星巴克战略管理案例分析

1、L o g oL o g oStarbucks2010.10L o g oL o g oStarbucks战略管理第三小组战略管理第三小组L o g oL o g oWho is Starbucks?StarbucksL o g oL o g oContentStarbucks1. Starbucks Introduction2. Starbucks Mission and Mode3. Starbucks Value Chain4. Core Competence5. Thinking and ConclusionL o g oL o g oContentStarbucks1. Starbu

2、cks IntroductionL o g oL o g oStarbucks Starbucks“Were not just selling a cup of coffee, we are providing an experience.” -Howard SchultzL o g oL o g oStarbucks timeline and HistoryStarbucks1971Starbucks opens its first location in Seattles Pike Place Market.1982Howard Schultz joins Starbucks as dir

3、ector of retail operations and marketing.1983Howard visited Italy-a buying trip and saw the potential in Seattle a similar coffee bar culture 1985Open his first coffee bar IL Giornale1987Owners of Starbucks agreed to sell the firm to Schultz for 4 million. Gioranle bar took on the name of Starbucks1

4、991Sales shot up 84 percent, and the company turned profitable.1992Schultz took the firm public at 17 a share being traded on the Nasdaq National Market-”SBUX”.2002Starbucks has grown from 17 coffee shops in 1987 to 5,688 outlets in 28 countries by the end of fiscal 2002.1995Starbucks Coffee interna

5、tional was set up to build Starbuckss businesses outside North America.L o g oL o g oStarbucks ProductsStarbucksL o g oL o g oStarbucks MarketingStarbucks Same as McDonalds global expansion, Starbucks began very early in international business in the world.solely-invested joint ventureslicensing agr

6、eements 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 Shanghai4. Starbuck

7、s does not hold shares, but authorized to operate, such as in the Philippines, Singapore, Malaysia and Beijing; L o g oL o g oStarbucks ExpansionStarbucks20022001200019995,8864,7093,5012,4981987Opens in Chicago and Vancouver Starbucks location total=171988 Introduce mail catalog with service to all

8、50 states Starbucks location total=331989 Opens in Portland, Oregon Starbucks location total=551990 Expands headquarters in Seattle Starbucks location total=551991 Offer a stock option program includes part-time employees Starbucks location total=1161992 Initial public company on Nasdaq Starbucks lo

9、cation total=1651996 Open first non-North American store in TokyoL o g oL o g oStarbucks Global ExpansionStarbucksThe first Starbucks store outside North America-TokyoPeople there take a long line waiting for experience Starbucksculture 1998 First store in Taipei1999 First store in Beijing, world tr

10、ade center2000 First store in Shanghai and HKL o g oL o g oFinancial Performance StarbucksL o g oL o g oStarbucks Human Resource All employees at Starbucks are referred to as partners, no matter what job position they occupy. Each partner (even part-time employees) is eligible to receive health care

11、, 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.Provide a great work environment and treat each

12、 other with respect and dignityStarbucksL o g oL o g oContentStarbucks2. Starbucks Mission and ModeL o g oL o g oStarbucksThe Vision-“an authentic coffee experience that conveyed the artistry of espresso making, a place to think and imagine, a spot where people could gather and talk over a great cup

13、 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 moments.Howard SchultzIs to establish Starbuc

14、ks as the premier purveyor of the finest coffee in the word while maintaining uncompromising principles as we grow L o g oL o g oStarbucksThe MissionRecognize that profitability is essential to our future successApply the highest standards of excellence to the purchasing, roasting and fresh delivery

15、 of our coffee. Develop enthusiastically satisfied customers all of the time.Embrace diversity as an essential component in the way we do businessContribute positively to our communities and our environmentProvide a great work environment and treat each other with respect and dignity. Six principles

16、 to inspire and nurture the human spirit one person, one cup and one neighborhood at a time. L o g oL o g oEnvironmental MissionStarbucksUnderstanding of environmental issues and sharing information with our partners Developing innovative and flexible solutions to bring about changeStarbucks is comm

17、itted to a role of environmental leadership in all facets Of our business.Striving to buy, sell and use environmentally friendly productsRecognizing that fiscal responsibility is essential to our environmental futureInstilling environmental responsibility as a corporate valueMeasuring and monitoring

18、 our progress for each projectEncouraging all partners to share in our missionL o g oL o g oStarbucks Starbucks“Were not in the coffee business serving people but in the people business serving coffee .” -Howard SchultzL o g oL o g oStarbucks ModeQuality and SkillsExperience ExpansionBrand buildingU

