Description
Starbucks Corporation, doing business as Starbucks Coffee, is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world ahead of UK rival Costa Coffee, with 21,536 stores in 64 countries and territories, including 12,218 in the United States, 1,716 in China, 1,330 in Canada, 1,079 in Japan and 808 in the United Kingdom.
STARBUCKS
STARBUCKS
9331337
9331337
???
???
9331376
9331376
???
???
9331373
9331373
???
???
Background
Background
?
Began in 1971
Began in 1971
?
First Store – in Seattle
First Store – in Seattle
?
The Branches Stores All
The Branches Stores All
Over The World
Over The World
Starbucks In Taiwan
Starbucks In Taiwan
?
Began in 1998
Began in 1998
?
The First Store in Taiwan –
The First Store in Taiwan –
In Tien Mu Tai!ei "it#
In Tien Mu Tai!ei "it#
?
The Branches Stores in
The Branches Stores in
Taiwan
Taiwan
Products of Starbucks
Products of Starbucks
?
Fresh Brewed "o$$ee
Fresh Brewed "o$$ee
?
Italian – St#le %s!resso
Italian – St#le %s!resso
Beverages
Beverages
?
"o$$ee &elated Accessories '
"o$$ee &elated Accessories '
%(ui!)ent
%(ui!)ent
?
"o$$ee Alternatives
"o$$ee Alternatives
The Inside Management of
The Inside Management of
Starbucks
Starbucks
?
Plan
Plan
?
rgani!ation
rgani!ation
?
More than "P#$
More than "P#$
Plan
Plan
*ision
*ision
+oward Schult,-s "o$$ee .rea)
+oward Schult,-s "o$$ee .rea)
Mission
Mission
The "o)!an#/s o01ective is to
The "o)!an#/s o01ective is to
esta0lish Star0uc2s as the )ost
esta0lish Star0uc2s as the )ost
recogni,ed and res!ected 0rand
recogni,ed and res!ected 0rand
in the world3
in the world3
Strategic
Strategic
Su!!l# 1o# and great wor2ing
Su!!l# 1o# and great wor2ing
environ)ent3 Treat all the
environ)ent3 Treat all the
wor2ers with res!ect3 Bean Stoc2
wor2ers with res!ect3 Bean Stoc2
O!eration
O!eration
Bean Stoc2
Bean Stoc2
rgani!ation
rgani!ation
CEO
Vice General Manager
International General Manager
Capital HR Finance Design R&D Marketing
AD
More than "P#$
More than "P#$
?
price
price
?
place
place
?
promotion
promotion
?
product
product
?
passion
passion
?
personal
personal
?
people
people
Price
Price
The 4u5ur# which can 0e
The 4u5ur# which can 0e
a$$orded easil#
a$$orded easil#
Promotion
Promotion
?
The !leasant at)os!here
The !leasant at)os!here
?
Tr# $or $ree
Tr# $or $ree
?
"reative and ela0orate coo2ies and
"reative and ela0orate coo2ies and
goods
goods
?
+igh (ualit# and re!utation
+igh (ualit# and re!utation
Place
Place
?
6
6
The Third 7lace8
The Third 7lace8
a !lace 0etween ho)e and
a !lace 0etween ho)e and
wor2!lace
wor2!lace
?
"onvenient
"onvenient
downtown9in order to )a2e !eo!le
downtown9in order to )a2e !eo!le
get there easil#
get there easil#
Product
Product
?
The Best "o$$ee Beans
The Best "o$$ee Beans
?
The Freshest
The Freshest
Passion
Passion
?
7our all #our heart into the
7our all #our heart into the
cu!s:
cu!s:
?
;ood interaction 0etween
;ood interaction 0etween
e)!lo#ees
e)!lo#ees
Personal
Personal
?
7ersonal &ight
7ersonal &ight
?
7ersonal Feelings
7ersonal Feelings
Peo%le
Peo%le
?
Friendl# and 2ind service
Friendl# and 2ind service
?
Alwa#s wearing s)ile
Alwa#s wearing s)ile
The Marketing and Strateg&
The Marketing and Strateg&
?
Coffee for Starbucks
Coffee for Starbucks
?
Decoration and Location
Decoration and Location
?
Business Serving
Business Serving
Coffee for Starbucks
Coffee for Starbucks
?
