星巴克战略管理案例分析

星巴克全球战略分析Starbucks2010.10Starbucks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?StarbucksContentStarbucks1.StarbucksIntroduction2.StarbucksMissionandMode3.StarbucksValueChain4.CoreCompetence5.ThinkingandConclusionContentStarbucks1.StarbucksIntroductionStarbucksStarbucks“We’renotjustsellingacupofcoffee,weareprovidinganexperience.”------HowardSchultzStarbucks

timelineandHistoryStarbucks1971StarbucksopensitsfirstlocationinSeattle’sPikePlaceMarket.1982HowardSchultzjoinsStarbucksasdirectorofretailoperationsandmarketing.1983HowardvisitedItaly-abuyingtripandsawthepotentialinSeattleasimilarcoffeebarculture1985OpenhisfirstcoffeebarILGiornale1987OwnersofStarbucksagreedtosellthefirmtoSchultzfor＄4million.GioranlebartookonthenameofStarbucks1991Salesshotup84percent,andthecompanyturnedprofitable.1992Schultztookthefirmpublicat＄17asharebeingtradedontheNasdaqNationalMarket-”SBUX”.2002Starbuckshasgrownfrom17coffeeshopsin1987to5,688outletsin28countriesbytheendoffiscal2002.1995StarbucksCoffeeinternationalwassetuptobuildStarbucks’sbusinessesoutsideNorthAmerica.StarbucksProductsStarbucksStarbucksMarketingStarbucks★SameasMcDonald'sglobalexpansion,Starbucksbeganveryearlyininternationalbusinessintheworld.

Organizationsolely-investedjointventureslicensingagreements1.Starbucks100%equityinterest,suchasintheUnitedKingdom,ThailandandAustralia;

2.Starbucksaccountedfor50%stake,suchasinJapan,Koreaandotherplaces;

3.Starbuckssharesaccountedforgenerallyabout5%,suchasinChina,Taiwan,HongKong,Hawaii,andShanghai

4.Starbucksdoesnotholdshares,butauthorizedtooperate,suchasinthePhilippines,Singapore,MalaysiaandBeijing;

StarbucksExpansionStarbucks20022001200019995,8864,7093,5012,498OpensinChicagoandVancouverStarbuckslocationtotal=17Introducemailcatalogwithservicetoall50statesStarbuckslocationtotal=33OpensinPortland,OregonStarbuckslocationtotal=55ExpandsheadquartersinSeattleStarbuckslocationtotal=55Offerastockoptionprogramincludespart-timeemployeesStarbuckslocationtotal=116InitialpubliccompanyonNasdaqStarbuckslocationtotal=165…1996Openfirstnon-NorthAmericanstoreinTokyo…StarbucksGlobalExpansionStarbucksThefirstStarbucksstoreoutsideNorthAmerica--TokyoPeopletheretakealonglinewaitingforexperienceStarbucksculture1998FirststoreinTaipei1999FirststoreinBeijing,worldtradecenter2000FirststoreinShanghaiandHK……FinancialPerformance

StarbucksStarbucksHumanResourceAllemployeesatStarbucksarereferredtoas"partners",nomatterwhatjobpositiontheyoccupy.Eachpartner(evenpart-timeemployees)iseligibletoreceivehealthcare,participateintheBeanStockprogram,andgetafreepoundofcoffeeeachweek.Eachemployeeisrequiredtocompleteanextensivetrainingprogramincludesproductexpertise,acommitmenttocustomerservice,andwell-developedinterpersonalskills.ProvideagreatworkenvironmentandtreateachotherwithrespectanddignityStarbucksContentStarbucks2.StarbucksMissionandModeStarbucksThe

Vision----“anauthenticcoffeeexperiencethatconveyedtheartistryofespressomaking,aplacetothinkandimagine,aspotwherepeoplecouldgatherandtalkoveragreatcupofcoffee,acomforting

refugethatprovidedasenseofcommunity,athird

placeforpeopletocongregatebeyondworkorthe

home,aplacethatwelcomedpeopleand

rewarded

themforcoming,andalayoutthatcouldaccommodatebothfastserviceandquietmoments."HowardSchultzIs

to‘establishStarbucksasthepremierpurveyorofthefinestcoffeeinthewordwhilemaintaininguncompromisingprinciplesaswegrow'

StarbucksThe

MissionRecognizethatprofitabilityisessentialtoourfuturesuccessApplythehigheststandardsofexcellencetothepurchasing,roastingandfreshdeliveryofourcoffee.Developenthusiasticallysatisfiedcustomersallofthetime.EmbracediversityasanessentialcomponentinthewaywedobusinessContributepositivelytoourcommunitiesandourenvironmentProvideagreatworkenvironmentandtreateachotherwithrespectanddignity.Sixprinciples

toinspireandnurturethehumanspirit–oneperson,onecupandoneneighborhoodatatime.EnvironmentalMissionStarbucksUnderstandingofenvironmentalissuesandsharinginformationwithourpartners

DevelopinginnovativeandflexiblesolutionstobringaboutchangeStarbucksiscommittedtoaroleofenvironmentalleadershipinallfacetsOfourbusiness.Strivingtobuy,sellanduseenvironmentallyfriendlyproductsRecognizingthatfiscalresponsibilityisessentialtoourenvironmentalfutureInstillingenvironmentalresponsibilityasacorporatevalueMeasuringandmonitoringourprogressforeachprojectEncouragingallpartnerstoshareinourmissionStarbucksStarbucks“We’renotinthecoffeebusinessservingpeoplebutinthepeoplebusinessservingcoffee.”------HowardSchultzStarbucksModeQualityandSkillsExperienceExpansionBrandbuildingUniqueCultureAllofthesemethodsmakesaspecial“StarbucksWay”ExcellenttastebeansStrictqualitycontrolExcellentServiceShortenthewaitinglineGoodlocationSoftbeautifulmusicWirelessonlineComfortablestoreFindthebestpartnerUsingexperiencedmanagertotrainingAdaptfoodtolocaltasteAlsofitinteriortolocalarchitectureTreatemployeeasanpartnerStockownershipplanTrainingCoverbothfulltimeandparttimeemployeesChoosebestlocationleteverybodyknowthebrandCovereveryneighborhoodStarbucksContentStarbucks

