最新starbucks案例优秀word范文 16页Word格式.docx
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最新starbucks案例优秀word范文 16页Word格式.docx
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starbucks案例
篇一:
星巴克案例英文分析STARBUCKS
STARBUCKS
FROMGroup6:
房天仪,张思晗,何慧华
StarbucksCorporationisaninternationalcoffeeandcoffeehousechainbasedinSeattle,Washington,whichopeneditsfirststorein1971.ThenamecomesfromaclassicAmericannovelaboutthe19thcenturywhalingindustry.Theseafaringnameseemsappropriateforastorethatimportstheworld’sfinestcoffeestothecold,thirstypeopleofSeattle.Then,StarbucksexpandsbeyondSeattle,firsttotherestoftheUnitedStates,thentheentireworldin1990s.StarbucksenteredChinamarketin1998withtheopeningofitsfirststoreinTaipei,Taiwan.Sincethen,therearemorethan750StarbuckslocationsthroughoutChina,includingHongKong,MacaoandTaiwan.Withsuchafastexpandingspeed(showninthebelowgraph),whatmakesStarbuckssosuccessful?
Fromourpointofview,itliesinitsstrategies.
PerformanceComparisonGraph
Firstofall,whatisstrategy?
AccordingtothepaperwrittenbyMichaelE.Porter,strategyisthecreationofauniqueandvaluableposition,involvingadifferentsetofactivities.Competitivestrategyisaboutbeingdifferentandchoosingadifferentstrategicpositioning.FromPorter’sview,therearethreetypesofstrategicpositionings------variety-basedpositioning,needs-basedpositioningandaccess-basedpositioning.AstoStarbucks,mainlyonthebasisofneeds-basedpositioning,iteffectivelycombinestheothertwostrategicpositionings.
Needs-basedpositioningmeansservingmostoralltheneedsofaparticulargroupofcustomers.Justlikethemissionstatedinitswebsite,Starbucksisgoingtoinspireandnurturethehumanspirit------oneperson,onecup,andoneneighborhoodatatime.Theyaregearedtotheneedsofcustomers,andtrytosatisfyeverycustomerevensomepotentialcustomerswhomayjustpassby.
Asisshownintheir10-Kreportin201XtotheSEC,Starbuckshasalwaysbelievedthateffectiveinnovationisaboutrespondingto,predictingandcreatingcustomers’needswhilestayingtruetotheir
corevalues.StarbucksisdedicatedtoprovidingeachcustomerauniqueStarbucksExperience.The
StarbucksExperienceisbuiltuponsuperiorcustomerservicesaswellascleanandwell-maintainedcompany-operatedstoresthatreflectthepersonalitiesofthecommunitiesinwhichtheyoperate,therebybuildingahighdegreeofcustomerloyalty.
Firstly,whatwewanttosayisitsquality.Starbucksispassionateaboutethicallysourcingthefinestcoffeebeans,roastingthemwithgreatcare.AccordingtotheirForm10-KreporttotheSEC,toensurecompliancewiththeirrigorouscoffeestandards,theycontrolcoffeepurchasing,roastingandpackaging,andtheglobaldistributionofcoffeeusedintheiroperations.Theypurchasegreencoffeebeansfrommultiplecoffee-producingregionsaroundtheworldandcustomroastthemtotheirexactingstandards,fortheirmanyblendsandsingleorigincoffees.Thiskingofhighqualitymeetsthedemandofsomespecificcustomerswhohaveahighrequestforthequalityofthecoffee.Andtherearefewcoffeestorescanachievesuchstandard.FromSTARBUCKSCORPORATIONForm10-KfortheFiscalYear201X,beveragesaccountformostofStarbucks’retailsales,aswellaswholebeanandsolublecoffeesalsoforasmallpart,whichindicatesitsgoodperformanceofitscoffee’squality.
Secondly,theirconsiderateserviceandconvenienceisalsoofgreatimportance.Peoplehaveconsumerpackagedgoodsincludingbothdomesticandinternationalsalesofpackagedcoffeeandteatogroceryandwarehouseclubstores.Theycanhavebreaksfromtheworriesoutside,soStarbuckshavestoreswhereyoucanmeetwithfriends,enjoyingtheelegantenvironmentintimateservices,liketheheatinsulationpaperandavarietyoftablesandchairsgivingyouadifferentmood.AccordingtotheirForm10-KreporttotheSECin201X,theirmainlycompetitorsarequick-servicerestaurantsandspecialtycoffeeshops.However,thecombinationofdifferentkindsofservicemakesStarbucksanobviousadvantagecomparedtothem,aswellascustomers’loyalty.
Thirdly,Starbucksasamultinationalcorporation,theirbranchstoresindifferentcountrieshavetheirspecialproductstomeetlocalpeople’sdemands.TaketheirChinesebranchstoresasanexample,inordertogainalargershareinChinesemarket,StarbuckshastoworkoutplanstodevelopnewproductstocatertotheconsumerdemandsforChineseandsometraditionalChinesefestivals.Forinstance,theycombineChineseteatowesterncoffeetocreateawonderfulflavorpopulartobothChineseandwesterners.What’smore,theyalsohaveChineseZongzi(traditionalChineserice-pudding)onDragonBoatFestivalandMooncakesonMid-autumnFestival.Allofthesecanmeasuretheirneeds-basedposi
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