星巴克 swot分析

STRENGTHWAEKNESSOPPORTUNITYTHREATSSWOTANALYSISaboutStarbucksGROUPMEMBERS:樊嵘：130774083郭晶：130774085张嘉彤：130774100杜雪妍：130774082CONTENTS目录INTRODUCTIONSABOUTSTARBUCKS01SWOTANALYSIS——STRENGTHS02SWOTANALYSIS——WEAKNESS03SWOTANALYSIS——OPPORTUNITY04SWOTANALYSIS——THREATHS05INTRDUCTIONSABOUTSTARBUCKS1INTRDUCTIONSABOUTSTARBUCKSLOREMIPSUMDOLORSITAMETCONSECTETURADIPISICINGELIT,SEDDOEIUSMODTEMPORINCIDIDUNTUTLABOREETDOLOREMAGNAALIQUA.UTENIMADMINIMVENIAM,QUISNOSTRUDEXERCITATIONULLAMCOLABORISNISIUTALIQUIPEXEACOMMODOCONSEQUAT.DUISAUTEIRUREDOLORINREPREHENDERITINVOLUPTATEVELITESSECILLUMDOLOREEUFUGIATNULLAPARIATUR.SWOTANALYSIS——STRENGTH2SWOTANALYSIS——STRENGTHMONEYETHICVERYPROFITABLEORGNIZATIONSRESPECTEDEMPLOYERSFINEPRODUCTANDSERVIVEREPUTATIONVERYSTRONGETHICALVALUESANDCOMISSIONSTATEMENT.STAFFSWOTANALYSIS——STRENGTHMONEYVERYPROFITABLEORGNIZATIONSStarbucksCorporationisaveryprofitableorganization,earninginexcessof$600millionin2004.Thecompanygeneratedrevenueofmorethan$5000millioninthesameyear.LOREMIPSUMDOLORSITAMETREPUTATIONFINEPRODUCTANDSERVIVEItisaglobalcoffeebrandbuiltuponareputationforfineproductsandservices.Ithasalmost9000cafeshopinalmost40countries.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)STAFFRESPECTEDEMPLOYERSStarbuckswasoneoftheFortuneTop100CompaniestoWorkForin2005.Thecompanyisarespectedemployerthatvaluesitsworkforce.SWOTANALYSIS——STRENGTHETHICVERYSTRONGETHICALVALUESANDCOMISSIONSTATEMENT.Theorganizationhasstrongethicalvaluesandanethicalmissionstatementasfollow,'Starbucksiscommittedtoaroleofenvironmentalleadershipinallfacetsofourbusiness.SWOTANALYSIS——STRENGTHSWOTANALYSIS——WEAKNESS3LACKOFEFFICIENCYAPRESSUREABOUTTHECAPITALCHAIN.BREDUCEOFTHESERVICELEVELCSWOTANALYSIS——WEAKNESSStarbuckshaveasystematicmanagementofthebranchstores,itselfisabigchallengeofanycorporations.Itlacktheefficiencyoftheorganizationstructure.AsforChina,Starbuckshaven’trealizethestocksrightscontroloftheChinesemarket.Soyoucanimaginethatitwillbeverydifficulttocoordinatedifferentpeoplearounddifferentareas.SWOTANALYSIS——WEAKNESSLACKOFEFFICIENCYAForthelocationandpositioningintheprimelocationofStarbucks,toofastopeningspeedwillinevitablyaffectStarbucks'scapitalchain,whichfurtheraffectthecompany'scostcontrolandfinancialdecisions.Plusinrecentyears,withthedevelopmentofChina'seconomy,commercialrealestaterentalpricesstillhavealotofupwardpressure,whichwillgiveStarbucksthefutureprofitabilityofspacecausedbyagreaterriskanduncertainty.SWOTANALYSIS——WEAKNESSPRESSUREABOUTTHECAPITALCHAIN.BTherapidexpansionofthescaledidnotbringtheresultsofStarbucksandbrandpromotion,butthecrisisanditshealthydevelopment.Starbucksintheexpansionatthesametime,inordertoobtaineconomiesofscaleandachievetheirfinancialgoals.Afteranothertoreducecosts,useofassemblylinetocompletetheserviceprocess,causethecoreofStarbucksexperienceofdesalinationandserviceleveldecreased.SWOTANALYSIS——WEAKNESSREDUCEOFTHESERVICELEVELCSWOTANALYSIS——OPPORTUNITY4SWOTANALYSIS——OPPORTUNITYStarbucksareverygoodattakingadvantageofopportunity.星巴克是非常善于利用机遇。In2004thecompanycreatedaCD-burningserviceintheirSantaMonica(CaliforniaUSA)cafewithHewlettPackard,wherecustomerscreatetheirownmusicCD.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。Newproductsandservicesthatcanberetailedintheircafes,suchasFairTradeproducts.在它的咖啡店里提供新的产品和服务，如平价产品。SWOTANALYSIS——OPPORTUNITYThecompanyhastheopportunitytoexpanditsglobaloperations.公司有机会扩大其全球业务。NewmarketsforcoffeesuchasIndiaandthePacificRimnationsarebeginningtoemerge.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-brandingwithothermanufacturersoffoodanddrink,andbrandfranchisingtomanufacturersofothergoodsandservicesbothhavepotential.与其他食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。SWOTANALYSIS——THREATS5SWOTANALYSIS——THREATSTheriskofrapidexpansion：急剧扩张的风险Thepressureofinvestmentofopeningnewstoresishuge.Atthesametime,becauseStarbucksisnotallowedtojoin,sotheoperatorcannotbelikeothercoffeeshopsrelyontheprofitfromthefranchise.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。SWOTANALYSIS——THREATS·Alargenumberofcompetitors：大量的竞争者CompetitorsofStarbuckscanberoughlydividedintofourcategories：星巴克的竞争者大致可以分为4类：SWOTANALYSIS——THREATS咖啡同行业的竞争便利店的竞争快餐店的竞争定点咖啡机的竞争CompetitioninthesameindustryCompetitionofcoffeemakerCompetitionofconveniencestoreCompetitionoffast-foodrestaurantcategories4SWOTANALYSIS——THREATS1.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。SWOTANALYSIS——THREATS2.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。SWOTANALYSIS——THREATS3.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。SWOTANALYSIS——THREATS4.定点咖啡机：驻立于机场、休息站以便利为主，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MarketingStrategyAnalysisMarketingStrategyAnalysis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，