星巴克战略管理案例分析

星巴克战略管理案例分析演示文稿现在是1页\一共有44页\编辑于星期六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Starbucks现在是2页\一共有44页\编辑于星期六WhoisStarbucks?Starbucks现在是3页\一共有44页\编辑于星期六ContentStarbucks1.StarbucksIntroduction2.StarbucksMissionandMode3.StarbucksValueChain4.CoreCompetence5.ThinkingandConclusion现在是4页\一共有44页\编辑于星期六ContentStarbucks1.StarbucksIntroduction现在是5页\一共有44页\编辑于星期六StarbucksStarbucks“We’renotjustsellingacupofcoffee,weareprovidinganexperience.”------HowardSchultz现在是6页\一共有44页\编辑于星期六Starbucks

timelineandHistoryStarbucks1971StarbucksopensitsfirstlocationinSeattle’sPikePlaceMarket.1982HowardSchultzjoinsStarbucksasdirectorofretailoperationsandmarketing.1983HowardvisitedItaly-abuyingtripandsawthepotentialinSeattleasimilarcoffeebarculture1985OpenhisfirstcoffeebarILGiornale1987OwnersofStarbucksagreedtosellthefirmtoSchultzfor＄4million.GioranlebartookonthenameofStarbucks1991Salesshotup84percent,andthecompanyturnedprofitable.1992Schultztookthefirmpublicat＄17asharebeingtradedontheNasdaqNationalMarket-”SBUX”.2002Starbuckshasgrownfrom17coffeeshopsin1987to5,688outletsin28countriesbytheendoffiscal2002.1995StarbucksCoffeeinternationalwassetuptobuildStarbucks’sbusinessesoutsideNorthAmerica.现在是7页\一共有44页\编辑于星期六StarbucksProductsStarbucks现在是8页\一共有44页\编辑于星期六StarbucksMarketingStarbucks★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;

现在是9页\一共有44页\编辑于星期六StarbucksExpansionStarbucks20022001200019995,8864,7093,5012,498OpensinChicagoandVancouverStarbuckslocationtotal=17Introducemailcatalogwithservicetoall50statesStarbuckslocationtotal=33OpensinPortland,OregonStarbuckslocationtotal=55ExpandsheadquartersinSeattleStarbuckslocationtotal=55Offerastockoptionprogramincludespart-timeemployeesStarbuckslocationtotal=116InitialpubliccompanyonNasdaqStarbuckslocationtotal=165…1996Openfirstnon-NorthAmericanstoreinTokyo…现在是10页\一共有44页\编辑于星期六StarbucksGlobalExpansionStarbucksThefirstStarbucksstoreoutsideNorthAmerica--TokyoPeopletheretakealonglinewaitingforexperienceStarbucksculture1998FirststoreinTaipei1999FirststoreinBeijing,worldtradecenter2000FirststoreinShanghaiandHK……现在是11页\一共有44页\编辑于星期六FinancialPerformance

Starbucks现在是12页\一共有44页\编辑于星期六StarbucksHumanResourceAllemployeesatStarbucksarereferredtoas"partners",nomatterwhatjobpositiontheyoccupy.Eachpartner(evenpart-timeemployees)iseligibletoreceivehealthcare,participateintheBeanStockprogram,andgetafreepoundofcoffeeeachweek.Eachemployeeisrequiredtocompleteanextensivetrainingprogramincludesproductexpertise,acommitmenttocustomerservice,andwell-developedinterpersonalskills.ProvideagreatworkenvironmentandtreateachotherwithrespectanddignityStarbucks现在是13页\一共有44页\编辑于星期六ContentStarbucks2.StarbucksMissionandMode现在是14页\一共有44页\编辑于星期六The

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

refugethatprovidedasenseofcommunity,athird

placeforpeopletocongregatebeyondworkorthe

home,aplacethatwelcomedpeopleand

rewarded

themforcoming,andalayoutthatcouldaccommodatebothfastserviceandquietmoments."HowardSchultzIs

to‘establishStarbucksasthepremierpurveyorofthefinestcoffeeinthewordwhilemaintaininguncompromisingprinciplesaswegrow'

