星巴克战略管理案例分析.ppt

星巴克全球战略分析,Starbucks,2010.10,Starbucks,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,WhoisStarbucks?,Starbucks,Content,Starbucks,Content,Starbucks,Starbucks,Starbucks,“Werenotjustsellingacupofcoffee,weareprovidinganexperience.”,-HowardSchultz,StarbuckstimelineandHistory,Starbucks,1971,StarbucksopensitsfirstlocationinSeattlesPikePlaceMarket.,1982,HowardSchultzjoinsStarbucksasdirectorofretailoperationsandmarketing.,1983,HowardvisitedItaly-abuyingtripandsawthepotentialinSeattleasimilarcoffeebarculture,1985,OpenhisfirstcoffeebarILGiornale,1987,OwnersofStarbucksagreedtosellthefirmtoSchultzfor4million.GioranlebartookonthenameofStarbucks,1991,Salesshotup84percent,andthecompanyturnedprofitable.,1992,Schultztookthefirmpublicat17asharebeingtradedontheNasdaqNationalMarket-”SBUX”.,2002,Starbuckshasgrownfrom17coffeeshopsin1987to5,688outletsin28countriesbytheendoffiscal2002.,1995,StarbucksCoffeeinternationalwassetuptobuildStarbuckssbusinessesoutsideNorthAmerica.,StarbucksProducts,Starbucks,StarbucksMarketing,Starbucks,SameasMcDonaldsglobalexpansion,Starbucksbeganveryearlyininternationalbusinessintheworld.,1.Starbucks100%equityinterest,suchasintheUnitedKingdom,ThailandandAustralia;2.Starbucksaccountedfor50%stake,suchasinJapan,Koreaandotherplaces;3.Starbuckssharesaccountedforgenerallyabout5%,suchasinChina,Taiwan,HongKong,Hawaii,andShanghai4.Starbucksdoesnotholdshares,butauthorizedtooperate,suchasinthePhilippines,Singapore,MalaysiaandBeijing;,StarbucksExpansion,Starbucks,OpensinChicagoandVancouverStarbuckslocationtotal=17Introducemailcatalogwithservicetoall50statesStarbuckslocationtotal=33OpensinPortland,OregonStarbuckslocationtotal=55ExpandsheadquartersinSeattleStarbuckslocationtotal=55Offerastockoptionprogramincludespart-timeemployeesStarbuckslocationtotal=116InitialpubliccompanyonNasdaqStarbuckslocationtotal=1651996Openfirstnon-NorthAmericanstoreinTokyo,StarbucksGlobalExpansion,Starbucks,ThefirstStarbucksstoreoutsideNorthAmerica-TokyoPeopletheretakealonglinewaitingforexperienceStarbucksculture,1998FirststoreinTaipei1999FirststoreinBeijing,worldtradecenter2000FirststoreinShanghaiandHK,FinancialPerformance,Starbucks,StarbucksHumanResource,AllemployeesatStarbucksarereferredtoaspartners,nomatterwhatjobpositiontheyoccupy.,Eachpartner(evenpart-timeemployees)iseligibletoreceivehealthcare,participateintheBeanStockprogram,andgetafreepoundofcoffeeeachweek.,Eachemployeeisrequiredtocompleteanextensivetrainingprogramincludesproductexpertise,acommitmenttocustomerservice,andwell-developedinterpersonalskills.,Provideagreatworkenvironmentandtreateachotherwithrespectanddignity,Starbucks,Content,Starbucks,Starbucks,TheVision,-“anauthenticcoffeeexperiencethatconveyedtheartistryofespressomaking,aplacetothinkandimagine,aspotwherepeoplecouldgatherandtalkoveragreatcupofcoffee,acomfortingrefugethatprovidedasenseofcommunity,athirdplaceforpeopletocongregatebeyondworkorthehome,aplacethatwelcomedpeopleandrewardedthemforcoming,andalayoutthatcouldaccommodatebothfastserviceandquietmoments.,HowardSchultz,IstoestablishStarbucksasthepremierpurveyorofthefinestcoffeeinthewordwhilemaintaininguncompromisingprinciplesaswegrow,Starbucks,TheMission,Recognizethatprofitabilityisessentialtoourfuturesuccess,Applythehigheststandardsofexcellencetothepurchasing,roastingandfreshdeliveryofourcoffee.,Developenthusiasticallysatisfiedcustomersallofthetime.,Embracediversityasanessentialcomponentinthewaywedobusiness,Contributepositivelytoourcommunitiesandourenvironment,Provideagreatworkenvironmentandtreateachotherwithrespectanddignity.,Sixprinciples,toinspireandnurturethehumanspiritoneperson,onecupandoneneighborhoodatatime.,EnvironmentalMission