星巴克战略管理案例分析

Logo星巴克全球战略分析Starbucks2010.10LogoStarbucks战略管理第三小组LogoWhoisStarbucks?StarbucksLogoContentStarbucks1.StarbucksIntroduction2.StarbucksMissionandMode3.StarbucksValueChain4.CoreCompetence5.ThinkingandConclusionLogoContentStarbucks1.StarbucksIntroductionLogoStarbucksStarbucks“We’renotjustsellingacupofcoffee,weareprovidinganexperience.”------HowardSchultzLogoStarbuckstimelineandHistoryStarbucks1971StarbucksopensitsfirstlocationinSeattle’sPikePlaceMarket.1982HowardSchultzjoinsStarbucksasdirectorofretailoperationsandmarketing.1983HowardvisitedItaly-abuyingtripandsawthepotentialinSeattleasimilarcoffeebarculture1985OpenhisfirstcoffeebarILGiornale1987OwnersofStarbucksagreedtosellthefirmtoSchultzfor＄4million.GioranlebartookonthenameofStarbucks1991Salesshotup84percent,andthecompanyturnedprofitable.1992Schultztookthefirmpublicat＄17asharebeingtradedontheNasdaqNationalMarket-”SBUX”.2002Starbuckshasgrownfrom17coffeeshopsin1987to5,688outletsin28countriesbytheendoffiscal2002.1995StarbucksCoffeeinternationalwassetuptobuildStarbucks’sbusinessesoutsideNorthAmerica.LogoStarbucksProductsStarbucksLogoStarbucksMarketingStarbucks★SameasMcDonald'sglobalexpansion,Starbucksbeganveryearlyininternationalbusinessintheworld.Organizationsolely-investedjointventureslicensingagreements1.Starbucks100%equityinterest,suchasintheUnitedKingdom,ThailandandAustralia;2.Starbucksaccountedfor50%stake,suchasinJapan,Koreaandotherplaces;3.Starbuckssharesaccountedforgenerallyabout5%,suchasinChina,Taiwan,HongKong,Hawaii,andShanghai4.Starbucksdoesnotholdshares,butauthorizedtooperate,suchasinthePhilippines,Singapore,MalaysiaandBeijing;LogoStarbucksExpansionStarbucks20022001200019995,8864,7093,5012,4981987OpensinChicagoandVancouverStarbuckslocationtotal=171988Introducemailcatalogwithservicetoall50statesStarbuckslocationtotal=331989OpensinPortland,OregonStarbuckslocationtotal=551990ExpandsheadquartersinSeattleStarbuckslocationtotal=551991Offerastockoptionprogramincludespart-timeemployeesStarbuckslocationtotal=1161992InitialpubliccompanyonNasdaqStarbuckslocationtotal=165…1996Openfirstnon-NorthAmericanstoreinTokyo…LogoStarbucksGlobalExpansionStarbucksThefirstStarbucksstoreoutsideNorthAmerica--TokyoPeopletheretakealonglinewaitingforexperienceStarbucksculture1998FirststoreinTaipei1999FirststoreinBeijing,worldtradecenter2000FirststoreinShanghaiandHK……LogoFinancialPerformanceStarbucks0500100015002000250030003500199819992000200120021998-2002NETREVENUES00.20.40.6199819992000200120021998-2002NetEarningspercommonshareLogoStarbucksHumanResourceAllemployeesatStarbucksarereferredtoaspartners,nomatterwhatjobpositiontheyoccupy.Eachpartner(evenpart-timeemployees)iseligibletoreceivehealthcare,participateintheBeanStockprogram,andgetafreepoundofcoffeeeachweek.Eachemployeeisrequiredtocompleteanextensivetrainingprogramincludesproductexpertise,acommitmenttocustomerservice,andwell-developedinterpersonalskills.ProvideagreatworkenvironmentandtreateachotherwithrespectanddignityStarbucksLogoContentStarbucks2.StarbucksMissionandModeLogoStarbucksTheVision----“anauthenticcoffeeexperiencethatconveyedtheartistryofespressomaking,aplacetothinkandimagine,aspotwherepeoplecouldgatherandtalkoveragreatcupofcoffee,acomfortingrefugethatprovidedasenseofcommunity,athirdplaceforpeopletocongregatebeyondworkorthehome,aplacethatwelcomedpeopleandrewardedthemforcoming,andalayoutthatcouldaccommodatebothfastserviceandquietmoments.HowardSchultzIsto‘establishStarbucksasthepremierpurveyorofthefinestcoffeeinthewordwhilemaintaininguncompromisingprinciplesaswegrow'LogoStarbucksTheMissionRecognizethatprofitabilityisessentialtoourfuturesuccessApplythehigheststandardsofexcellencetothepurchasing,roastingandfreshdeliveryofourcoffee.Developenthusiasticallysatisfiedcustomersallofthetime.EmbracediversityasanessentialcomponentinthewaywedobusinessContributepositivelytoourcommunitiesandourenvironmentProvideagreatworkenvironmentandtreateachotherwithrespectanddignity.Sixprinciplestoinspireandnurturethehumanspirit–oneperson,onecupandoneneighborhoodatatime.LogoEnvironmentalMissionStarbucksUnderstandingofenvironmentalissuesandsharinginformationwithourpartnersDevelopinginnovativeandflexiblesolutionstobringaboutchangeStarbucksiscommittedtoaroleofenvironmentalleadershipinallfacetsOfourbusiness.Strivingtobuy,sellanduseenvironmentallyfriendlyproductsRecognizingthatfiscalresponsibilityisessentialtoourenvironmentalfutureInstillingenvironmentalresponsibilityasacorporatevalueMeasuringandmonitoringourprogressforeachprojectEncouragingallpartnerstoshareinourmissionLogoStarbucksStarbucks“We’renotinthecoffeebusinessservingpeoplebutinthepeoplebusinessservingcoffee.”------HowardSchultzLogoStarbucksModeQualityandSkillsExperienceExpansionBrandbuildingUniqueCultureAllofthesemethodsmakesaspecial“StarbucksWay”•Excellenttastebeans•Strictqualitycontrol•ExcellentService•Shortenthewaitingline•Goodlocation•Softbeautifulmusic•Wirelessonline•Comfortablestore•Findthebestpartner•Usingexperiencedmanagertotraining•Adaptfoodtolocaltaste•Alsofitinteriortolocalarchit