星巴克英文介绍.doc

Table of Contents1. Introduction of Starbucks2. Development history of Starbucks3. Producut of Starbucks4. Starbucks in China5. SWOT Analysis of Sroduction of StarbucksStarbucks Corporation (SBUX) is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 50 countries, including over 11,000 in the United States, over 1,000 in Canada, and over 700 in the United Kingdom. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and panini, pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the companys products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores.2. Development history of StarbucksStarbucks has always been a place where you can find the worlds best coffees. But in 1971, you would have had to travel all the way to our only store in Seattles historic Pike Place Market. l 1970s The first Starbucks opens. The name comes from Herman Melvilles Moby Dick, a classic American novel about the 19th century whaling industry. The seafaring name seems appropriate for a store that imports the worlds finest coffees to the cold, thirsty people of Seattle. l 1980s Howard Schultz joins Starbucks in 1982. While on a business trip in Italy, he visits Milans famous espresso bars. Impressed with their popularity and culture, he sees their potential in Seattle. Hes right after trying lattes and mochas, Seattle quickly becomes coffee-crazy. l 1990s Starbucks expands beyond Seattle, first to the rest of the United States, then the entire world. After becoming one of the first companies to offer stock options to its part-time employees, Starbucks becomes a publicly traded company. l 2000s The Starbucks phaenomenon continues. As of this writing, Starbucks has more than 6,000 locations in over 30 countries. Dub Hay as senior vice president, Global Coffee Authority this November 3.Product of Starbucksl BeveragesEspresso(Hot espresso/ Iced espresso)Frappuccino (Blended coffee / Blended cream / Blended juice)Coffee and tea (Brewed coffee /Tea /Other favorite )l Food Breakfast (Honey Raisin Scone / Honey Raisin Toast / Blueberry Danish/ French Croissant)Afternoon (New York Cheesecake / Blueberry Cheesecake/ Chocolate Truffle Cake)Other food(Mini honey raisin scone /Mini Chocolate Muffin /Mini Apricot Financier/Mini Marble Cheese Cake)l Tea Chinese tea(Mudan White Tea /Jinxuan Oolong tea /Biluochun Green Tea )Exotic (Earl Grey/ Chai/ English Breakfast)4.Starbucks in China4.1Development history in ChinaStarbucks Coffee International (SCI) entered China market in1998 with the opening of its first store in Taipei, Taiwan. The first Starbucks store located in mainland China was opened in Beijing in January 1999 through a licensing agreement with Mei Da Coffee Co. Ltd. To support the accelerated expansion into mainland and achieve greater penetration throughout the region, the Starbucks Greater China Support Center was established in Shanghai in 2005. Since then, at the end of Q4 fiscal year 2010, there are more than 750 Starbucks locations throughout China, including Hong Kong, Macau and Taiwan. 4.2 Special products to meet the demand in China In order to gain a large share in Chinese market , Starbucks has to work out plans to develop new products to cater the consumer demands for traditional Chinese festivals. Following are the products: 1. Conbine Chinese tea to western coffee to create a wonderful flavor popular to both Chinese and westerners. 2. Chinese Zongzi (traditional Chinese rice- Pudding) on Dragon Boat Festival. 3. Mooncake on Mid-autumn Festival. 4. Special food and cups during spring festival 5.SWOT Analysis of StarbucksSTRENGHSWEAKNESSESl Innovative business modell Brand advantagel Technology advantagel New product development and innovationl Considerate customer servicel Store location advantagel The short of capitall High pricel High concentration levell Lack of diversificationOPPORTUNITIESTHREATSl E-businessl expand its global operationsl Competitorsl Cost raisingl The threat of new entersl Strengths(1) Business model of agile choiceStarbucks is good at according to different market situations all over the world take agile investment and cooperation mode.(2) Brand advantageMake full use of the third life space type of experience. In the center of the consumer demand from products to service, in the service to the era of experience, Starbucks successfully created a to create Starbucks experience for the characteristics of the coffee religion, Starbucks and general coffee shop different places is endowed with a cup of coffee more rich experience and deeper cultural connotation. (3) Technology advantageStarbucks has always been the pursuit of quality excellence, adhere to provide customers high quality products. In order to let all love Starbucks can enjoy the most pure coffee, Starbucks is very critical and demanding for raw materials, whether the transportation of coffee beans, baking, preparation or finally put the coffee end to the customer of the that moment, everything must comply with the most stringent standards. In addition, Starbucks has more than 30 money hand-made espresso and coffee in hot drinks, coffee species diversity, both pure, also have instant; Both Italian and Latin American taste, to meet the different tastes of consumers. (4) New product development and innovationStarbucks in the innovation has been walking in the front of the coffee chain, from cappuccino, frappuccino, coffee taste beer and other new creative great success, to the invested heavily to espresso extraction technology research and development success, all show that the Starbucks in innovation has a lot of advantages. Starbucks is also in the internationalization and localization between seek a natural fusion, in March 2010, Starbucks will be unique Starbucks experience further extends to the Chinese consumers favorite tea drinks field, which contains Chinese tea and exotic tea two kinds of tea products, including nine precipitated in the global tea drink Starbucks on the rich experience. (5) Considerate customer serviceIn the service process, Starbucks implement a constant system of the one to one, really sincere service for client consider. (6) Store location advantageFully occupy the favorable business circle. For coffee retail sector, good location is set up shop a very important component of success, Starbucks coffee in the store location is in the center of the basic choice or prosperous business people crowded sections, and strive to make customers anytime, anywhere can find Starbucks. l Weaknesses(1)The short of capitalWhenever Starbucks plan to open a new shop, it would always be put in the most prosperous location of the city. Just in Shanghai, it needs 2 millions to open a new shop. It means that how to solve the demand of capital, labor and reserve resources is a big challenge for Starbucks.(2) High price The price level of Starbucks is higher than corporations in the same industry. It concentrate on developing the high-end product and give up the profit from the low-income people. It will lead a high risk for Starbucks daily operation. Because Once(3)High concentration levelThe organization has a strong presence in the United States of America with more than three quarters of their cafes located in the home market. It is often argued that they need to look for a portfolio of countries, in order to spread business risk. (4)Lack of diversificationThe organization is dependant on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise. l Opportunities1) Starbucks are very good at taking advantage of opportunities. 2) In 2004 the company created a CD-burning service in their Santa Monica (California USA) cafe with Hewlett Packard, where customers create their own music CD. 3) New products and services that can be retailed in their cafes, such as Fair Trade products. 4) The company has the opportunity to expand its global operations. New markets for coffee such as India and the Pacific Rim nations are beginning to emerge. 5) Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential. 6) e-business. Starbucks has the courage to try something challenging and innovative, for example, the construction of the third space, taking advantage of e-business.l Threats After rapidly expanding, there exist a potential risk that the burden of set new cooperate chain is heavy. At the same time, because Franchisee is not allowed, operators cant wait for benefits rely on its initial fee. There are a lot of competitors in potential and reality.Whats more, no one knows if the market for coffee will grow and stay in favor with customers, or whether another type of beverage or leisure activity will replace coffee in the future. Starbucks are facing with treats as follows:(1) Cost raisingStarbucks are exposed to rises in the cost of coffee and dairy products.(2) The threat of new entersSince its conception in Pike Place Market, Seattle in 1971