文档介绍：L o g o g oStarbucks战略管理第三小组L o g oWho is Starbucks?StarbucksL o g oContentStarbucks1. Starbucks Introduction2. Starbucks Mission and Mode3. Starbucks Value Chain4. petence5. Thinking and ConclusionL o g oContentStarbucks1. Starbucks IntroductionL o g oStarbucks Starbucks“We’re not just selling a cup of coffee, we are providing an experience.”------Howard SchultzL o g oStarbuckstimeline and HistoryStarbucks1971Starbucks opens its first location in Seattle’s Pike Place Schultz joins Starbucks as director of retail operations and visited Italy-a buying trip and saw the potential in Seattle a similar coffee bar culture 1985Open his first coffee bar IL Giornale1987Owners of Starbucks agreed to sell the firm to Schultz for $4 million. Gioranle bar took on the name of Starbucks1991Sales shot up 84 percent, and pany turned took the firm public at $17 a share being traded on the Nasdaq National Market-”SBUX”.2002Starbucks has grown from 17 coffee shops in 1987 to 5,688 outlets in 28 countries by the end of fiscal Coffee international was set up to build Starbucks’s businesses outside North o g oStarbucks ProductsStarbucksL o g oStarbucks MarketingStarbucks★ Same as McDonald's global expansion, Starbucks began very early in international business in the anizationsolely-invested joint ventureslicensing agreements 1. Starbucks 100% equity interest, such as in the United Kingdom, Thailand and Australia; 2. Starbucks accounted for 50% stake, such as in Japan, Korea and other places; 3. Starbucks shares accounted for generally about 5%, such as in China, Taiwan, Hong Kong, Hawaii, and Shanghai4. Starbucks does not hold shares, but authorized to operate, such as in the Philippines, Singapore, Malaysia and Beijing; L o g oStarbucks ExpansionStarbucks20022001200019995,8864,7093,5012,4981987Opens in Chicago and Vancouver Starbucks location tota