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1、星巴克全球战略分析Starbucks2010.10Starbucks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WhoisStarbucks?StarbucksContentStarbucks1.StarbucksIntroduction2.StarbucksMissionandMode3.StarbucksValueChain4.CoreCompetence5.ThinkingandConclusionContentStarbucks1.StarbucksIntroductionSta
2、rbucksStarbucks“We’renotjustsellingacupofcoffee,weareprovidinganexperience.”------HowardSchultzStarbuckstimelineandHistoryStarbucks1971StarbucksopensitsfirstlocationinSeattle’sPikePlaceMarket.1982HowardSchultzjoinsStarbucksasdirectorofretailoperationsandmark
3、eting.1983HowardvisitedItaly-abuyingtripandsawthepotentialinSeattleasimilarcoffeebarculture1985OpenhisfirstcoffeebarILGiornale1987OwnersofStarbucksagreedtosellthefirmtoSchultzfor＄4million.GioranlebartookonthenameofStarbucks1991Salesshotup84percent,andthecomp
4、anyturnedprofitable.1992Schultztookthefirmpublicat＄17asharebeingtradedontheNasdaqNationalMarket-”SBUX”.2002Starbuckshasgrownfrom17coffeeshopsin1987to5,688outletsin28countriesbytheendoffiscal2002.1995StarbucksCoffeeinternationalwassetuptobuildStarbucks’sbusin
5、essesoutsideNorthAmerica.StarbucksProductsStarbucksStarbucksMarketingStarbucks★SameasMcDonald'sglobalexpansion,Starbucksbeganveryearlyininternationalbusinessintheworld.Organizationsolely-investedjointventureslicensingagreements1.Starbucks100%equityinterest,s
6、uchasintheUnitedKingdom,ThailandandAustralia; 2.Starbucksaccountedfor50%stake,suchasinJapan,Koreaandotherplaces; 3.Starbuckssharesaccountedforgenerallyabout5%,suchasinChina,Taiwan,HongKong,Hawaii,andShanghai 4.Starbucksdoesnotholdshares,butauthorizedtooperat
7、e,suchasinthePhilippines,Singapore,MalaysiaandBeijing;StarbucksExpansionStarbucks20022001200019995,8864,7093,5012,498OpensinChicagoandVancouverStarbuckslocationtotal=17Introducemailcatalogwithservicetoall50statesStarbuckslocationtotal=33OpensinPortland,Orego
8、nStarbuckslocationtotal=55ExpandsheadquartersinSeattleStarbuckslocationtotal=55Offerastockoptionprogramincludespart-timeemployeesStarbuckslocationtotal=116InitialpubliccompanyonNasdaqStarbuckslo
