星巴克战略管理案例分析

1、L o g oL o g o 战略管理第三小组战略管理第三小组 L o g oL o g o Who is Starbucks? Starbucks L o g oL o g o Content Starbucks 1. Starbucks Introduction 2. Starbucks Mission and Mode 3. Starbucks Value Chain 4. Core Competence 5. Thinking and Conclusion L o g oL o g o Content Starbucks 1. Starbucks Introduction L o g

2、oL o g o Starbucks Starbucks “Were not just selling a cup of coffee, we are providing an experience.” -Howard Schultz L o g oL o g o Starbucks timeline and History Starbucks 1971 Starbucks opens its first location in Seattles Pike Place Market. 1982 Howard Schultz joins Starbucks as director of reta

3、il 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 Sal

4、es 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 of fiscal 2002. 1995 Starbucks Coffee intern

5、ational was set up to build Starbuckss businesses outside North America. L o g oL o g o Starbucks Products Starbucks L o g oL o g o Starbucks Marketing Starbucks Same as McDonalds global expansion, Starbucks began very early in international business in the world. solely-invested joint ventures lice

6、nsing agreements 1. Starbucks 100% equity interest, such as in the United Kingdom, Thailand and Australia; 2. Starbucks accounted for 50% stake, such as in Japan, Korea and other places; 3. Starbucks shares accounted for generally about 5%, such as in China, Taiwan, Hong Kong, Hawaii, and Shanghai 4

7、. Starbucks does not hold shares, but authorized to operate, such as in the Philippines, Singapore, Malaysia and Beijing; L o g oL o g o Starbucks Expansion Starbucks 2002 2001 2000 1999 5,886 4,709 3,501 2,498 1987Opens in Chicago and Vancouver Starbucks location total=17 1988 Introduce mail catalo

8、g with service to all 50 states Starbucks location total=33 1989 Opens in Portland, Oregon Starbucks location total=55 1990 Expands headquarters in Seattle Starbucks location total=55 1991 Offer a stock option program includes part-time employees Starbucks location total=116 1992 Initial public comp

9、any on Nasdaq Starbucks location total=165 1996 Open first non-North American store in Tokyo L o g oL o g o Starbucks Global Expansion Starbucks The first Starbucks store outside North America-Tokyo People there take a long line waiting for experience Starbucks culture 1998 First store in Taipei 199

10、9 First store in Beijing, world trade center 2000 First store in Shanghai and HK L o g oL o g o Financial Performance Starbucks L o g oL o g o Starbucks Human Resource All employees at Starbucks are referred to as partners, no matter what job position they occupy. Each partner (even part-time employ

11、ees) is eligible to receive health care, participate in the Bean Stock program, and get a free pound of coffee each week. Each employee is required to complete an extensive training program includes product expertise, a commitment to customer service, and well- developed interpersonal skills. Provid

12、e a great work environment and treat each other with respect and dignity Starbucks L o g oL o g o Content Starbucks 2. Starbucks Mission and Mode L o g oL o g o The Vision -“an authentic coffee experience that conveyed the artistry of espresso making, a place to think and imagine, a spot where peopl

13、e could gather and talk over a great cup of coffee, a comforting refuge that provided a sense of community, a third place for people to congregate beyond work or the home, a place that welcomed people and rewarded them for coming, and a layout that could accommodate both fast service and quiet momen

14、ts. Howard Schultz Is to establish Starbucks as the premier purveyor of the finest coffee in the word while maintaining uncompromising principles as we grow L o g oL o g o The Mission Recognize that profitability is essential to our future success Apply the highest standards of excellence to the pur

15、chasing, roasting and fresh delivery of our coffee. Develop enthusiastically satisfied customers all of the time. Embrace diversity as an essential component in the way we do business Contribute positively to our communities and our environment Provide a great work environment and treat each other w

16、ith respect and dignity. Six principles to inspire and nurture the human spirit one person, one cup and one neighborhood at a time. L o g oL o g o Environmental Mission Starbucks Understanding of environmental issues and sharing information with our partners Developing innovative and flexible soluti

17、ons to bring about change Starbucks is committed to a role of environmental leadership in all facets Of our business. Striving to buy, sell and use environmentally friendly products Recognizing that fiscal responsibility is essential to our environmental future Instilling environmental responsibilit

