资源描述：
《星巴克背景资料英文版background material of starbucks coffee》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。
1、BackgroundMaterialofStarbucksCoffee1.GeneralSituationFoundedin1971,withitsfirstshopaswellasitsheadquarterlocatedinSeattleofWashington,USA,StarbucksCoffeehasdevelopedintothemostfamouscoffeechainsintheworld.InMarch1987，HowardSchultz,themarketingmanagerofStarbucksCoffeeofthattime,bought
2、thesmallcoffeeshopandre-organizedit.Fromthenon,StarbucksCoffeejumpedoutofitsoriginalframeandbegantosellcoffeedrinks.Gradually,itdevelopedfromasmallretailshopofcoffeebeanrestrictedinSeattleintoaninternationalchain.In1922,StarbucksCoffeelisteditselfonthestockmarket,NASDAQ.Atpresent,its
3、chaincoffeeshopshaveclimbeduptomorethan13,000inthewholeworldandinChina,ithas707chainsinall.StarbucksCoffeehasmorethan30retailingproducts,includingcoffeebeansoftopclass,hand-madeespresso,hotandcoldcoffeebeverages,freshanddeliciouspastryfood,coffeemachineofrichvariety,coffeecupandsoona
4、ndsoforth.2.LOGOandItsMeaningStarbucksCoffeelauncheditsnewestLOGOin2011.Actually,Ithaschangeditslogoformanytimesonbasisofitsfirstimageofmermaid.ThenewestLOGOdeletedtheoriginalthecircleandtheword“coffee”,onlyleavingtheimageofmermaid.Thischangemeansmoreopenandfreedevelopmentmodelandpro
5、ductsofStarbucksCoffeeinthefuture.3.CoreValuesofitsEnterpriseCulture(1)Respectandrelyontheemployeesandpromotetheenterprisethroughitsownstaff.(2)Respectitsowncustomersandtakethemasfriends.(3)Respectallthesuppliersandshareinterestswiththem.(4)Returnthesociety.4.AdministrationTeam(1)Out
6、standingLeadership:CEO,SeniorVicePresidentofRetailCo.,CFO,COO.(2)CompetitiveSecondaryManagementTeam:Knowverywelltherelativeknowledgeofcoffee;Provideexcellentservice.5.PrincipleofItsExpansion(1)UnityofitsTrans-regionalDevelopment;(2)InnovationofitsTrans-regionalDevelopment;(3)Localiza
7、tion.6.BusinessModelindifferentRegionsInEurope,AmericaandothercountriesofAsia:(1)StarbucksCoffeetakeson100%equity,e.g.Britain,ThailandandAustralia;(2)StarbucksCoffeetakeson50%equity,e.g.JapanandSouthKorea;(3)StarbucksCoffeetakeson0%equityandtotallyAuthorizesOperatingRighttotheopposit
8、e,e.g.Philip