Purchase
Purchase
1 4atin A)erica
1 4atin A)erica
< The 7aci$ic
< The 7aci$ic
= A$rica and Ara0ia
= A$rica and Ara0ia
'ualit&
'ualit&
1
1
Aroma
Aroma
2 Acidity
2 Acidity
3 Body
3 Body
4 Flavor
4 Flavor
(ecoration and )ocation
(ecoration and )ocation
1
1
Decoration
Decoration
2
2
Location
Location
Business Ser*ing
Business Ser*ing
?
+or ,m%lo&ee
+or ,m%lo&ee
13
13
&elationshi!
&elationshi!
<
<
.on-t $orce their wor2er
.on-t $orce their wor2er
?
+or Customer
+or Customer
Anal&sis and Suggestion
Anal&sis and Suggestion
?
S-T Anal&sis
S-T Anal&sis
?
Suggestion of +uture (e*elo%ment
Suggestion of +uture (e*elo%ment
Strengths
Strengths
?
STA&B>"?S is a )ultinational
STA&B>"?S is a )ultinational
cor!oration3
cor!oration3
?
It has a consu))ate )anage s#ste)3
It has a consu))ate )anage s#ste)3
?
The cler2s are considerate and !atient3
The cler2s are considerate and !atient3
?
STA&B>"?S has regular and lo#al
STA&B>"?S has regular and lo#al
consu)ers3
consu)ers3
?
The environ)ent is co)$orta0le and
The environ)ent is co)$orta0le and
elegant3
elegant3
-eaknesses
-eaknesses
?
The o!tions on the )enu are not
The o!tions on the )enu are not
)an# to choose3
)an# to choose3
?
The !rice is still higher than others3
The !rice is still higher than others3
?
The consu)ing custo)er grou! is
The consu)ing custo)er grou! is
li)ited3
li)ited3
?
STA&B>"?S is 1oint venture not
STA&B>"?S is 1oint venture not
$ranchise organi,ation3
$ranchise organi,ation3
?
Most !eo!le still have )eals in $ast
Most !eo!le still have )eals in $ast
$ood restaurants3
$ood restaurants3
%%ortunities
%%ortunities
?
7rovide co$$ee cou!ons3
7rovide co$$ee cou!ons3
?
O!en )ore sho!s and 0ranches3
O!en )ore sho!s and 0ranches3
?
There are still lots o$ !otential
There are still lots o$ !otential
consu)ers need to discover3
consu)ers need to discover3
?
7rovide )ore !roduct o!tions
7rovide )ore !roduct o!tions
3
3
Threats
Threats
?
The co$$ee 0eans are all i)!orted3 The
The co$$ee 0eans are all i)!orted3 The
cost )a# 0e higher and unsta0le3
cost )a# 0e higher and unsta0le3
?
%ach countr# has a di$$erent
%ach countr# has a di$$erent
govern)ent !olic#3
govern)ent !olic#3
?
There are lots o$ 0ig co)!etitors in
There are lots o$ 0ig co)!etitors in
Taiwan3
Taiwan3
?
The tastes and $lavors )a# not )eat
The tastes and $lavors )a# not )eat
ever#one3
ever#one3
Suggestions .I/
Suggestions .I/
?
Ma2e its sho!s with )ore
Ma2e its sho!s with )ore
diversi$ication and characteristics3
diversi$ication and characteristics3
?
Find coo!erate !artners3
Find coo!erate !artners3
?
Tr# to sta0ili,e the su!!l# o$
Tr# to sta0ili,e the su!!l# o$
)aterials3
)aterials3
Suggestions .II/
Suggestions .II/
?
@arrowing the s!atial di$$erences o$
@arrowing the s!atial di$$erences o$
countries3
countries3
?
Focus )ore on the environ)ental
Focus )ore on the environ)ental
!rotection3
!rotection3
?
.evelo! and !rovide
.evelo! and !rovide
)ore !roducts3
)ore !roducts3
Conclusion
Conclusion
?
Wh# STA&B>"?S is so success$ul in
Wh# STA&B>"?S is so success$ul in
Taiwan even the whole worldA
Taiwan even the whole worldA
?
The# have good )anage)ent
The# have good )anage)ent
strategies and )ar2eting3
strategies and )ar2eting3
?
