--星巴克案例分析

Project:Starbucks—GoingGlobalFast1星巴克案例分析营销1101班小组成员：马志萍蒋雯卢玉楠李雪清常利蓉联系方式：[e-mail]2014年10月22日Project:Starbucks—GoingGlobalFast21.IdentifythecontrollableanduncontrollableelementsthatStarbuckshasencounteredinenteringglobalmarkets.WhentheStarbucksencounteredinenteringglobalmarkets,thecontrollableelementsincludedtheproduct,theprice,thefirmcharacteristicsandthepromotion.whilethemainuncontrollableelementsitfacedincludedthepoliticalforces,theculturalforces,thecompetitiveforcesandtheleveloftechnology.Themaincontrollableanuncontrollableelementsareasfollows:Chart1themaincontrollableelementsControllableelementsExampleproductSchultzthoughtthatoffering8dollarssandwiches,desserts,andCDsinhisstoresandsellingpackagedcoffeeinsupermarketswouldsignificantlyboostsalesinthelate1990s.priceInItaliancoffeeischeaperthanU.S.javaand,sayItalianpurists,muchbetter.Americanspayabout$1.50foranespresso.firmcharacteristicsintheaspectofcash,Starbucksisnearlyfreeofdebt,itfuelsexpansionwithinternalcashflow.Intheaspectofplace,thefirm’s12,000locationsintheunitedStatesaremostlyinbigcities,affluentsuburbandshoppingmalls.promotionStarbucksissosmartthatitpromotesitselfbyrelyingonmystiqueandword-of-mouth.Therefore,itcansavemuchmoneyonadvertising.Asthecasementions,Starbucksspendsonly1percentofrevenuesonadvertising.Sourceofdata:theauthorstosortoutChart2themainuncontrollableelementsUncontrollableelementsExamplepoliticalforcesthearcaneregulationsandgenerouslaborbenefitsInFrance,Starbucksshouldfollowthemandmeetthelabor’sneeds.OnlybydoingthiscanStarbucksgainthepopularityandenhanceitssalesinFrance.culturalforcesFrenchseemtobereadyforsweetertaste.AndinItaly,thecoffeebarsprovidescoffeeaswellasfood.Itisakindoffoodculture.InJapan,Starbuckshassuccessfullydevelopedabroadermenuforitsstores.ButMcDonald’salsoisattackingtheJapanesemarketwiththeintroductionofitsMcCafe’coffeeshops.Project:Starbucks—GoingGlobalFast3UncontrollableelementsExampletheleveloftechnologyStarbuckscontinuestotryotherfundamentalstorechanges.Itannouncedexpansionofahigh-speedwirelessInternetservicetoabout1,200StarbuckslocationsinNorthAmericaandEurope.Sourceofdata:theauthorstosortout2.Whatthemajorsourcesofriskfacingthecompanyisanddiscussespotentialsolutions.Chart3theriskandsolutionRiskSolutionGlobalexpansionFullyselectofstrategyandwayofexpansion;Clearthedevelopmentdirectionafterthecompany’sexpansion.PredictablechallengesEffortstoimprovethebrandvalue;Createtheuniqueconsumptionatmosphere.Staff’squalityImprovethestaff’sallowance;Beequippedwithtalent;Restrictionofcontract.CulturalchallengesCulturalintegration;Cross-culturaltraining;Buildasharedvision.Sourceofdata:theauthorstosortout2.1GlobalexpansionGlobalexpansionposeshugerisksforStarbucks.Foronething,itmakeslessmoneyoneachoverseasstorebecausemostofthemareoperatedwithlocalpartners.Whilethatmakesiteasiertostartuponforeignturf,itreducesthecompany'sshareoftheprofitstoonly20percentto50percent.Thesolutionstothisproblemare:fullyselectofstrategyandwayofexpansion;Clearthedevelopmentdirectionafterthecompany’sexpansion.2.2PredictablechallengesStarbucksmustcopewithsomepredictablechallengesofbecomingamaturecompanyintheUnitedStates.Notonlyaretheactivistsamongthemturnedoffbythepowerandimageofthewell-knownbrand,butmanyotherssaythatStarbucks'latte-sippingsophisticatesandpiped-inKennyGmusicarearealturnoff.Theydon'tfeelwantedinaplacethatsellsdesignercoffeeat$3acup.Thesolutionstothisproblemare:Effortstoimprovethebrandvalue;createtheuniqueconsumptionatmosphere.2.3Staff’squalityAsitexpands,Starbucksfacesanotherbigrisk:thatofbecomingafarlessspecialplaceforitsemployees.Foracompanymodeledaroundenthusiasticservice,thatcouldhavedirectconsequencesforbothimageandsales.Itsperksarenolongerenoughtokeepalltheworkershappy.Starbucks'paydoesn'tcomeclosetomatchingProject:Starbucks—GoingGlobalFast4theworkloaditrequires,complainsomestaff.Thesolutionstothisproblemare:Improvethestaff’sallowance;beequippedwithtalent;Restrictionofcontract.2.4CulturalchallengesAsStarbucksspreadsout,Schultzwillhavetobeincreasinglysensitivetothoseculturalchallenges.Now,Starbucksiswakinguptothegrandechallengesfacedbyanycorporationbentonbecomingaglobalpowerhouse.Thesolutionstothisproblemare:Culturalintegration;Cross-culturaltraining;Buildasharedvision.3.CritiqueStarbucks'overallcorporatestrategyStarbucks'overallbusinessstrategyisprimarilytoCentralizedexpansionstrategy.Starbucksnotonlyexpandinginthelocalmarket,butalsoincooperationwithlocalmanufacturersinoverseasmarkettoexpand.Chart3theadvantageanddisadvantageofstrategyAdvantageDisadvantageEconomiesofscaleLowerprofitmarginDominationofmarketCulturalconflictThedecreaseofthequalityofproductsandservicesWorseningcompetitiverelationshipSourceofdata:theauthorstosortout3.1advantages3.1.1EconomiesofscaleRapidexpansioninaparticularareamakesStarbuckscoffeeshoptogether,thoughsaleswillinfluenceeachother,butitwillincreasetheoverallrevenue,expandmarketshare.DuetothelargesizeofStarbucks,thescaleeffectmakesdeliveryandmanagementcostslower.3.1.2DominationofmarketByfocusin