will,face a dangerous situation.,45,Starbucks,Thank,You!,