Starbucks现在是15页\一共有44页\编辑于星期六The

MissionRecognizethatprofitabilityisessentialtoourfuturesuccessApplythehigheststandardsofexcellencetothepurchasing,roastingandfreshdeliveryofourcoffee.Developenthusiasticallysatisfiedcustomersallofthetime.EmbracediversityasanessentialcomponentinthewaywedobusinessContributepositivelytoourcommunitiesandourenvironmentProvideagreatworkenvironmentandtreateachotherwithrespectanddignity.Sixprinciples

toinspireandnurturethehumanspirit–oneperson,onecupandoneneighborhoodatatime.Starbucks现在是16页\一共有44页\编辑于星期六EnvironmentalMissionStarbucksUnderstandingofenvironmentalissuesandsharinginformationwithourpartners

DevelopinginnovativeandflexiblesolutionstobringaboutchangeStarbucksiscommittedtoaroleofenvironmentalleadershipinallfacetsOfourbusiness.Strivingtobuy,sellanduseenvironmentallyfriendlyproductsRecognizingthatfiscalresponsibilityisessentialtoourenvironmentalfutureInstillingenvironmentalresponsibilityasacorporatevalueMeasuringandmonitoringourprogressforeachprojectEncouragingallpartnerstoshareinourmission现在是17页\一共有44页\编辑于星期六StarbucksStarbucks“We’renotinthecoffeebusinessservingpeoplebutinthepeoplebusinessservingcoffee.”------HowardSchultz现在是18页\一共有44页\编辑于星期六StarbucksModeQualityandSkillsExperienceExpansionBrandbuildingUniqueCultureAllofthesemethodsmakesaspecial“StarbucksWay”ExcellenttastebeansStrictqualitycontrolExcellentServiceShortenthewaitinglineGoodlocationSoftbeautifulmusicWirelessonlineComfortablestoreFindthebestpartnerUsingexperiencedmanagertotrainingAdaptfoodtolocaltasteAlsofitinteriortolocalarchitectureTreatemployeeasanpartnerStockownershipplanTrainingCoverbothfulltimeandparttimeemployeesChoosebestlocationleteverybodyknowthebrandCovereveryneighborhoodStarbucks现在是19页\一共有44页\编辑于星期六ContentStarbucks

3.StarbucksValueChain现在是20页\一共有44页\编辑于星期六StarbucksValueChainStarbucksBRANDVALUEPartnerQualityControlSupplierMaterialsbuyingHowacupofStarbuckscoffeeisproduced？EmployeeLocationDecorationCulture现在是21页\一共有44页\编辑于星期六StarbuckscoffeebeansbuyingStarbucksDBuybeansexclusivelyenabledStarbuckspurportedlythebestcoffeesintheworldSighlong-termcontractwithbeanplanterControlthequalitytoguaranteetheproperbalanceofflavor,body,andacidityDeveloprelationshipswiththecountriesfromwhichitbuyscoffeebeans.现在是22页\一共有44页\编辑于星期六StarbucksQualitycontrolStarbucksUsegoodqualitycoffee,freshlyroastedandfreshlygroundThegrindchosenmustbeofthecorrectfinenessforthechosenbrewingmethod.Thepotmustbecleanedandwarm.Makeonlyenoughcoffeeforyourimmediateneeds.Thecoffeewilldeteriorateifyoukeepittoolong.BeansselectBrewingRoastCoffee

现在是23页\一共有44页\编辑于星期六StarbucksLocationStarbucksLocationchoose:alwayschosethehigh-levelofficebuildings、bigshoppingmall、airport、businessstreetetc.thesetalentpeopleespeciallybusinesspeoplegatheringplacetosatisfytheirsocialrelationshipandrelaxdemandSetupmorestorestocoverthisareaThedecorationofthestoreisverycomfortablewithbeautifulviewoutsideandmovementfeelinginsidethestore.现在是24页\一共有44页\编辑于星期六StarbucksLocationStarbucksStarbuckslocationchosendependsonlocalpartners.AndTheprocedurearedividedintwoparts:LocationselectLocalpartnersseekplacebythemselvesIntermediaryBigrealestatetakeinitiativetointroducestarbuckstobuildanenvironment.ThestoreinformationwillSendtoheadquartertoassistthemtoevaluate.AndtheHQwillprovidesomestandardizeddata.Headquarterreview现在是25页\一共有44页\编辑于星期六StarbucksPartnerStarbucksFormalliancewithPepsi-cola19951996BeginsBarnes&NobleInc.relationshipFormsalliancewithCanadianbookstoreChapters