STA&B>"?S could de$initel# 0e all
STA&B>"?S could de$initel# 0e all
cor!orations- )odel3
cor!orations- )odel3
Thanks for Your
Thanks for Your
Attention
Attention
doc_554134073.ppt
Starbucks Corporation, doing business as Starbucks Coffee, is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world ahead of UK rival Costa Coffee, with 21,536 stores in 64 countries and territories, including 12,218 in the United States, 1,716 in China, 1,330 in Canada, 1,079 in Japan and 808 in the United Kingdom.
STARBUCKS
STARBUCKS
9331337
9331337
???
???
9331376
9331376
???
???
9331373
9331373
???
???
Background
Background
?
Began in 1971
Began in 1971
?
First Store – in Seattle
First Store – in Seattle
?
The Branches Stores All
The Branches Stores All
Over The World
Over The World
Starbucks In Taiwan
Starbucks In Taiwan
?
Began in 1998
Began in 1998
?
The First Store in Taiwan –
The First Store in Taiwan –
In Tien Mu Tai!ei "it#
In Tien Mu Tai!ei "it#
?
The Branches Stores in
The Branches Stores in
Taiwan
Taiwan
Products of Starbucks
Products of Starbucks
?
Fresh Brewed "o$$ee
Fresh Brewed "o$$ee
?
Italian – St#le %s!resso
Italian – St#le %s!resso
Beverages
Beverages
?
"o$$ee &elated Accessories '
"o$$ee &elated Accessories '
%(ui!)ent
%(ui!)ent
?
"o$$ee Alternatives
"o$$ee Alternatives
The Inside Management of
The Inside Management of
Starbucks
Starbucks
?
Plan
Plan
?
rgani!ation
rgani!ation
?
More than "P#$
More than "P#$
Plan
Plan
*ision
*ision
+oward Schult,-s "o$$ee .rea)
+oward Schult,-s "o$$ee .rea)
Mission
Mission
The "o)!an#/s o01ective is to
The "o)!an#/s o01ective is to
esta0lish Star0uc2s as the )ost
esta0lish Star0uc2s as the )ost
recogni,ed and res!ected 0rand
recogni,ed and res!ected 0rand
in the world3
in the world3
Strategic
Strategic
Su!!l# 1o# and great wor2ing
Su!!l# 1o# and great wor2ing
environ)ent3 Treat all the
environ)ent3 Treat all the
wor2ers with res!ect3 Bean Stoc2
wor2ers with res!ect3 Bean Stoc2
O!eration
O!eration
Bean Stoc2
Bean Stoc2
rgani!ation
rgani!ation
CEO
Vice General Manager
International General Manager
Capital HR Finance Design R&D Marketing
AD
More than "P#$
More than "P#$
?
price
price
?
place
place
?
promotion
promotion
?
product
product
?
passion
passion
?
personal
personal
?
people
people
Price
Price
The 4u5ur# which can 0e
The 4u5ur# which can 0e
a$$orded easil#
a$$orded easil#
Promotion
Promotion
?
The !leasant at)os!here
The !leasant at)os!here
?
Tr# $or $ree
Tr# $or $ree
?
"reative and ela0orate coo2ies and
"reative and ela0orate coo2ies and
goods
goods
?
+igh (ualit# and re!utation
+igh (ualit# and re!utation
Place
Place
?
6
6
The Third 7lace8
The Third 7lace8
a !lace 0etween ho)e and
a !lace 0etween ho)e and
wor2!lace
wor2!lace
?
"onvenient
"onvenient
downtown9in order to )a2e !eo!le
downtown9in order to )a2e !eo!le
get there easil#
get there easil#
Product
Product
?
The Best "o$$ee Beans
The Best "o$$ee Beans
?
The Freshest
The Freshest
Passion
Passion
?
7our all #our heart into the
7our all #our heart into the
cu!s:
cu!s:
?
;ood interaction 0etween
;ood interaction 0etween
e)!lo#ees
e)!lo#ees
Personal
Personal
?
7ersonal &ight
7ersonal &ight
?
7ersonal Feelings
7ersonal Feelings
Peo%le
Peo%le
?
Friendl# and 2ind service
Friendl# and 2ind service
?
Alwa#s wearing s)ile
Alwa#s wearing s)ile
The Marketing and Strateg&
The Marketing and Strateg&
?
Coffee for Starbucks
Coffee for Starbucks
?
Decoration and Location
Decoration and Location
?
Business Serving
Business Serving
Coffee for Starbucks
Coffee for Starbucks
?