3.StarbucksValueChainStarbucksValueChainStarbucksBRANDVALUEPartnerQualityControlSupplierMaterialsbuyingHowacupofStarbuckscoffeeisproduced？EmployeeLocationDecorationCultureStarbuckscoffeebeansbuyingStarbucksDBuybeansexclusivelyenabledStarbuckspurportedlythebestcoffeesintheworldSighlong-termcontractwithbeanplanterControlthequalitytoguaranteetheproperbalanceofflavor,body,andacidityDeveloprelationshipswiththecountriesfromwhichitbuyscoffeebeans.StarbucksQualitycontrolStarbucksUsegoodqualitycoffee,freshlyroastedandfreshlygroundThegrindchosenmustbeofthecorrectfinenessforthechosenbrewingmethod.Thepotmustbecleanedandwarm.Makeonlyenoughcoffeeforyourimmediateneeds.Thecoffeewilldeteriorateifyoukeepittoolong.BeansselectBrewingRoastCoffee

StarbucksLocationStarbucksLocationchoose:alwayschosethehigh-levelofficebuildings、bigshoppingmall、airport、businessstreetetc.thesetalentpeopleespeciallybusinesspeoplegatheringplacetosatisfytheirsocialrelationshipandrelaxdemandSetupmorestorestocoverthisareaThedecorationofthestoreisverycomfortablewithbeautifulviewoutsideandmovementfeelinginsidethestore.StarbucksLocationStarbucksStarbuckslocationchosendependsonlocalpartners.AndTheprocedurearedividedintwoparts:LocationselectLocalpartnersseekplacebythemselvesIntermediaryBigrealestatetakeinitiativetointroducestarbuckstobuildanenvironment.ThestoreinformationwillSendtoheadquartertoassistthemtoevaluate.AndtheHQwillprovidesomestandardizeddata.HeadquarterreviewStarbucksPartnerStarbucksFormalliancewithPepsi-cola19951996BeginsBarnes&NobleInc.relationshipFormsalliancewithCanadianbookstoreChapters

19931996FormalliancewithDreyer‘sGrandIceCream

StarbucksEmployeeStarbucksEmployeesatisfactionRefuseworkoverloadChangejobinthecompany…BeanStockPlanTreatemployeeaspartnerInsurancepackage

AlotoftrainingpackagetopromoteskillsStockownershipplanHumanbasedManagementTrainingPlanTheStarbucksExperienceHOMEOFFICESTARBUCKSThethirdplaceThefirstplaceThesecondplaceTheStarbucksExperienceNow,wecansitcomfortablytoenjoyacupofStarbuckscoffee.

ContentStarbucks4.CoreCompetenceWhyStarbucks?StarbucksTherearesomanycoffeeproductsThisisnotonlyastory…WhyStarbucksgetssucceed?WhyStarbucks?StarbucksExcellentReputationBrandLoyaltyEmployeeSatisfactionHardtoimitateCoreCompetencyBrandLoyalty:fantasticexperience,comfortablestore,music,wirelessonline….EmployeeSatisfaction:BeanStock,training,insurance….ExcellentReputation:Sticktohighqualitybeans,roastskills,excellenttasteCultureCoreCompetencyStarbucksExperienceQualityStarbucksBrandandCoreCompetencyQuality—specializeincoffeeSecuringtheFinestRawMaterialsStarbucks’scoffeequalitybeginswiththepurchaseofhigh-qualityarabicacoffeebeans.StarbucksStarbuckscoffeeisstrictlyarabica,andthecompanyensuresthatonlythehighestqualitybeansareused.Quality—specializeincoffeeThevarietyofcoffeeStarbucks’schoosearabicacoffeebeans.ItseekonlytheFinest,richestandmostinterestingbeans.StarbucksArabica

Bestquality;BestSmell;Besttaste.RobustaSuitforicecoffee.Tastenotasgoodasarabica.LibericaWorstquality.Bettertomadeinstantcoffee.Quality—specializeincoffeeSecuringtheFinestRawMaterialsStarbucksRoastingthecoffeebeanisclosetoanartformatStarbucks.Starbucksoperatesmultipleroastinganddistributionfacilities.RoastingcoffeeskillsRoastersarepromotedfromwithinthecompanyandtrainedforoverayear.Roastprocedure—QualitycontrolQuality—specializeincoffeeSecuringtheFinestRawMaterialsStarbucksShortencustomerlinesatindividualstores,andincreasefoottrafficforallthestoresinanarea.FocusondetailsExperienceExperienceModeTheStarbucksenvironmenthasbecomeasimportantasthecoffeeitselfStarbucksBeautifulCDs＋Wirelessinternet＋BeautifulView＋＋ExperienceStarbucks100%ArabicacoffeebeansWonderfulperfectsmellLogo/colorFurniture/decorationArtsThesoundwhenmakeespressoStarbucksCDs100%Arabicacoffeebeans18-24minutesprinciple

CupsStonefloorSmellTasteVisionSoundSenseoftouchFiveSenseCultureStarbucksEmployeeSatisfactionandcoffeecultureandcaringforpeopleUniqueCultureAplaceforsharing