11.ExecutivesummaryWechoosetheStarbucksshopatWandainWuXi.Accordingtothemarketsituationandstrategy,thecoffeemarketisverysuitableforStarbucks.ItunderstandstherequirementsofChinesesoitscharacteristicscanattractmoreChinese.Weanalysisit’scompetitorsandconsidermoretoimproveourStarbucks.ThePESTandSWOTanalysisofStarbucksandaccordingtothemarkettodecidegoonthemissionandmakeaplantotheobjectives.Theproductmixandfinancial,budget,andforecast.Thelastbutnotleast,themarketmixandcontrolofStarbucks.2.SituationanalysisChina’scoffeemarketisverysuitableforStarbucksenterintoit.Moreandmoredevelopmentofeconomy,manypeopletakecoffeeastheironeofpartofdailylife.Thepotentialchanceandgoodmarketcompetitorsgiveitgoodpressure.Theneedsandwantsofcustomers,itcanunderstandandgivethemagoodenjoy.2.1Marketsummary2.1.1CurrentMarketSituationandStrategyChina’scoffeemarketisgoodforStarbuckstoenterintoitbecausecoffeebecomesacultureandmanypeoplelikedrinkingcoffeelikeitsenvironment.Thepotentialhugemarketgivesitopportunitytodevelopitsmarketshare.Ithasagoodrunmodel;itgivesathirdspaceforthecustomers.Itprovidehighqualitycoffeeandgoodservice.Moreandmorecustomerslikethebrand.ItunderstandthecultureofChina,soithasteaandanyothersproductscanattractcustomers.2.1.2MajorcompetitorsandtheirstrengthsandweaknessShangDaocoffeeisthecoffeebrandofTaiwan.2Strength:Itisfamousforthehighqualitycoffeebeansandgoodtaste.Itcooperateswiththeteacultureandcoffeecultureanditprovideelegantenvironment,goodservice,andfavorableprice.Itisagoodplaceforlovers.Weakness:ItisaTaiwancoffeebrandsoitdon’tthespecialpartforforeignpeople.ItlackThecreation,itscakeisnotverydelicious.Itsenvironmentisnotsuitableforyoungstudents.DiOucoffeeStrength:Itisthechinabrand.Ithastheatmosphereofrespect,carefulandtruthful.Anditisfamousforitsqualityandgetsmuchpraiseofmanyindustries.Itpaymoreattentiontotherawmaterialofcoffeebeansandmakesurethesafetyofthecoffeesomanycustomersbelieveitsproduct.Weakness:Ittheserviceattitudeisnotgoodandmanycustomersreflectit.ItisthelocalbrandsothecoffeeissuitablefortheChineseandmanyforeignpeoplecan'ttastetheauthenticItaliancoffee.2.2Theexternalenvironmentofmarketinganalysis(PEST)PoliticalThestablepoliticalenvironment,Starbucksrunthecoffeebusiness,itdoesn’trelatetocountriesmonopolizeindustriesandourcountry’spoliticalenvironmentwon’thavemorechange.Withthedevelopmentofsociety,Chinaencouragesforeignindustrytoenterintoourcountry.Starbucks’developmentwillfacestablepoliticalenvironment.Atthispresent,thisgoodpoliticalenvironmentisthebasicofStarbucks.EconomicAtpresent,China’seconomyisinthepartofhighdevelopment.Inthispart,3people’sincomeincreasefast.Theimprovementofpeople’sincomeprovidestableeconomyenvironment.ItisusefulforthedevelopmentinthemarketofStarbucks.Inthissociety,people’ssavorimprovemore,sotherequirementofcoffeebecomemoreandmore,soitisgoodfortheexpansionofmarketforStarbucks.In6/22/2011,professionalpersonsaid,thecoffeesalesvolumewillincrease15%-20%peryear,Chinamaybethebestpotentialcoffeecountry.Thesecondandthirdlevelcountry’scoffeesalesvolumeincreaseconstantly,itsmarketsharealsoincreaseconstantly,thesecountrieswillbecomethepointmarketsofChinacoffeeindustriesinthefuturewith20years.Thepotentialisveryhuge,inChina,everypeople’scoffeesalesvolumeis4cupseveryyear.EventhoughinBeijing,Shanghai,thesebigcities,everypeople’scoffeesalesvolumeis20cups.InJapanandEngland,everypeopledrinkonecupofcoffeeeveryday.JapanandEnglandarethefamousteaculturecountries,atpresent;thosehavedevelopedhugecoffeemarkets.So,Chinahashugepotentialability,itmustbeoneofthebiggestcoffeemarketsintheworld.SocialMoreandmorepeopleacceptcoffeeandlikecoffee.Accordingtoanimportantresearch,32%citypeoplelikedrinkingcoffeeincludedyoungpeopleandfamilywomen.People’sageunder35yearsarewhitecollarbecomethefastgroup.Somecustomersmaybedon’tlikedrinkingcoffeebuttheylikethegoodatmosphereandenvironment.Theywillbuysomeotherproductsinthecoffeeshopsothepotentialcustomersgroupsaremore.Alongwithpeoplerecognizecoffeeandcoffeeculturesocustomersbeginwithrecognizescoffeebrand,styleandtaste.Toseetheagepopulationstructure,coffeeisbelongwithexternalculture,youngpeoplecanacceptiteasily,andsoyoungpeoplearethetarget4customersofStarbucks.Inanimportantresearch,middleagepeopleandyoungpeoplearethetargetcustomersofcoffeeindustry,atthesametime,thenumberofmalecustomersaremorethanthefemalecustomers.Itmeansthatthesalesgroupisthewhitecollar.TechnologicalStarbucksusebestcoffeebeans,manualmakecoffeeandmorekindsofcoffeedrink,goodtasteofcoffeeandavarietyofcake.Coffeeisrubateverytime,itstasteispureandlubrication.Becausethestabletaste,sothechangeofStarbucksislittle,andexternaltechnologycompetitionisalsostability.TheadvanceofinformationincreasethemanagementefficiencyofStarbucks,sotheheadquarterscancontrolallbranchesshopseasilyandfast.Therefore,informationtechnologyestablishestheplatformforStarbucks’management.BecausetheshorttimeofcoffeeenterintototheChinamarket,Coffeemarket’sdevelopmentisstillatthegrowthperiod,manyinventorswillenterintoandthepressureofcompetitors.Asthe
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