,Starbucks,Understandingofenvironmentalissuesandsharinginformationwithourpartners,Developinginnovativeandflexiblesolutionstobringaboutchange,StarbucksiscommittedtoaroleofenvironmentalleadershipinallfacetsOfourbusiness.,Strivingtobuy,sellanduseenvironmentallyfriendlyproducts,Recognizingthatfiscalresponsibilityisessentialtoourenvironmentalfuture,Instillingenvironmentalresponsibilityasacorporatevalue,Measuringandmonitoringourprogressforeachproject,Encouragingallpartnerstoshareinourmission,Starbucks,Starbucks,“Werenotinthecoffeebusinessservingpeoplebutinthepeoplebusinessservingcoffee.”,-HowardSchultz,StarbucksMode,QualityandSkills,Experience,Expansion,Brandbuilding,UniqueCulture,Allofthesemethodsmakesaspecial“StarbucksWay”,ExcellenttastebeansStrictqualitycontrolExcellentServiceShortenthewaitingline,GoodlocationSoftbeautifulmusicWirelessonlineComfortablestore,FindthebestpartnerUsingexperiencedmanagertotrainingAdaptfoodtolocaltasteAlsofitinteriortolocalarchitecture,TreatemployeeasanpartnerStockownershipplanTrainingCoverbothfulltimeandparttimeemployees,ChoosebestlocationleteverybodyknowthebrandCovereveryneighborhood,Starbucks,Content,Starbucks,StarbucksValueChain,Starbucks,BRAND,VALUE,Partner,QualityControl,Supplier,Materialsbuying,Employee,LocationDecoration,Culture,Starbuckscoffeebeansbuying,Starbucks,Developrelationshipswiththecountriesfromwhichitbuyscoffeebeans.,StarbucksQualitycontrol,Starbucks,Usegoodqualitycoffee,freshlyroastedandfreshlygroundThegrindchosenmustbeofthecorrectfinenessforthechosenbrewingmethod.Thepotmustbecleanedandwarm.Makeonlyenoughcoffeeforyourimmediateneeds.Thecoffeewilldeteriorateifyoukeepittoolong.,RoastCoffee,StarbucksLocation,Starbucks,Locationchoose:alwayschosethehigh-levelofficebuildings、bigshoppingmall、airport、businessstreetetc.thesetalentpeopleespeciallybusinesspeoplegatheringplacetosatisfytheirsocialrelationshipandrelaxdemandSetupmorestorestocoverthisareaThedecorationofthestoreisverycomfortablewithbeautifulviewoutsideandmovementfeelinginsidethestore.,StarbucksLocation,Starbucks,Starbuckslocationchosendependsonlocalpartners.AndTheprocedurearedividedintwoparts:,Locationselect,LocalpartnersseekplacebythemselvesIntermediaryBigrealestatetakeinitiativetointroducestarbuckstobuildanenvironment.,ThestoreinformationwillSendtoheadquartertoassistthemtoevaluate.AndtheHQwillprovidesomestandardizeddata.,Headquarterreview,StarbucksPartner,Starbucks,FormalliancewithPepsi-cola,BeginsBarnesBestSmell;Besttaste.RobustaSuitforicecoffee.Tastenotasgoodasarabica.LibericaWorstquality.Bettertomadeinstantcoffee.,Qualityspecializeincoffee,SecuringtheFinestRawMaterials,Starbucks,RoastingthecoffeebeanisclosetoanartformatStarbucks.Starbucksoperatesmultipleroastinganddistributionfacilities.,Roastingcoffeeskills,Roastersarepromotedfromwithinthecompanyandtrainedforoverayear.,RoastprocedureQualitycontrol,Qualityspecializeincoffee,SecuringtheFinestRawMaterials,Starbucks,Shortencustomerlinesatindividualstores,andincreasefoottrafficforallthestoresinanarea.,Focusondetails,Experience,ExperienceMode,TheStarbucksenvironmenthasbecomeasimportantasthecoffeeitself,Starbucks,BeautifulCDs,Wirelessinternet,BeautifulView,Experience,Starbucks,100%ArabicacoffeebeansWonderfulperfectsmell,Logo/colorFurniture/decorationArts,ThesoundwhenmakeespressoStarbucksCDs,100%Arabicacoffeebeans18-24minutesprinciple,CupsStonefloor,Smell,Taste,Vision,Sound,Senseoftouch,FiveSense,Culture,Starbucks,EmployeeSatisfactionandcoffeecultureandcaringforpeople,UniqueCulture,AplaceforsharingwithfriendsAplaceforrelaxAplacefortastycoffee,WhatisStarbuckscorecompetence,Starbucks,Neighbor,Qualitycontrol,Coffee,Becomeaworkplacenewoffice,Mysteriouspe