星巴克SWOT.ppt

星巴克SWOT.ppt

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SWOTAnalysisStarbucks星巴克SWOT分析IntroductionofStarbucksIntroductionofStarbucksStarbucksisaninternationalcoffeeandcoffeehousechainbasedinSeattle,Washington.Starbucksisthelargestcoffeehousecompanyintheworld,with15,012storesin44countries.Starbuckssellsdripbrewedcoffee,espresso-basedhotdrinks,otherhotandcolddrinks,snacks,anditemssuchasmugsandcoffeebeans.Manyofthecompanysproductsareseasonalorspecifictothelocalityofthestore.Starbucks-brandicecreamandcoffeearealsosoldatgrocerystores.FromStarbucksfoundinginSeattleasalocalcoffeebeanroasterandretailer,thecompanyhasexpandedrapidly.Inthe1990s,Starbuckswasopeninganewstoreeveryworkday,apacethatcontinuedintothe2000s.Domesticgrowthhassinceslowed,althoughthecompanycontinuestoexpandinforeignmarketsandisopeningsevenstoresadayworldwide.ThefirstlocationoutsideoftheUnitedStatesandCanadawasestablishedin1990s,andtheynowconstitutealmostonethirdofStarbucksstores.BylateMarch2008,Starbuckshadmorethan16,226storesworldwide,including11,434storeslocatedintheUnitedStates.InJuly2008,thecompanyclosed600stores.Theseclosingsandlayoffshaveeffectivelyendedtheperiodofprolificgrowthandexpansionofthecompanywhichbeganinthemid-1990s.StrengthsStarbucksCorporationisaveryprofitableorganization,earninginexcessof$600millionin2004.Thecompanygeneratedrevenueofmorethan$5000millioninthesameyear.Itisaglobalcoffeebrandbuiltuponareputationforwellproductsandservices.Ithasalmost9000cafesinalmost40countries.Starbuckshasaverylowrateforthelossofitstopmanagers.Theygivevariousideasfortheirproducts.StarbuckswasoneoftheFortuneTop100CompaniestoWorkForin2005.Thecompanyisarespectedemployerthatvaluesitsworkforce.Starbucksproductisnotjustcoffee,buttheexperienceforcoffee:

atmospheremanagement,softmusic,warmlightandsoon.Starbucksusesthemodeofflexibleinvestmentsandcooperationsaccordingtothedifferentmarketsituationsaroundtheworld.Italwaysusesthedirectwaytosaleitsproducts.Theorganizationhasstrongethicalvaluesandanethicalmissionstatementasfollows,Starbucksiscommittedtoaroleofenvironmentalleadershipinallfacetsofourbusiness.Starbucksalwayslocatesinthecrowedmalsothatitgivestheconsumersthegoodcoffeeaswellasthespacetohavearest.Weaknesses（劣势）（劣势）Starbuckshasareputationfornewproductdevelopmentandcreativity.星巴克在新产品开发和创造享有声誉。

However,theyremainvulnerabletothepossibilitythattheirinnovationmayfalterovertime.然而，随着时间的推移，他们创新仍有容易受到动摇可能。

TheorganizationhasastrongpresenceintheUnitedStatesofAmericawithmorethanthreequartersoftheircafeslocatedinthehomemarket.它对于美国市场的依存度过高，超过四分三的咖啡店都开在自己的老家。

Itisoftenarguedthattheyneedtolookforaportfolioofcountries,inordertospreadbusinessrisk.有人认为他们需要寻求一个投资组合的国家，用来分散经营风险。

Theorganizationisdependantonamaincompetitiveadvantage,theretailofcoffee.该组织依赖于一个主要的竞争优势，即零售咖啡。

Thiscouldmakethemslowtodiversifyintoothersectorsshouldtheneedarise.这可能使它们在进入其他相关领域的时候行动缓慢。

Inordertoensurethatcustomers,starbuckscoffeeshopoftenopensinthedowntownarea,thisneedsalotofmoney.Itsineveryopenabranchisabout2millionyuan.为了保证客源，星巴克咖啡店往往开在市区繁华地区，这就需要大量的资金。

它在中国每开一家分店大约需要200万人民币。

vinnovationfalterovertime创新易动摇vTheproblemofthelocalization本土化问题vCompetitiveadvantageasingle竞争优势单一vCapitalproblem资金问题OpportunitiesStarbucksareverygoodattakingadvantageofopportunties.In2004thecompanycreatedaCD-burningserviceintheirSantaMonica（CaliforniaUSA）cafewithHewlettPackard,wherecustomerscreatetheirownmusicCD.Newproductsandservicesthatcanberetailedintheircafes,suchasFairTradeproducts.Thecompanyhastheopportunitytoexpanditsglobaloperations.NewmarketsforcoffeesuchasIndiaandthePacificRimnationsarebeginningtoemerge.AfterChinasentryintotheWTOandtherestoftheworldclosereconomicties,acceptmoreforeignculture,sothattheChinesearemorelikelytoacceptAmericancoffee,sothatstarbucksiseasiertoopenupnewmarketinChina.AtthesametimeoftheforeignmerchantsinChinaorimmigrationincrease,becauselifeeatinghabitscannotbechanged,forcoffeehastheverystrongdemand,thisisalsoaverygoodstarbuckstodevelopthemarketopportunityCo-brandingwithothermanufacturersoffoodanddrink,andbrandfranchisingtomanufacturersofothergoodsandservicesbothhavepotential.ThreatsThethreatofsubstituteproducts.Whoknowsifthemarketforcoffeewillgrowandstayinfavourwithcustomers,orwhetheranothertypeofbeverageorleisureactivitywillreplacecoffeeinthefuture?

Thebargainingpowerofcustomersandthebargainingpowerofsupplies.Starbucksareexposedtorisesinthecostofcoffeeanddairyproducts.Thethreatofnewentrantsandtheintensityofcompetitiverivalry.SinceitsconceptioninPikePlaceMarket,Seattlein1971,Starbuckssuccesshasleadtothemarketentryofmanycompetitorsandcopycatbrandsthatposepotentialthreats.SinceitsconceptioninPikePlaceMarket,Seattlein1971,Starbuckssuccesshasleadtothemarketentryofmanycompetitorsandcopycatbrandsthatposepotentialthreats.StarbucksmissionstatementisEstablishStarbucksasthepremierpurveyorofthefinestcoffeeintheworldwhilemaintainingouruncompromisingprincipleswhilewegrow.Thefollowingsixguidingprincipleswillhelpusmeasuretheappropriatenessofourdecisionsmore.ThengobacktoStarbucks.ConclusionAsamultinationalchain,Starbuckshasasuccessfulhistoryofinternationalmarketexpansion，itsalsolegendaryinterpretationofthehistoryofStarbucksStarbucksisthelifebloodofsuccessfulbrandmarketingrequirescreativityandpassion.Inthiseyeeconomictimes,inordertoattractmorepeoplesattention,themostimportantthingistoproduceinnovative,differentiatedform,soastobringtheattentionofconsumerproductsintoconsumerbehavior.StarbucksraisesitsbrandstrategyinnovationcultureinthecontinueddevelopmentofitsuniqueStarbucksbrandintothedynamicandtimeless.Themthroughcoffeethisvector,theStarbucksauniquestylethatsentcustomerstothecoffeeshopcultureinfectedwithcustomerstocreatetheenvironment,createagoodinteractiveexperience,whileprovidinghighqualityservicesandinnovativedistributionchannels,therebypromotebusinessdevelopmentTheendThankyou!