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1、STRENGTH WAEKNESS OPPORTUNITY THREATS,SWOT ANALYSIS about Starbucks,GROUP MEMBERS:,樊嵘：130774083郭晶：130774085张嘉彤：130774100杜雪妍：130774082,CONTENTS,目 录,INTRDUCTIONS ABOUT STARBUCKS,1,INTRDUCTIONS ABOUT STARBUCKS,LOREMIPSUMDOLORSITAMETCONSECTETURADIPISICINGELIT,SEDDOEIUSMODTEMPORINCIDIDUNTUTLABOREETDOLORE
2、MAGNAALIQUA.UTENIMADMINIMVENIAM,QUISNOSTRUDEXERCITATIONULLAMCOLABORISNISIUTALIQUIPEXEACOMMODOCONSEQUAT.DUISAUTEIRUREDOLORINREPREHENDERITINVOLUPTATEVELITESSECILLUMDOLOREEUFUGIATNULLAPARIATUR.,SWOT ANALYSIS STRENGTH,2,SWOT ANALYSISSTRENGTH,VERY PROFITABLE ORGNIZATIONS,RESPECTED EMPLOYERS,FINE PRODUCT
3、AND SERVIVE,REPUTATION,VERY STRONG ETHICAL VALUES AND COMISSION STATEMENT.,SWOT ANALYSISSTRENGTH,VERY PROFITABLE ORGNIZATIONS,Starbucks Corporation is a very profitable organization,earning in excess of$600 million in 2004.The company generated revenue of more than$5000 million in the same year.,LOR
4、EMIPSUMDOLORSITAMET,REPUTATION,FINE PRODUCT AND SERVIVE,It is a global coffee brand built upon a reputation for fine products and services.It has almost 9000 cafe shop in almost 40 countries.,全球排名前十的咖啡店 NO.1 星巴克(Starbucks,美国)NO.2 唯咖啡(vox,德国 NO.3 沏宝(Tchibo,德国)NO.4 戴奇(Diedrich,美国)NO.5 第二杯(SecondCup,加拿
5、大)NO.6 瑟滴(SegafredoIanetti,意大利)NO.7 咖世家(Costa,英国)NO.8 麦咖啡(McCafe,美国)NO.9 咖啡豆和茶叶(CoffeeBean&TeaLeaf,新加坡)NO.10 驯鹿(Caribou,巴林),RESPECTED EMPLOYERS,Starbucks was one of the Fortune Top 100 Companies to Work For in 2005.The company is a respected employer that values its workforce.,SWOT ANALYSISSTRENGTH,
6、VERY STRONG ETHICAL VALUES AND COMISSION STATEMENT.,The organization has strong ethical values and an ethical mission statement as follow,Starbucks is committed to a role of environmental leadership in all facets of our business.,SWOT ANALYSISSTRENGTH,SWOT ANALYSIS WEAKNESS,3,SWOT ANALYSIS WEAKNESS,
7、Starbucks have a systematic management of the branch stores,itself is a big challenge of any corporations.It lack the efficiency of the organization structure.,As for China,Starbucks havent realize the stocks rights control of the Chinese market.So you can imagine that it will be very difficult to c
8、oordinate different people around different areas.,SWOT ANALYSIS WEAKNESS,For the location and positioning in the prime location of Starbucks,too fast opening speed will inevitably affect Starbuckss capital chain,which further affect the companys cost control and financial decisions.,Plus in recent
9、years,with the development of Chinas economy,commercial real estate rental prices still have a lot of upward pressure,which will give Starbucks the future profitability of space caused by a greater risk and uncertainty.,SWOT ANALYSIS WEAKNESS,The rapid expansion of the scale did not bring the result
10、s of Starbucks and brand promotion,but the crisis and its healthy development.,Starbucks in the expansion at the same time,in order to obtain economies of scale and achieve their financial goals.After another to reduce costs,use of assembly line to complete the service process,cause the core of Star
