星巴克的发展（英文版）.pptVIP

* * Starbucks (星巴克) 案例分析 The process of Starbucks’ international expansion： Brand equity Mission statement Social responsibility Market Strategies Ways of entry Creative Innovation Question 1: How did they come up with the name Starbucks? Question 2：Is Starbucks a socially responsible company ? Question 3：Is Starbucks facing cannibalization （自相蚕食）? Question 4：Why enter the Asian market ? Question 5：Why did Starbucks choose to enter a predominantly tea consuming market like China ? Question 6：How does Starbucks create brand equity (品牌资产)? Questions after case 1 History 2 Mission Statement 3 Sales and Profits 4 Commitment 5 Current Situation 6 International Expansion : (1)Japan (2)Singapore (3)China Introduction: History ☆The name: Starbucks ☆Founded in Seattle, 1971 Sell fresh-roasted beans ☆In 1987, Howard Schultz (霍华德-舒尔茨) acquired the company. Italian style espresso beverages(蒸馏饮料) ☆Went public in 1993 Question1: How did they come up with the name Starbucks? Mission Statement ☆Principles ☆Objective: corporate and retail objectives ☆Superior customer service Sales and Profits Commitment ☆Commitment to coffee Controlling its sourcing, roasting and distribution Rigorous standards （视频 “Sue”） ☆Commitment to the community Long-term charity program ☆Code of Conduct policy Joining TransFair Question2：Is Starbucks a socially responsible company ? Current Situation ☆Expending its retail outlets（零售店） ☆The introduction of new products Frappuccino(星冰乐) —— 官网视频 ☆Joint ventures(合资公司) Pepsi-Cola（百事可乐） Dreyer’s Grand Ice Cream(醉尔思冰淇淋公司) Capitol Records（国会唱片） ☆The development of new distribution channels Nordstrom（诺德斯特隆） Barnes and Noble（巴诺书店） United Airlines（联合航空公司） Sheraton Corporate Hotels（喜来登酒店） Westin Hotels and Resorts（威斯汀酒店与度假村集团） U.S. Office Products（美国办公用品） ☆Selling online Store Cannibalization(自相蚕食)