星巴克战略管理案例分析.ppt

Why Starbucks? Starbucks There are so many coffee products This is not only a story… Why Starbucks gets succeed? Why Starbucks? Starbucks Excellent Reputation Brand Loyalty Employee Satisfaction Hard to imitate Core Competency Brand Loyalty: fantastic experience, comfortable store, music, wireless on line…. Employee Satisfaction: Bean Stock, training, insurance…. Excellent Reputation: Stick to high quality beans, roast skills, excellent taste Culture Core Competency Starbucks Experience Quality Starbucks Brand and Core Competency Quality—specialize in coffee Securing the Finest Raw Materials Starbucks’s coffee quality begins with the purchase of high-quality arabica coffee beans. Starbucks Starbucks coffee is strictly arabica, and the company ensures that only the highest quality beans are used. Quality—specialize in coffee The variety of coffee Starbucks’s choose arabica coffee beans. It seek only the Finest, richest and most interesting beans. Starbucks Arabica Best quality; Best Smell; Best taste. Robusta Suit for ice coffee. Taste not as good as arabica. Liberica Worst quality. Better to made instant coffee. Quality—specialize in coffee Securing the Finest Raw Materials Starbucks Roasting the coffee bean is close to an art form at Starbucks. Starbucks operates multiple roasting and distribution facilities. Roasting coffee skills Roasters are promoted from within the company and trained for over a year. Roast procedure—Quality control Quality—specialize in coffee Securing the Finest Raw Materials Starbucks Shorten customer lines at individual stores, and increase foot traffic for all the stores in an area. Focus on details Experience Experience Mode The Starbucks environment has become as important as the coffee itself Starbucks Beautiful CDs ＋ Wireless internet ＋ Beautiful View ＋ ＋ Experience Starbucks 100% Arabica coffee beans Wonderful perfect smell Logo / color Furniture / decoration Arts The sound when make espresso Starbucks CDs 10