星巴克组织结构分析PPT.pptVIP

Starbucks Presented by: Presentation Outline Introduction to Starbucks Industry Overview Company Overview Site Analysis Recommendations for Improvement Focused Recommendation for Improvement Final Action Plan Impact Analysis Wrap Up Introduction to Starbucks Company started in 1971 in Seattle, Washington Grew from 55 stores in 1989 to over 2,200 stores today Products sold include: - beverages - pastries - whole coffee beans - coffee-related retail items Industry Definition Specialty Eatery Industry Fits within the largest segment of disposable income spending -- food and beverages Steady growth in this segment in the 1990’s has led to an abundant number of new companies As demand for convenience has made eating out a normal routine, the demand for specialty food services has increased in recent years Industry and Competitive Analysis Market Structure Monopolistic Competition Competitive Activity Many companies are in the market and competition is fierce Competitors use location, product mix, and store atmosphere differentiation to establish market niche Industry Costs and Capital Structure Low to moderate costs for each location Major start-up expenditures are property and equipment Major operating costs are labor and cost of sales Industry PEST Analysis Political Influences Relationships between coffee producing nations and US State Local government controls Economic Influences Constant demand for food and beverages Changes in disposable income could influence purchase levels Social Influences Consumer preferences could shift from coffee to other beverages Technological Influences Use of technology can improve operational efficiencies Starbucks Corporate Strategy Maximize market penetration Provide a relaxing, attractive social atmosphere Offer high-quality products Create a great working environment Achieve profitability Starbucks SWOT Analysis Strengths Largest market share in industry Differentiated atmosphere Weaknesses Aggressive expansion could lead to ma