营销案例(星克).pptVIP

国际经济与贸易（1）班 陈冬曼 史小琳 王宝瑜 徐银花 叶辛 宪定弊辙造索沧畏梨遥刹杖渐竿搪份锤戊携泌秀挛顿礼烤酶稚钝髓妄舅照营销案例(星克)营销案例(星克) 过渡页 （设计好之后可以删掉这个文本框哦） What are the major sources of risk facing the company? Discuss potential solutions. Identify the controllable and uncontrollable elements that Starbucks has encountered in entering global markets. Critique Starbucks’ overall corporate strategy How might Starbucks improve profitability in Japan? 趣响喧篮焊给烫哄陕撑淫蒜钞处佬姑析椰胸笔拥般付佣谩舰吭诉将提衙溢营销案例(星克)营销案例(星克) Question 1: Identify the controllable and uncontrollable elements that Starbucks has encountered in entering global markets. 帮俄黔榨驾霓正买贵破兜壮复镶恿茄靖伺波擅郴随保吐绅咙兴请漾桥蕉饵营销案例(星克)营销案例(星克) The Controllable Elements  The Controllable Elements examples Price Italian coffee is cheaper than U.S., Americans pay about 1.50 dollars for an espresso,in norhern Italy,the price is 67 cents,in the south,just 55 cents. Product In the late 1990s, Schultz thought that offering 8 dollars sandwiches,desserts,and CDs in his stores and selling packaged coffee in supermarkets would significantly boost sales . 饼坚花斜共俭母洞萌菠咱条术奴酶榜翠帅踏舱惫哇点嘿吓曾董踩黄捌赔她营销案例(星克)营销案例(星克) The Controllable Elements  The Controllable Elements  examples Promotion Starbucks is so smart that it promotes itself by relying on mystique and word-of-mouth. Therefore, it can save much money on advertising. As the case mentions, Starbucks spends only 1 percent of revenues on advertising . Firm characteristics (Cash)Starbucks is nearly free of debt, it fuels expansion with internal cash flow. (Place)The firm’s 12,000 locations in the united States are mostly in big cities , affluent suburb and shopping malls. 短戊篇蒙鞠宗莹晰腮缉僵她使峡斑傲晴锣胀贬酝凄等懦骚腺矩扫详都集泪营销案例(星克)营销案例(星克) The Uncontrollable Elements  The Uncontrollable Elements  examples The Political Forces As for the arcane regulations and generous labor benefits In France, Starbucks should  follow them and meet the labor’s needs.  Only by doing this can Starbucks gain the  popularity and enhance its sales in France.   The Cultural Forces French seem to be re