毕业设计（英文）--星巴克中国营销策略分析.doc

?Title page CONTENTS 1.Introduction 2.Methodology 3.Situational Analysis – current strategies Strategic Capacibility Value chain and value network analysis Strategic Fit Analysis 4.Segmentation Targeting Positioning (STP) 5.Differential advantages/weaknesses USP SWOT PESTLE Recommended objectives and goals (SMART) Recommended Marketing Strategies and Programmes Conclusion Bibliography Executive Summary Introduction I will use several strategy analysis models like PESTEL, 5 Forces, Value Chain and SWOT to make an all-round assessment of Starbucks Corporation in mainland China.Starbucks Corporation was founded in 1971, it is the one of the worlds leading professional coffee retailers, roasters and brand owners. In 1987, the current CEO Mr. Howard Schultz bought Starbucks. In June 1992, as the first professional coffee company,Starbucks successfully became a listed enterprise. Starbucks has long been committed to provide customers with the highest-quality of coffee and services, it has created a kind of unique Starbucks Experience, so as to let Starbucks become a warm and comfortable Third living space of people around the world besides their workplace and residences. At the same time, the company continues to hold a variety of activities to realize its social responsibility, make contributions to communities and the environmental protection, reward partners and farmers in coffee producing areas. Starbucks is optimistic about the great potential of Chinese market, it is committed to make China become the largest international market outside the United State in the near future. Since the first Chinese store was opened in Beijing in January 1999, Starbucks has opened more than 250 stores in the mainland till now. In September 2005, Starbucks China Education Project has been established to help improve educational situation especially in the western region. By the end of 2005, Starbucks set up Starbucks Enterprise Management (China) Co.Ltd. in Shanghai, which