星巴克战略管理案例分析.pptVIP

The Starbucks Experience HOME OFFICE STARBUCKS The third place The first place The second place 第二十八页，共44页。 The Starbucks Experience Now, we can sit comfortably to enjoy a cup of Starbucks coffee. 第二十九页，共44页。 Content Starbucks 4. Core Competence 第三十页，共44页。 Why Starbucks? Starbucks There are so many coffee products This is not only a story… Why Starbucks gets succeed? 第三十一页，共44页。 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 第三十二页，共44页。 L o g o Company Logo L o g o Company Logo 星巴克全球战略分析 Starbucks 2010.10 第一页，共44页。 Company Logo 战略管理第三小组 张冬 张有为 张芳 张金莉 李桂森 小组成员： 指导教师：霍国庆 第二页，共44页。 Who is Starbucks? Starbucks 第三页，共44页。 Content Starbucks 1. Starbucks Introduction 2. Starbucks Mission and Mode 3. Starbucks Value Chain 4. Core Competence 5. Thinking and Conclusion 第四页，共44页。 Content Starbucks 1. Starbucks Introduction 第五页，共44页。 Starbucks Starbucks “We’re not just selling a cup of coffee, we are providing an experience.” ------Howard Schultz 第六页，共44页。 Starbucks timeline and History Starbucks 1971 Starbucks opens its first location in Seattle’s Pike Place Market. 1982 Howard Schultz joins Starbucks as director of retail operations and marketing. 1983 Howard visited Italy-a buying trip and saw the potential in Seattle a similar coffee bar culture 1985 Open his first coffee bar IL Giornale 1987 Owners of Starbucks agreed to sell the firm to Schultz for ＄4 million. Gioranle bar took on the name of Starbucks 1991 Sales shot up 84 percent, and the company turned profitable. 1992 Schultz took the firm public at ＄17 a share being traded on the Nasdaq National Market-”SBUX”. 2002 Starbucks has grown from 17 coffee shops in 1987 to 5,688 outlets in 28 countries by the end