11、bucks experience of desalination and service level decreased.,SWOT ANALYSIS WEAKNESS,SWOT ANALYSIS OPPORTUNITY,4,SWOT ANALYSIS OPPORTUNITY,Starbucks are very good at taking advantage of opportunity.星巴克是非常善于利用机遇。In 2004 the company created a CD-burning service in their Santa Monica(California USA)caf
12、e with Hewlett Packard,where customers create their own music CD.2004年公司在圣莫尼卡（美国加州）咖啡馆与惠普创建了一个CD刻录服务，在那里，顾客可以建立他们自己的音乐CD。New products and services that can be retailed in their cafes,such as Fair Trade products.在它的咖啡店里提供新的产品和服务，如平价产品。,SWOT ANALYSIS OPPORTUNITY,The company has the opportunity to expa
13、nd its global operations.公司有机会扩大其全球业务。New markets for coffee such as India and the Pacific Rim nations are beginning to emerge.新的市场咖啡，如印度和太平洋沿岸地区的国家都开始出现。Co-branding with other manufacturers of food and drink,and brand franchising to manufacturers of other goods and services both have potential.与其他食
14、品和饮料制造商创建的共同品牌，品牌特许经营的其他商品和服务的制造商都很有潜力。,SWOT ANALYSIS THREATS,5,SWOT ANALYSISTHREATS,The risk of rapid expansion：急剧扩张的风险The pressure of investment of opening new stores is huge.At the same time,because Starbucks is not allowed to join,so the operator can not be like other coffee shops rely on the pr
15、ofit from the franchise.开设新店的投资压力巨大；同时，由于星巴克不允许加盟，所以经营者不能像其他咖啡店那样靠加盟金获利。,SWOT ANALYSISTHREATS,A large number of competitors：大量的竞争者Competitors of Starbucks can be roughly divided into four categories：星巴克的竞争者大致可以分为4类：,SWOT ANALYSISTHREATS,Competition in the same industry,Competition of coffee maker,Co
16、mpetition of convenience store,Competition of fast-food restaurant,SWOT ANALYSISTHREATS,1.咖啡同业竞争：连锁或加盟店如西雅图咖啡、罗多伦咖啡及陆续进入市场的咖啡店及独立开店咖啡店。,SWOT ANALYSISTHREATS,2.便利商店的竞争：便利商店随手可得的铁罐咖啡、铝罐包装咖啡、方便式随手包冲泡咖啡。,SWOT ANALYSISTHREATS,3.快餐店卖咖啡：麦当劳快餐店、得州汉堡、肯德基快餐店等以便利为主咖啡机冲泡的咖啡。,SWOT ANALYSISTHREATS,4.定点咖啡机：驻立于机场、休
17、息站以便利为主，随手一杯咖啡机冲泡的咖啡，或铁罐咖啡、铝铂包装咖啡。,营销策略分析Marketing Strategy Analysis,Marketing Strategy Analysis,一、根据世界各地不同的市场情况采取灵活的投资与合作模式星巴克与世界各地的合作模式主要有四种情况：1.星巴克占100股权，比如在英国、泰国和澳大利亚等地；2.星巴克占50股权，比如在日本、韩国等地；3.星巴克占股权较少，一般在5左右，比如在中国的台湾、香港、夏威夷和增资之前的上海等地；4.星巴克不占股份，只是纯粹授权经营，比如在菲律宾、新加坡、马来西亚和北京等地。,二、以直营经营为主星巴克对外宣称其整个政
18、策都是：坚持走公司直营店，在全世界都不要加盟店。星巴克之所以采取直营方式的理由是：品牌背后是人在经营，星巴克严格要求自己的经营者认同公司的理念，认同品牌，强调动作、纪律、品质的一致性；而加盟者都是投资客，他们只把加盟品牌看作赚钱的途径，可以说，他们惟一的目的就是为了赚钱而非经营品牌。,Marketing Strategy Analysis,三、不花一分钱做广告星巴克认为，在服务业，最重要的行销管道是分店本身，而不是广告。如果店里的产品与服务不够好，做再多的广告吸引客人来，也只是让他们看到负面的形象。星巴克不愿花费庞大的资金做广告与促销，但坚持每一位员工都拥有最专业的知识与服务热忱。我们的员工犹
19、如“咖啡通”一般，可以对顾客详细解说每一种咖啡产品的特性。通过一对一服务的方式，赢得信任与口碑。,四、风格：充分运用“体验”星巴克更擅长咖啡之外的“体验”，如气氛管理、个性化的店内设计、暖色灯光、柔和音乐等。就像麦当劳一直倡导售卖欢乐一样，星巴克把美式文化逐步分解成可以体验的东西。“认真对待每一位顾客，一次只烹调顾客那一杯咖啡。”这句取材自意大利老咖啡馆工艺精神的企业理念，是星巴克快速崛起的秘诀。注重“one at a time”（当下体验）的观念，强调在工作、生活及休闲娱乐中，用心经营“当下”这一次的生活体验。,Marketing Strategy Analysis,五、设计：表现特色他们在设计每个门市的时候，都会依据当地的商业圈的特色，去思考如何把星巴克融入其中。所以，星巴克的每一家店，在品牌统一的基础上，又尽量发挥了个性特色。这与麦当劳等连锁品牌强调所有门店的视觉设计高度统一截然不同。在设计上，星巴克强调每栋建筑物都有自己的风格，应让星巴克的风格融合到原来的建筑物中去，而不是破坏建筑物原来的设计。每增加一家新店，他们就用数码相机把店址内景和周围环境拍下来，照片传到美国总部，请总部帮助设计，再发回去找施工队。这样下来，星巴克始终保持着原汁原味。,Thank you for watching,YourName,
