星巴克 swot分析.ppt

1、STRENGTH WAEKNESS OPPORTUNITY THREATS,SWOT ANALYSIS about Starbucks,GROUP MEMBERS:,樊嵘：130774083 郭晶：130774085 张嘉彤：130774100 杜雪妍：130774082,CONTENTS,目 录,INTRDUCTIONS ABOUT STARBUCKS,1,INTRDUCTIONS ABOUT STARBUCKS,LOREMIPSUMDOLORSITAMET CONSECTETURADIPISICINGELIT,SEDDOEIUSMODTEMPORINCIDIDUNTUTLABOREETDO

2、LOREMAGNAALIQUA.UTENIMADMINIMVENIAM,QUISNOSTRUDEXERCITATIONULLAMCOLABORISNISIUTALIQUIPEXEACOMMODOCONSEQUAT.DUISAUTEIRUREDOLORINREPREHENDERITINVOLUPTATEVELITESSECILLUMDOLOREEUFUGIATNULLAPARIATUR.,SWOT ANALYSIS STRENGTH,2,SWOT ANALYSISSTRENGTH,VERY PROFITABLE ORGNIZATIONS,RESPECTED EMPLOYERS,FINE PROD

3、UCT AND SERVIVE,REPUTATION,VERY STRONG ETHICAL VALUES AND COMISSION STATEMENT.,SWOT ANALYSISSTRENGTH,VERY PROFITABLE ORGNIZATIONS,Starbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.The company generated revenue of more than $5000 million in the same ye

4、ar.,LOREMIPSUMDOLORSITAMET,REPUTATION,FINE PRODUCT AND SERVIVE,It is a global coffee brand built upon a reputation for fine products and services. It has almost 9000 cafe shop in almost 40 countries.,全球排名前十的咖啡店 NO.1 星巴克(Starbucks,美国) NO.2 唯咖啡(vox,德国 NO.3 沏宝(Tchibo,德国) NO.4 戴奇(Diedrich,美国) NO.5 第二杯(S

5、econdCup,加拿大) NO.6 瑟滴(SegafredoIanetti,意大利) NO.7 咖世家(Costa,英国) NO.8 麦咖啡(McCafe,美国) NO.9 咖啡豆和茶叶 (CoffeeBean&TeaLeaf,新加坡) NO.10 驯鹿(Caribou,巴林),RESPECTED EMPLOYERS,Starbucks was one of the Fortune Top 100 Companies to Work For in 2005. The company is a respected employer that values its workforce.,SWOT

6、 ANALYSISSTRENGTH,VERY STRONG ETHICAL VALUES AND COMISSION STATEMENT.,The organization has strong ethical values and an ethical mission statement as follow, Starbucks is committed to a role of environmental leadership in all facets of our business.,SWOT ANALYSISSTRENGTH,SWOT ANALYSIS WEAKNESS,3,SWOT

7、 ANALYSIS WEAKNESS,Starbucks have a systematic management of the branch stores, itself is a big challenge of any corporations. It lack the efficiency of the organization structure.,As for China, Starbucks havent realize the stocks rights control of the Chinese market. So you can imagine that it will

8、 be very difficult to coordinate different people around different areas.,SWOT ANALYSIS WEAKNESS,For the location and positioning in the prime location of Starbucks, too fast opening speed will inevitably affect Starbuckss capital chain, which further affect the companys cost control and financial d

9、ecisions.,Plus in recent years, with the development of Chinas economy, commercial real estate rental prices still have a lot of upward pressure, which will give Starbucks the future profitability of space caused by a greater risk and uncertainty.,SWOT ANALYSIS WEAKNESS,The rapid expansion of the sc

10、ale did not bring the results of Starbucks and brand promotion, but the crisis and its healthy development.,Starbucks in the expansion at the same time, in order to obtain economies of scale and achieve their financial goals. After another to reduce costs, use of assembly line to complete the servic