18、y as a corporate value Measuring and monitoring our progress for each project Encouraging all partners to share in our mission L o g oL o g o Starbucks Starbucks “Were not in the coffee business serving people but in the people business serving coffee .” -Howard Schultz L o g oL o g o Starbucks Mode

19、 Quality and SkillsExperience Expansion Brand buildingUnique Culture All of these methods makes a special “Starbucks Way” Excellent taste beans Strict quality control Excellent Service Shorten the waiting line Good location Soft beautiful music Wireless on line Comfortable store Find the best partne

20、r Using experienced manager to training Adapt food to local taste Also fit interior to local architecture Treat employee as an partner Stock ownership plan Training Cover both full time and part time employees Choose best location let everybody know the brand Cover every neighborhood Starbucks L o g

21、 oL o g o Content Starbucks 3. Starbucks Value Chain L o g oL o g o Starbucks Value Chain Starbucks BRAND VALUE Partner Quality Control Supplier Materials buying How a cup of Starbucks coffee is produced？ Employee Location Decoration Culture L o g oL o g o Starbucks coffee beans buying Starbucks D B

22、uy beans exclusively enabled Starbucks purportedly the best coffees in the world Sigh long-term contract with bean planter Control the quality to guarantee the proper balance of flavor, body, and acidity Develop relationships with the countries from which it buys coffee beans. L o g oL o g o Starbuc

23、ks Quality control Starbucks 1. Use good quality coffee, freshly roasted and freshly ground 2. The grind chosen must be of the correct fineness for the chosen brewing method. 3. The pot must be cleaned and warm. 4. Make only enough coffee for your immediate needs. The coffee will deteriorate if you

24、keep it too long. Beans select Brewing Roast Coffee L o g oL o g o Starbucks Location Starbucks uLocation choose: always chose the high-level office buildings 、big shopping mall 、airport 、business street etc. these talent people especially business people gathering place to satisfy their social rela

25、tionship and relax demand u Set up more stores to cover this area u The decoration of the store is very comfortable with beautiful view outside and movement feeling inside the store. L o g oL o g o Starbucks Location Starbucks Starbucks location chosen depends on local partners. And The procedure ar

26、e divided in two parts: Location select 1.Local partners seek place by themselves 2.Intermediary 3.Big real estate take initiative to introduce starbucks to build an environment. The store information will Send to headquarter to assist them to evaluate. And the HQ will provide some standardized data

27、. Headquarter review L o g oL o g o Starbucks Partner Starbucks Form alliance with Pepsi-cola 1995 1996 Begins Barnes Best Smell; Best taste. Robusta Suit for ice coffee. Taste not as good as arabica. Liberica Worst quality. Better to made instant coffee. L o g oL o g o Qualityspecialize in coffee S

28、ecuring 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 procedureQuality control

29、 L o g oL o g o Qualityspecialize 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 L o g oL o g o Experience Experience Mode The Starbucks environment has become as important a

30、s the coffee itself Starbucks Beautiful CDs Wireless internet Beautiful View L o g oL o g o Experience Starbucks 1. 100% Arabica coffee beans 2. Wonderful perfect smell 1. Logo / color 2. Furniture / decoration 3. Arts 1. The sound when make espresso 2. Starbucks CDs 1. 100% Arabica coffee beans 2.

31、18-24 minutes principle 1. Cups 2. Stone floor Smell TasteVision Sound Sense of touch L o g oL o g o Culture Starbucks Employee Satisfaction and coffee culture and caring for people Unique Culture A place for sharing with friends A place for relax A place for tasty coffee L o g oL o g o What is Star

32、bucks core competence Starbucks Neighbor Quality control Coffee Become a work place new office Mysterious person The “third place” Service By Heart Position L o g oL o g o Content Starbucks 5. Thinking and Conclusion L o g oL o g o Conclusion Starbucks ProductService Operation 1. Clear position 2. U

33、se culture to integrate 3. Product, service, procedure, operation, marketing and sales, stuffetc. all surrounding with this circle. Success of Starbucks Integration is an ability which can not imitate by competitors L o g oL o g o Thinking Starbucks Without high technology, the Starbucks use its unique culture expand its stores all over the world. We can learn more from its success. Because Starbucks uses its