19、nique CultureAll 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 partner Using experienced manager to training Adapt food to lo

20、cal 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 neighborhoodStarbucksL o g oL o g oContentStarbucks 3. Starbucks Value ChainL o g oL

21、 o g oStarbucks Value ChainStarbucksBRANDVALUEPartnerQualityControlSupplierMaterialsbuyingHow a cup of Starbucks coffee is produced？Employee Location Decoration CultureL o g oL o g oStarbucks coffee beans buyingStarbucksDBuy beans exclusively enabled Starbucks purportedly the best coffees in the wor

22、ldSigh long-term contract with bean planterControl the quality to guarantee the proper balance of flavor, body, and acidityDevelop relationships with the countries from which it buys coffee beans.L o g oL o g oStarbucks Quality controlStarbucks1. Use good quality coffee, freshly roasted and freshly

23、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 keep it too long. Beans selectBrewingRoastCoffee L o g oL o g oStarbucks LocationStar

24、bucksuLocation 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 relationship and relax demandu Set up more stores to cover this area u The decoration of the st

25、ore is very comfortable with beautiful view outside and movement feeling inside the store. L o g oL o g oStarbucks LocationStarbucksStarbucks location chosen depends on local partners. And The procedure are divided in two parts:Location select1.Local partners seek place by themselves2.Intermediary3.

26、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.Headquarter reviewL o g oL o g oStarbucks Partner StarbucksForm alliance with Pepsi-cola19951996Be

27、gins Barnes & Noble Inc. relationshipForms alliance with Canadian bookstore Chapters 19931996Form alliance with Dreyers Grand Ice Cream L o g oL o g oStarbucks Employee StarbucksEmployee satisfaction Refuse work overload Change job in the company Bean Stock Plan Treat employee as partner Insuran

28、ce package A lot of training package to promote skills Stock ownership planHuman based ManagementTraining PlanL o g oL o g oThe Starbucks ExperienceHOMEOFFICESTARBUCKSThe third placeThe first placeThe second placeL o g oL o g oThe Starbucks ExperienceNow, we can sit comfortably to enjoy a cup of Sta

29、rbucks coffee. L o g oL o g oContentStarbucks4. Core CompetenceL o g oL o g oWhy Starbucks? StarbucksThere are so many coffee productsThis is not only a storyWhy Starbucks gets succeed?L o g oL o g oWhy Starbucks?StarbucksExcellent ReputationBrand LoyaltyEmployee SatisfactionBrand Loyalty: fantastic

30、 experience, comfortable store, music, wireless on line.Employee Satisfaction: Bean Stock, training, insurance.Excellent Reputation: Stick to high quality beans, roast skills, excellent tasteL o g oL o g oCore CompetencyStarbucksL o g oL o g oQualityspecialize in coffee Securing the Finest Raw Mater

31、ialsStarbuckss coffee quality begins with the purchase of high-quality coffee beans.StarbucksStarbucks coffee is strictly arabica, and the company ensures that only the highest quality beans are used.L o g oL o g oQualityspecialize in coffee The variety of coffeeStarbuckss choose coffee beans. It se

32、ek only the Finest, richest and most interesting beans.StarbucksArabica Best quality; Best Smell; Best taste. RobustaSuit for ice coffee. Taste not as good as arabica.LibericaWorst quality. Better to made instant coffee.L o g oL o g oQualityspecialize in coffee Securing the Finest Raw MaterialsStarb

33、ucksRoasting the coffee bean is close to an art form at Starbucks. Starbucks operates multiple roasting and distribution facilities. Roasting coffee skillsRoasters are promoted from within the company and trained for over a year.Roast procedureQuality controlL o g oL o g oQualityspecialize in coffee

34、 Securing the Finest Raw MaterialsStarbucksShorten customer lines at individual stores, and increase foot traffic for all the stores in an area. Focus on detailsL o g oL o g oExperience Experience ModeThe Starbucks environment has become as important as the coffee itself StarbucksBeautiful CDsWirele

35、ss internetBeautiful ViewL o g oL o g oExperienceStarbucks1. 100% Arabica coffee beans2. Wonderful perfect smell1. Logo / color2. Furniture / decoration3. Arts1. The sound when make espresso2. Starbucks CDs1. 100% Arabica coffee beans2. 18-24 minutes principle 1. Cups2. Stone floorSmellTasteVisionSoundSense of touchL o g oL o g oCultureStarbucksEmployee Satisfaction and coffee culture and caring for people Unique Cult