星巴克戰(zhàn)略管理案例

星巴克全球戰(zhàn)略分析Starbucks2010.10戰(zhàn)略管理第三小組張冬張有為張芳張金莉李桂森小組成員：指導教師：霍國慶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……FinancialPerformanceStarbucksStarbucksHumanResourceAllemployeesatStarbucksarereferredtoas"partners",nomatterwhatjobpositiontheyoccupy.Eachpartner(evenpart-timeemployees)iseligibletoreceivehealthcare,participateintheBeanStockprogram,andgetafreepoundofcoffeeeachweek.Eachemployeeisrequiredtocompleteanextensivetrainingprogramincludesproductexpertise,acommitmenttocustomerservice,andwell-developedinterpersonalskills.ProvideagreatworkenvironmentandtreateachotherwithrespectanddignityStarbucksContentStarbucks2.StarbucksMissionandModeTheVision----““anauthenticcoffeeexperiencethatconveyedtheartistryofespressomaking,aplacetothinkandimagine,aspotwherepeoplecouldgatherandtalkoveragreatcupofcoffee,acomfortingrefugethatprovidedasenseofcommunity,athirdplaceforpeopletocongregatebeyondworkorthehome,aplacethatwelcomedpeopleandrewardedthemforcoming,andalayoutthatcouldaccommodatebothfastserviceandquietmoments."HowardSchultzIsto‘establishStarbucksasthepremierpurveyorofthefinestcoffeeinthewordwhilemaintaininguncompromisingprinciplesaswegrow'TheMissionRecognizethatprofitabilityisessentialtoourfuturesuccessApplythehigheststandardsofexcellencetothepurchasing,roastingandfreshdeliveryofourcoffee.Developenthusiasticallysatisfiedcustomersallofthetime.EmbracediversityasanessentialcomponentinthewaywedobusinessContributepositivelytoourcommunitiesandourenvironmentProvideagreatworkenvironmentandtreateachotherwithrespectanddignity.Sixprinciplestoinspireandnurturethehumanspirit––oneperson,onecupandoneneighborhoodatatime.EnvironmentalMissionStarbucksUnderstandingofenvironmentalissuesandsharinginformationwithourpartnersDevelopinginnovativeandflexiblesolutionstobringaboutchangeStarbucksiscommittedtoaroleofenvironmentalleadershipinallfacetsOfourbusiness.Strivingtobuy,sellanduseenvironmentallyfriendlyproductsRecognizingthatfiscalresponsibilityisessentialtoourenvironmentalfutureInstillingenvironmentalresponsibilityasacorporatevalueMeasuringandmonitoringourprogressforeachprojectEncouragingallpartnerstoshareinourmissionStarbucksStarbucks“We’renotinthecoffeebusinessservingpeoplebutinthepeoplebusinessservingcoffee.””------HowardSchultzStarbucksModeQualityandSkillsExperienceExpansionBrandbuildingUniqueCultureAllofthesemethodsmakesaspecial““StarbucksWay”ExcellenttastebeansStrictqualitycontrolExcellentServiceShortenthewaitinglineGoodlocationSoftbeautifulmusicWirelessonlineComfortablestoreFindthebestpartnerUsingexperiencedmanagertotrainingAdaptfoodtolocaltasteAlsofitinteriortolocalarchitectureTreatemployeeasanpartnerStockownershipplanTrainingCoverbothfulltimeandparttimeemployeesChoosebestlocationleteverybodyknowthebrandCovereveryneighborhoodStarbucksContentStarbucks

3.StarbucksValueChainStarbucksValueChainStarbucksBRANDVALUEPartnerQualityControlSupplierMaterialsbuyingHowacupofStarbuckscoffeeisproduced？EmployeeLocationDecorationCultureStarbuckscoffeebeansbuyingStarbucksDBuybeansexclusivelyenabledStarbuckspurportedlythebestcoffeesintheworldSighlong-termcontractwithbeanplanterControlthequalitytoguaranteetheproperbalanceofflavor,body,andacidityDeveloprelationshipswiththecountriesfromwhichitbuyscoffeebeans.StarbucksQualitycontrolStarbucksUsegoodqualitycoffee,freshlyroastedandfreshlygroundThegrindchosenmustbeofthecorrectfinenessforthechosenbrewingmethod.Thepotmustbecleanedandwarm.Makeonlyenoughcoffeeforyourimmediateneeds.Thecoffeewilldeteriorateifyoukeepittoolong.BeansselectBrewingRoastCoffeeStarbucksLocationStarbucksLocationchoose:alwayschosethehigh-levelofficebuildings、bigshoppingmall、airport、businessstreetetc.thesetalentpeopleespeciallybusinesspeoplegatheringplacetosatisfytheirsocialrelationshipandrelaxdemandSetupmorestorestocoverthisareaThedecorationofthestoreisverycomfortablewithbeautifulviewoutsideandmovementfeelinginsidethestore.StarbucksLocationStarbucksStarbuckslocationchosendependsonlocalpartners.AndTheprocedurearedividedintwoparts:LocationselectLocalpartnersseekplacebythemselvesIntermediaryBigrealestatetakeinitiativetointroducestarbuckstobuildanenvironment.ThestoreinformationwillSendtoheadquartertoassistthemtoevaluate.AndtheHQwillprovidesomestandardizeddata.HeadquarterreviewStarbucksPartnerStarbucksFormalliancewithPepsi-cola19951996BeginsBarnes&NobleInc.relationshipFormsalliancewithCanadianbookstoreChapters19931996FormalliancewithDreyer‘‘sGrandIceCreamStarbucksEmployeeStarbucksEmployeesatisfactionRefuseworkoverloadChangejobinthecompany…BeanStockPlanTreatemployeeaspartnerInsurancepackageAlotoftrainingpackagetopromoteskillsStockownershipplanHumanbasedManagementTrainingPlanTheStarbucksExperienceHOMEOFFICESTARBUCKSThethirdplaceThefirstplaceThesecondplaceTheStarbucksExperienceNow,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.StarbucksArabicaBestquality;BestSmell;Besttaste.RobustaSuitforicecoffee.Tastenotasgoodasarabica.LibericaWorstquality.Bettertomadeinstantcoffee.Quality—specializeincoffeeSecuringtheFinestRawMaterialsStarbucksRoastingthecoffeebeanisclosetoanartformatStarbucks.Starbucksoperatesmultipleroastinganddistributionfacilities.RoastingcoffeeskillsRoastersarepromotedfromwithinthecompanyandtrainedforoverayear.Roastprocedure—QualitycontrolQuality—specializeincoffeeSecuringtheFinestRawMaterialsStarbucksShortencustomerlinesatindividualstores,andincreasefoottrafficforallthestoresinanarea.FocusondetailsExperienceExperienceModeTheStarbucksenvironmenthasbecomeasimportantasthecoffeeitselfStarbucksBeautifulCDs＋Wirelessinternet＋BeautifulView＋＋ExperienceStarbucks100%ArabicacoffeebeansWonderfulperfectsmellLogo/colorFurniture/decorationArtsThesoundwhenmakeespressoStarbucksCDs100%Arabicacoffeebeans18-24minutesprincipleCupsStonefloorSmellTasteVisionSoundSenseoftouchFiveSenseCultureStarbucksEmployeeSatisfactionandcoffeecultureandcaringforpeopleUniqueCultureAplaceforsharingwithfr