文档介绍：星巴克案例分析
营销1101班
小组成员:马志萍蒋雯卢玉楠李雪清常利蓉
联系方式:tufeyingxiao1101@
2014年10月22日
1. Identify the controllable and uncontrollable elements that Starbucks has encountered in entering global markets.
When the Starbucks encountered in entering global markets ,the controllable elements included the product,the price,the firm characteristics and the the main uncontrollable elements it faced included the political forces,the cultural forces,petitive forces and the level of technology.
The main controllable an uncontrollable elements are as follows:
Chart1 the main controllable elements
Controllable elements
Example
product
Schultz thought that offering 8 dollars sandwiches, desserts, and CDs in his stores and selling packaged coffee in supermarkets would
significantly boost sales in the late 1990s.
price
In Italian coffee is cheaper than . java and, say Italian purists, much better. Americans pay about $ for an espresso.
firm characteristics
in the aspect of cash, Starbucks is nearly free of debt, it fuels expansion with internal cash flow. In the aspect of place, the firm’s 12,000 locations in the united States are mostly in big cities, affluent suburb and shopping malls.
promotion
Starbucks is so smart that it promotes itself by relying on mystique and word-of-mouth. Therefore, it can save much money on advertising. As the case mentions, Starbucks spe