19931996FormalliancewithDreyer‘sGrandIceCream

现在是26页\一共有44页\编辑于星期六StarbucksEmployeeStarbucksEmployeesatisfactionRefuseworkoverloadChangejobinthecompany…BeanStockPlanTreatemployeeaspartnerInsurancepackage

AlotoftrainingpackagetopromoteskillsStockownershipplanHumanbasedManagementTrainingPlan现在是27页\一共有44页\编辑于星期六TheStarbucksExperienceHOMEOFFICESTARBUCKSThethirdplaceThefirstplaceThesecondplace现在是28页\一共有44页\编辑于星期六TheStarbucksExperienceNow,wecansitcomfortablytoenjoyacupofStarbuckscoffee.

现在是29页\一共有44页\编辑于星期六ContentStarbucks4.CoreCompetence现在是30页\一共有44页\编辑于星期六WhyStarbucks?StarbucksTherearesomanycoffeeproductsThisisnotonlyastory…WhyStarbucksgetssucceed?现在是31页\一共有44页\编辑于星期六WhyStarbucks?StarbucksExcellentReputationBrandLoyaltyEmployeeSatisfactionHardtoimitateCoreCompetencyBrandLoyalty:fantasticexperience,comfortablestore,music,wirelessonline….EmployeeSatisfaction:BeanStock,training,insurance….ExcellentReputation:Sticktohighqualitybeans,roastskills,excellenttaste现在是32页\一共有44页\编辑于星期六CultureCoreCompetencyStarbucksExperienceQualityStarbucksBrandandCoreCompetency现在是33页\一共有44页\编辑于星期六Quality—specializeincoffeeSecuringtheFinestRawMaterialsStarbucks’scoffeequalitybeginswiththepurchaseofhigh-qualityarabicacoffeebeans.StarbucksStarbuckscoffeeisstrictlyarabica,andthecompanyensuresthatonlythehighestqualitybeansareused.现在是34页\一共有44页\编辑于星期六Quality—specializeincoffeeThevarietyofcoffeeStarbucks’schoosearabicacoffeebeans.ItseekonlytheFinest,richestandmostinterestingbeans.StarbucksArabica

Bestquality;BestSmell;Besttaste.RobustaSuitforicecoffee.Tastenotasgoodasarabica.LibericaWorstquality.Bettertomadeinstantcoffee.现在是35页\一共有44页\编辑于星期六Quality—specializeincoffeeSecuringtheFinestRawMaterialsStarbucksRoastingthecoffeebeanisclosetoanartformatStarbucks.Starbucksoperatesmultipleroastinganddistributionfacilities.RoastingcoffeeskillsRoastersarepromotedfromwithinthecompanyandtrainedforoverayear.Roastprocedure—Qualitycontrol现在是36页\一共有44页\编辑于星期六Quality—specializeincoffeeSecuringtheFinestRawMaterialsStarbucksShortencustomerlinesatindividualstores,andincreasefoottrafficforallthestoresinanarea.Focusondetails现在是37页\一共有44页\编辑于星期六ExperienceExperienceModeTheStarbucksenvironmenthasbecomeasimportantasthecoffeeitselfStarbucksBeautifulCDs＋Wirelessinternet＋BeautifulView＋＋现在是38页\一共有44页\编辑于星期六ExperienceStarbucks100%ArabicacoffeebeansWonderfulperfectsmellLogo/colorFurniture/decorationArtsThesoundwhenmakeespressoStarbucksCDs100%Arabicacoffeebeans18-24minutesprinciple

CupsStonefloorSmellTasteVisionSoundSenseoftouchFiveSense现在是39页\一共有44页\编辑于星期六CultureStarbucksEmployeeSatisfactionandcoffeecultureandcaringforpeopleUniqueCultureAplacefors