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1、■TitlepageCONTENTS1.Introduction2.Methodology3.SituationalAnalysis一currentstrategiesStrategicCapacibilityValuechainandvaluenetworkanalysisStrategicFitAnalysis4.SegmentationTargeting&Positioning(STP)5.Differentialadvantages/weaknessesUSP.SWOTPESTLE5.Recommendedobjectivesandgoals(SM
2、ART)6.RecommendedMarketingStrategiesandProgrammes7.Conclusion8.BibliographyExecutiveSummary1.IntroductionIwilluseseveralstrategyanalysismodelslikePESTEL,5Forces,ValueChainandSWOTtomakeanall-roundassessmentofStarbucksCorporationinmainlandChina.StarbucksCorporationwasfoundedin1971,i
3、tistheoneoftheworld'sleadingprofessionalcoffeeretailers,roastersandbrandowners.In1987,thecurrentCEOMr.HowardSchultzboughtStarbucks・InJune1992,asthefirstprofessionalcoffeecompany,Starbuckssuccessfullybecamealistedenterprise・Starbuckshaslongbeencommittedtoprovidecustomerswiththehigh
4、est-qualityofcoffeeandservices,ithascreatedakindofuniqueStarbucksExperience,soastoletStarbucksbecomeawarmandcomfortableHThirdlivingspace”ofpeoplearoundtheworldbesidestheirworkplaceandresidences・Atthesametime,thecompanycontinuestoholdavarietyofactivitiestorealizeitssocialresponsibi
5、lity,makecontributionstocommunitiesandtheenvironmentalprotection,rewardpartnersandfarmersincoffeeproducingareas・StarbucksisoptimisticaboutthegreatpotentialofChinesemarket,itiscommittedtomakeChinabecomethelargestinternationalmarketoutsidetheUnitedStateinthenearfuture.SincethefirstC
6、hinesestorewasopenedinBeijinginJanuary1999,Starbuckshasopenedmorethan250storesinthemainlandtillnow.InSeptember2005,StarbucksChinaEducationProjecthasbeenestablishedtohelpimproveeducationalsituationespeciallyinthewesternregion.Bytheendof2005,StarbuckssetupStarbucksEnterpriseManageme
7、nt(China)Co.Ltd・inShanghai,whichismainlyresponsibleforthestrategicdevelopmentofgreaterChinamarket,aswellasmarketdevelopmentandoperations.2.MethodologyIwilluseavarietyofmethodologiestolayasolidfoundationofmyresearchonStarbucksbusinessinmainlandChina.IwillapplysometheorieswhichIhave
8、learnedfromclass,usebothqualitati
