星巴克市场营销英文分析

StarbucksBackgroundStarbucksstorybeganin1971,backthentheywerearoasterandretailerofwholebeanandgroundcoffee,teaandspiceswithasinglestoreinSeattle’sPikePlaceMarket.Today,theywereprivilegedtowelcomemillionsofcustomersthroughdoorseveryday.Ithasbecomethelargestcoffeechainovertheworld.Stores•Totalstores16,706(asofDec.27,2009)•8850company-operatedstores•7856licensedstores•Operatinginmorethan50countriesNameoriginStarbucksisnamedafterthefirstmateinHerman’sMobyDick.Thelogoisalsoinspiredbythesea-featuringatwin-tailedsirenfromGreekmythologe.LogosBeansofStarbucksStarbucksbelievedinservingthebestcoffee,thecoffeebeangrowunderthehighestquality.Products•Coffee•Beverages饮料•Merchandise•Freshfood新鲜食品•Consumerproducts•Brandportfolio品牌组合焦糖玛奇朵CaramelMacchiato摩卡CoffeeMocha瓶装星冰乐BottledFrappuccino拿铁Latte卡布奇诺Cappuccino•Freshfood新鲜食品Popularity•Anatmosphereofrelax•ThethirdspaceStarbuckswithitspartners•Socialresponsibility•Healthinsurance•Stockoptions股票期权•StablehoursDevelopment(expansion)In1971FirstStarbucksopensIn1987HowardSchultztookoverthecompanyIn1992Starbuckslisted上市In1998StarbucksenterTaiwanmarketIn1999StarbucksentermainlandofChinaIn2005StarbucksestablishedheadquartersinShanghaiIntermezzoThestorelocatedinsideForbiddenCitywasclosed.StrengthsWeaknessesOpportunitiesThreatsItisaglobalcoffeebrandStarbuckswasoneoftheFortuneTop100CompaniestoWorkForin2005TheorganizationhasstrongethicalvaluesandanethicalmissionstatementStarbucksremainvulnerabletothepossibilitythattheirinnovationmayfalterovertime.TheorganizationhasastrongpresenceintheUnitedStatesofAmericawithmorethanthreequartersoftheircafeslocatedinthehomemarket.Itisoftenarguedthattheyneedtolookforaportfolioofcountries,inordertospreadbusinessrisk.Theorganizationisdependantonamaincompetitiveadvantage,theretailofcoffee.Thiscouldmakethemslowtodiversifyintoothersectorsshouldtheneedarise.In2004thecompanycreatedaCD-burningserviceintheirSantaMonica(CaliforniaUSA)cafewithHewlettPackard,wherecustomerscreatetheirownmusicCD.Newproductsandservicesthatcanberetailedintheircafes,suchasFairTradeproducts.Thecompanyhastheopportunitytoexpanditsglobaloperations.NewmarketsforcoffeesuchasIndiaandthePacificRimnationsarebeginningtoemerge.Co-brandingwithothermanufacturersoffoodanddrink,andbrandfranchisingtomanufacturersofothergoodsandservicesbothhavepotential.Starbucksareexposedtorisesinthecostofcoffeeanddairyproducts.SinceitsconceptioninPikePlaceMarket,Seattlein1971,Starbucks'successhasleadtothemarketentryofmanycompetitorsandcopycatbrandsthatposepotentialthreats.Starbucksmissionstatementis'EstablishStarbucksasthepremierpurveyorofthefinestcoffeeintheworldwhilemaintainingouruncompromisingprincipleswhilewegrow.'ThepoliticsofStarbucksThinkingadout:1.DoyouknowadouttheStarbucks?2.whyStarbucksbecomesofamousbrand?3.What’sthepoliticsofStarbucks?4.What’sthecharacteristicsofStarbucks?Guidingprinciple•Toprovidetheimpeccableworkenvironment,andcreatetheworkatmosphereofmutualrespectandtrust.•Upholdthediversificationisimportantprinciples.•Toadoptthehigheststandardsforpurchasingbakery,andprovidefreshcoffee.•Havingapositivecontributiontothecommunitiesandtheenvironment.•Recognizingthatprofitisthebasisforthefuturesuccess.What’sthecharacteristicsofStarbucks?•Donotrelyonadvertising.•Communicatewithcustomersinthecoffeeshop,especiallyforthepersonnels.•Theexperienceofcustomersoncoffeeculture.•Thewagesandbenefitsofemployeesareveryfavourable.Starbucksviapersonnelmotivationsystemtostrengthenitscultureandvalues•Staffnotonlycomefirst,butalsobegivenalargeamountofinvestment.•Letthestaffexpresstheirideas.•Thecompanysoldmorethanjusthigh-qualitycoffee,perfectservice,moreimportantistheexperienceofcustomersoncoffeeculture..TheelementsofasuccessfuloperatingtoForeigncompaniesinChina.•BeingCleartothestrategicorientationandtarget.•AccordingtoChina'snationalconditions.•Payattentiontolocalculturalcharacteristics.•Takeingtheparentcompanyasthecenter.Starbucksinchinamarkets•1998.3StarbucksenteringintoTaiwan,•1999.1enteringintoBeijing,•2000.5enteringintoShanghai,•NowThestarbuckscoffeeindustryhasbecomethefirstbrandindomestic.EconomyStrengths（优势）•People'sincomeandlivingstandardshavegreatlyincreased•Starbucksfocusedontheeconomicdevelopedregion•Thefacilitiesofinvestmenthavemadegreatprogress•Thesystemofmarkethasimproved•IncentivestoforeigninvestmentWeaknesses（弱势）•China'smarketopeningdegreeisstilllowandappearedsetback•TheregionalprotectionismpoliciesexistOpportunities(机会)•RapiddevelopmentofeconomicinChina•Thecourseofurbanization•Themobilityofurbanpopulation,fast-paceandthestrongpurchasingpowerThreats（威胁）•Theincreasednumberofcompetitors•Theincreasedcostofmaterials•TheimbalancedevelopmentofregionaleconomicTherespectofcultureThelocalcustomsaffectstheStarbuckentreintoChinamarketmostprofoundDisadvantages:◆thelonghistoryofteaculture◆notsofamiliarwiththeartofcoffee◆existedsomepowerfulcompetitorsinthisextensivenewmarketAdvantages:◆thesustainedandrapiddevelopmentofeconomyleadtoahighqualityoflifestyleneeds;◆theimitateandpursueofwesternway;◆Littlerestrictionsabout