Starbucks

7班胡莹7班胡莹contentsDevelopmentStarbucksisthenameofachainofcoffeecompany,wasfoundedin1971,whichistheworld'slargestcoffeechain,itsheadquarterslocatedinSeattle,Washington,thestateofUSA.Inadditiontothecoffee,Starbucksalsohavetea,cakecupsandsoon.Starbucksintheglobalscopeisnearly13000branchesthroughoutNorthAmerica,SouthAmerica,Europe,theMiddleEastandthePacificarea.starbucks5introductionStarbucksMissionToinspireandnurturethehumanspirit–oneperson,onecup,andoneneighborhoodatatime.StarbucksisnamedafterthefirstmateinHerman'sMobyDick.Thelogoisalsoinspiredbythesea–featuringatwin-tailedsirenfromGreekmythology.introductionFolklorestarbucksFolklore位于西雅图的第一家星巴克SWOTstrengthweaknessopportunitythreat16Strengths•Itisaglobalcoffeebrandbuiltuponareputationforwellproductsandservices.Ithasalmost13000cafesinalmost50countries.•Starbucks’productisnotjustcoffee,buttheexperienceforcoffee:atmospheremanagement,softmusic,warmlightandsoon.在小资当中流行着这样一句很经典的话：我不在办公室，就在星巴克，我不在星巴克，就在去星巴克的路上。18Strenghs•Starbucksalwayslocatesinthecrowedmallssothatitgivestheconsumersthegoodcoffeeaswellasthespacetohavearest.•Starbuckshasaverylowrateforthelossofitstopmanagers.Theygivevariousideasfortheirproducts.Thecompanyisarespectedemployerthatvaluesitsworkforce.星巴克的体验营销•在视觉方面，借由店内的摆设和工作人员的穿着来营造视觉的享受。•在嗅觉方面，星巴克不提供其他的餐点，使顾客一上门只闻到纯粹的咖啡香。•在听觉方面，在顾客品尝咖啡的同时播放爵士乐。•在触觉方面，在门市放置各种咖啡豆让顾客触摸。20Weaknesses•Theshortofcapital•Highprice•Lackofdiversification21Opportunities•In2004thecompanycreatedaCD-burningserviceintheirSantaMonica(CaliforniaUSA)cafewithHewlettPackard,wherecustomerscreatetheirownmusicCD.•Expandit'sglobaloperations22Opportunities•Theconstructionof‘thethirdspace’•Takingadvantageofe-business.•Co-brandingwithothermanufacturersoffoodanddrink.23Threats•Competition•Costraising•Thethreatofnewenters24DevelopmentStrategy•Pricepositioning•Productquality•Multi-dismensionalinnovation•MysteriousCustomers•UltimateGoalPricingPoliciesPsychologicalpricing心理定价法MantissaPricing尾数定价策略(Nine-endingPrice：$9.99)IntegerPricing整数定价策略(endin0：$100000)PrestigePricing声望定价策略(highprice，goodprestige)CustomaryPricing习惯定价策略LossLeaderPricing招徕定价策略(lowprice)ProductqualityFourprinciples:•Refusefranchisees•Refusetosellartificialflavoringcoffeebeans•Refusetoenterthesupermarket•TobuythemostadvancedcoffeebeansMulti-dismensionalinnovation•Playsomejazz,Americancountrymusicandpianosolo•Launchahigh-speedwirelessInternetservice28MysteriousCustomers•Publicpraiseisthebestadvertisement•Cookeverycupofcoffeeverywell,andhaveagoodgraspofeverydetail29UltimateGoalTocreat25000chainstores,justlikethefast-foodrestaurantsMcDonald's,whichcanbeseeneverywhereintheworld.SloganTomaximizetheflavorofacoffeebeans.将每一粒咖啡豆的风味发挥到极致Starbucks------sharedtheplanet.星巴克与您共享家园YouandStarbucks,itisabiggerthancoffee.星巴克与您，不止于咖啡星巴克，一个属于您的第三空间，在这里邂逅你自己31首尔仁寺洞分店采用韩文标示的星巴克商标，是全球仅有的两家不采英文商标的门店之一。(另一家位于北京前门)32于香港中环都爹利街星巴克分店采用60-70年代香港传统冰室设计。咖啡品牌星巴克之所以成功，是其超越物质的咖啡产品所创造和引导一种新的生活方式和生活文化。先者生存战略即谁抢先一步抢占服务的心智，谁就会争夺到更多的顾客资源。为此要做到五个领先，即：※起点领先。※速度领先。※差异领先。※升级领先。※定位领先毫无疑问的，星巴克做到了！！ThankYou！