Company-Starbucks-Marketing-Report-星巴克市场营销分析英文版

1CompanyStarbucksMarketingReportProducedbyNames1.StudentNumber:9Name:Grace2.StudentNumber:1Name:Ann3.StudentNumber:2Name:Tom4.StudentNumber:8Name:Serena5.StudentNumber:16Name:AnnaReportdate:2014/12/102Group:GraceDate:December10,2014ExecutivesummaryThepurposeofthisreportwastoidentifyasuitableforStartbuckstointroduceintoatargetmarket.Aspartofthisprocessastrategicanalysiswasconductedtotheenvironment.Strategiesthatmitigatedthreatsandweaknessandonesthattookofthesestrategiesasuitablenewproductwasthendeveloped.TheboomingofChineseeconomynourishesabroadcoffeeconsumptionmarket.Againstthismacroeconomicbackground,StarbucksputstheChinesemarketintothefirstplaceofitsoverseasmarketexceptAmericanmarket.StarbuckshasmadegreatbusinessachievementinChinesemarket,whileitisalsochallengedbythedevaluationofStartbucks’brandandthedowngradeofitscorecompetitiveness.basedonthebackground,productandenvironmentanalysisandstrategymaking,analysesonmanyrelatedliteratures,thispaperresearchedontheStartbucks’marketingstrategies,analysesStartbucks’operatingenvironmentbothinternallyandexternallyandsummarizesthemarketingstrategiesofStarbucksinchina.Thereportwasbasedoninformationfromarangeofdatasources,includingStarbucks’websitesandthemagazinesaboutthiscompany3Group:GraceDate:December10,2014TableofContents1.Introduction……………………………………………………52.CompanyBackground…………………………………………62.1Aboutthecompany………………………………………..62.1.1History………………………………………………….62.1.2Mission…………………………………………………..72.1.3Values……………………………………………………72.2Products……………………………………………………….82.1.4TargetMarkets/MarketSegments……………………...82.1.5Marketshare……………………………………………..8Majorcompetitors……………………………………….92.1.6Table1:directcompetitortoStarbucks…………………..103.EnvironmentalAnalysis………………………………………...113.1External.…………………………………………………113.1.1PEST/PESTL………………………………………...113.1.2CompetitiveForces………………………………….123.1.3ExternalOpportunitiesandThreats…………………143.2InternalAnalysis………………………………………...153.2.1IdentificationofSWOTelements…………………...153.2.2EvaluationofSWOTelements………………………173.2.3AnalyzeandRank………...…………………………1843.3Strategies………………………………………………..193.3.1Strategiesdevelopment……………………………..193.3.2Identifystrategicfit…………………………………203.3.3Table2:SWOT/StrategiesMatrix…………………..214ProductDevelopment………………………………………….214.1StrategySelection……………………………………….214.2ProductSelection……………………………………..…234.2.1Ideageneration………………………………………234.2.2MarketingStrategy……………………………..........254.2.2.1Demographic……………...………………….265Conclusion……………………………..………………………266Reference………………………………...…………………….277Appendix………………………………………………………287.1Ideageneration………………………………………….287.2TeamReport…………………………………………….287.2.1IndividualMemberActivityReport….…………….2851Introduction‘Wearenotinthecoffeebusiness,servingpeople.weareinthepeoplebusiness,servingcoffee’’.ThatisthephilosophyofHowardSchultz,chairmanandchiefglobalstrategiesofStarbucks.Itisaphilosophythathasshaped—andcontinuestoshape—thecompany.Withover11000outletsinmorethan36countries,Starbucksistheworld’snumberonespecialtycoffeeretailer.Inordertounderstandthecompanycomprehensively,wearegoingtotakeanin-depthlookatStarbucksthroughthistopics.ThisreportwilldiscussthemarketingstrategybeingimplementedbyStarbucks,andwillevaluatethecompany’scurrentmarketingplan,includingtheproducts,externalandinternalenvironmental,productdevelopment,strategiesandvariousotherfactorsthataffectitsstrategy.62CompanyBackground2.1.Aboutthecompany2.1.1HistoryFoundedin1971withtheopeningofthe1stlocationinSeattle’sPikePlaceMarketsellingcoffeebeansonlyHowardSchultzjoinedStarbucksin1982asdirectorofretailoperationsandmarketingSchultzpurchasedthecompanyin1987andStarbucksCoffeeCompanyopenedthefirststoretosellbrewcoffeeandespressobeveragesCompletedIPOonNASDAQin1992underthetradingsymbol“SBUX”,thusopeninganewchapterofgrowthforthecompanyCurrentlyoperatingin39countriesaroundtheworldwithmorethan13,000storesandover145,000partners(employees)AsofNovember2014,Starbucksispresentin67countriesandterritories72.1.2MissionStarbuckshasamissionstatementofstructuringapleasantworkenvironmentinwhichemployeesaretreatedwithrespectanddignity,incorporatingdiversityinallitsbusinessaspectstodeliverfreshcoffee,satisfyingcustomers,anddevelopingprofitabilityforthecompany’ssuccess2.1.3ValuesStarbucks’snetearningsin2011were$417.80million,whichisasignificantincreasefrom124.570million,Furthermore,itsrevenuesgrowfrom$10.383billionin2008to$11.7billionin2011.Theincreaseinrevenueandsaleswasdirectresultofthenumerousnewstoresthatwereopened.DuringthisperiodStarbucksstoresgrow508percentfrom8400storestoover12000across39countries.Now,Starbuckshavemorethan13000storesand145000employees.Anduntil2013,saleshadincreaseto$14.982billion82.2Product2.2.1TargetMarketThetargetmarketofStarbuckinchinaislocatedinsuper-largecitylevel,andeconomicallydevelopedcoastalareasandrelativelydevelopedcityofsecondarycitieswithhighereducation,theuppermiddleclasswithhigherincomeorrandomconsumerandcoffeelovers,thispartofthepopulationbelongstothepursuitofqualitysocialupperclassandthepursuitofsocialfashionofsocialmiddlec