Purchase
Purchase
1 4atin A)erica
1 4atin A)erica
< The 7aci$ic
< The 7aci$ic
= A$rica and Ara0ia
= A$rica and Ara0ia
'ualit&
'ualit&
1
1
Aroma
Aroma
2 Acidity
2 Acidity
3 Body
3 Body
4 Flavor
4 Flavor
(ecoration and )ocation
(ecoration and )ocation
1
1
Decoration
Decoration
2
2
Location
Location
Business Ser*ing
Business Ser*ing
?
+or ,m%lo&ee
+or ,m%lo&ee
13
13
&elationshi!
&elationshi!
<
<
.on-t $orce their wor2er
.on-t $orce their wor2er
?
+or Customer
+or Customer
Anal&sis and Suggestion
Anal&sis and Suggestion
?
S-T Anal&sis
S-T Anal&sis
?
Suggestion of +uture (e*elo%ment
Suggestion of +uture (e*elo%ment
Strengths
Strengths
?
STA&B>"?S is a )ultinational
STA&B>"?S is a )ultinational
cor!oration3
cor!oration3
?
It has a consu))ate )anage s#ste)3
It has a consu))ate )anage s#ste)3
?
The cler2s are considerate and !atient3
The cler2s are considerate and !atient3
?
STA&B>"?S has regular and lo#al
STA&B>"?S has regular and lo#al
consu)ers3
consu)ers3
?
The environ)ent is co)$orta0le and
The environ)ent is co)$orta0le and
elegant3
elegant3
-eaknesses
-eaknesses
?
The o!tions on the )enu are not
The o!tions on the )enu are not
)an# to choose3
)an# to choose3
?
The !rice is still higher than others3
The !rice is still higher than others3
?
The consu)ing custo)er grou! is
The consu)ing custo)er grou! is
li)ited3
li)ited3
?
STA&B>"?S is 1oint venture not
STA&B>"?S is 1oint venture not
$ranchise organi,ation3
$ranchise organi,ation3
?
Most !eo!le still have )eals in $ast
Most !eo!le still have )eals in $ast
$ood restaurants3
$ood restaurants3
%%ortunities
%%ortunities
?
7rovide co$$ee cou!ons3
7rovide co$$ee cou!ons3
?
O!en )ore sho!s and 0ranches3
O!en )ore sho!s and 0ranches3
?
There are still lots o$ !otential
There are still lots o$ !otential
consu)ers need to discover3
consu)ers need to discover3
?
7rovide )ore !roduct o!tions
7rovide )ore !roduct o!tions
3
3
Threats
Threats
?
The co$$ee 0eans are all i)!orted3 The
The co$$ee 0eans are all i)!orted3 The
cost )a# 0e higher and unsta0le3
cost )a# 0e higher and unsta0le3
?
%ach countr# has a di$$erent
%ach countr# has a di$$erent
govern)ent !olic#3
govern)ent !olic#3
?
There are lots o$ 0ig co)!etitors in
There are lots o$ 0ig co)!etitors in
Taiwan3
Taiwan3
?
The tastes and $lavors )a# not )eat
The tastes and $lavors )a# not )eat
ever#one3
ever#one3
Suggestions .I/
Suggestions .I/
?
Ma2e its sho!s with )ore
Ma2e its sho!s with )ore
diversi$ication and characteristics3
diversi$ication and characteristics3
?
Find coo!erate !artners3
Find coo!erate !artners3
?
Tr# to sta0ili,e the su!!l# o$
Tr# to sta0ili,e the su!!l# o$
)aterials3
)aterials3
Suggestions .II/
Suggestions .II/
?
@arrowing the s!atial di$$erences o$
@arrowing the s!atial di$$erences o$
countries3
countries3
?
Focus )ore on the environ)ental
Focus )ore on the environ)ental
!rotection3
!rotection3
?
.evelo! and !rovide
.evelo! and !rovide
)ore !roducts3
)ore !roducts3
Conclusion
Conclusion
?
Wh# STA&B>"?S is so success$ul in
Wh# STA&B>"?S is so success$ul in
Taiwan even the whole worldA
Taiwan even the whole worldA
?
The# have good )anage)ent
The# have good )anage)ent
strategies and )ar2eting3
strategies and )ar2eting3
?
STA&B>"?S could de$initel# 0e all
STA&B>"?S could de$initel# 0e all
cor!orations- )odel3
cor!orations- )odel3
Thanks for Your
Thanks for Your
Attention
Attention
doc_554134073.ppt