11、e process, cause the core of Starbucks experience of desalination and service level decreased.,SWOT ANALYSIS WEAKNESS,SWOT ANALYSIS OPPORTUNITY,4,SWOT ANALYSIS OPPORTUNITY,Starbucks are very good at taking advantage of opportunity. 星巴克是非常善于利用机遇。 In 2004 the company created a CD-burning service in th

12、eir Santa Monica (California USA) cafe with Hewlett Packard, where customers create their own music CD. 2004年公司在圣莫尼卡（美国加州）咖啡馆与惠普创建了一个CD刻录服务，在那里，顾客可以建立他们自己的音乐CD 。 New products and services that can be retailed in their cafes, such as Fair Trade products.在它的咖啡店里提供新的产品和服务，如平价产品。,SWOT ANALYSIS OPPORTUNI

13、TY,The company has the opportunity to expand its global operations.公司有机会扩大其全球业务。 New markets for coffee such as India and the Pacific Rim nations are beginning to emerge. 新的市场咖啡，如印度和太平洋沿岸地区的国家都开始出现。 Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of oth

14、er goods and services both have potential. 与其他食品和饮料制造商创建的共同品牌，品牌特许经营的其他商品和服务的制造商都很有潜力。,SWOT ANALYSIS THREATS,5,SWOT ANALYSISTHREATS,The risk of rapid expansion：急剧扩张的风险 The pressure of investment of opening new stores is huge. At the same time, because Starbucks is not allowed to join, so the operato

15、r can not be like other coffee shops rely on the profit from the franchise. 开设新店的投资压力巨大；同时，由于星巴克不允许加盟，所以经营者不能像其他咖啡店那样靠加盟金获利。,SWOT ANALYSISTHREATS, A large number of competitors： 大量的竞争者 Competitors of Starbucks can be roughly divided into four categories： 星巴克的竞争者大致可以分为4类：,SWOT ANALYSISTHREATS,Competi

16、tion in the same industry,Competition of coffee maker,Competition of convenience store,Competition of fast-food restaurant,SWOT ANALYSISTHREATS,1.咖啡同业竞争： 连锁或加盟店如西雅图咖啡、罗多伦咖啡及陆续进入市场的咖啡店及独立开店咖啡店。,SWOT ANALYSISTHREATS,2.便利商店的竞争： 便利商店随手可得的铁罐咖啡、铝罐包装咖啡、方便式随手包冲泡咖啡。,SWOT ANALYSISTHREATS,3.快餐店卖咖啡： 麦当劳快餐店、得州汉堡

17、、肯德基快餐店等以便利为主咖啡机冲泡的咖啡。,SWOT ANALYSISTHREATS,4.定点咖啡机： 驻立于机场、休息站以便利为主，随手一杯咖啡机冲泡的咖啡，或铁罐咖啡、铝铂包装咖啡。,营销策略 分析 Marketing Strategy Analysis,Marketing Strategy Analysis,一、根据世界各地不同的市场情况采取灵活的投资与合作模式 星巴克与世界各地的合作模式主要有四种情况： 1.星巴克占100股权，比如在英国、泰国和澳大利亚等地； 2.星巴克占50股权，比如在日本、韩国等地； 3.星巴克占股权较少，一般在5左右，比如在中国的台湾、香港、夏威夷和增资之前的

18、上海等地； 4.星巴克不占股份，只是纯粹授权经营，比如在菲律宾、新加坡、马来西亚和北京等地。,二、以直营经营为主 星巴克对外宣称其整个政策都是：坚持走公司直营店，在全世界都不要加盟店。 星巴克之所以采取直营方式的理由是：品牌背后是人在经营，星巴克严格要求自己的经营者认同公司的理念，认同品牌，强调动作、纪律、品质的一致性；而加盟者都是投资客，他们只把加盟品牌看作赚钱的途径，可以说，他们惟一的目的就是为了赚钱而非经营品牌。,Marketing Strategy Analysis,三、不花一分钱做广告 星巴克认为，在服务业，最重要的行销管道是分店本身，而不是广告。如果店里的产品与服务不够好，做再多的广告吸引客人来，也只是让他们看到负面的形象。星巴克不愿花费庞大的资金做广