Starbucks case
星巴克什么意思
星巴克什么意思①“星巴克”是一家跨国连锁咖啡店。
②星巴克股份有限公司(英语：StarbucksCorporation，简称：星巴克，英语：Starbucks，NASDAQ：SBUX、港交所：4337、又称史塔巴克斯)是美国一家跨国连锁咖啡店，也是全球最大的连锁咖啡店。
③霍华德·舒尔茨是始创人、发源地与总部位于美国华盛顿州西雅图。
除咖啡之外，亦有茶饮等饮料，以及三明治、糕点等点心类食品。
其成立于1971年，最初仅专卖咖啡豆，在转型为现行的经营型态后开始快速展店，并成为美式生活的象征之一，部分店铺甚至与超级市场、书店等异业结盟，以复合式商店经营。
名称由来——④“星巴克”这个名字来自美国作家梅尔维尔的小说《白鲸记》中一位处事极其冷静，极具性格魅力的大副。
他的嗜好就是喝咖啡扩展资料：1971年，杰里·鲍德温，吉夫・席格和戈登·波克合作开了第一家星巴克，2018年5月8日，雀巢与星巴克缔结全球咖啡联盟，雀巢将以71.5亿美元现金收购星巴克门市以外的全球市场零售及分销星巴克品牌包装产品的权利。
在1999年于北京出现星巴克咖啡第一家分店，2000年进入上海，2002年进军华南市场。
上海一间星巴克。
星巴克咖啡连锁店主要与三家业者合资代理：美大、统一和美心。
这三家代理商的市场区域划分如下：北京美大咖啡有限公司取得中国北方的代理权，台湾统一集团取得苏浙沪地区的代理权，南方地区的代理权则由香港的美心公司取得。
星巴克在四川成都及重庆则与美心集团共同合作开发市场，大连及青岛等则由星巴克以直营的方式设立店面。
自2008年北京奥运会之后，星巴克股份有限公司收回了除苏、浙、沪、广东等地区的一切代理权，改为直营。
CaseStarbucks营销案例
CaseStarbucks营销案例Market Research Case Study - Starbucks' Entry intoChinaThe Fine Art of Market Entry - Coffee for Tea-Drinking China Starbucks has developed an internationalization strategy to enable the company to open stores and franchises in countries across the globe. Market research is at the core of many of the market entry strategies Starbucks is employing. This case study will consider how market research has strengthened Starbucks entry into the Chinese markets.Starbucks articulated an entry strategy that would address the dominant Chinese markets and that was designed to be as inoffensive with respect to the Chinese culture as possible. Instead of taking the conventional approach with advertising and promotions - which could have been seen by potential Chinese consumers as attacking their culture of drinkingtea-they positioned stores in high-traffic and high visibility locations. Moreover, Starbucks very deliberately began to bridge the gap between the tea drinking culture and the coffee drinking culture by introducing beverages in the Chinese stores that included local tea-based ingredients.Market research supported the development of Starbucks' competitive internationalization strategy. The overarching competitive strategy was to create an aspirational brand. Prospective Starbucks customers in China could look forward to what Starbucks refers toas The Third Place experience. The Starbucks experience conveys status that is highly appealing to those aspiring to Western standards or to climbing the ladder in their own culture.Market research indicates that brand consistency is important to Starbucks' customers. When Starbucks opens a new store in an emerging market like China, the best baristas are sent for the launch and to conduct training of the baristas who will carry on when once the launch has completed.Market Research Addresses the Emerging Market Political EnvironmentMarket research helped to identify the attributes of capitalism in the Peoples' Republic of China (PRC). The middle class in China has rapidly accepted Western standards as an acceptable standard of the bourgeois class. Moreover, Chinese consumers accept purchases of luxury goods as a means to pursuing quality lifestyles, and no longer consider it to be decadent or indicative of a lack of a nationalistic orientation. Capitalism in The Peoples' Republic of China supports the status conscious population that manifests its interest in keeping up with the Jones' through excessive luxury consumption.The Chinese government's support of luxury consumption is particularly apparent in certain cities in China. The second-tier city of Chengdu serves as a market research case study in Chinese governmental support of capitalism. Chengdu promotes capitalism at a levelevidenced by the presence of stores like Louis Vuitton and Cartier in its downtown. According to Chengdu Retail Industry Association, stores selling 80 percent of international luxury brands are located in Chengdu, and the city ranks just third in luxury sales after Beijing and Shanghai. It is easy to see how this national orientation toward luxury goods extends to the Starbucks brand, which is characterized by a certain degree of exclusivity.Market Research Reveals Attributes of Emerging Market Legal EnvironmentIt is essential to understand the intellectual property rights laws and licensing issues when planning market entry in an emerging market. Starbucks has used intellectual protection laws to prevent its business model and brand from being illegally copied in China. Four years after opening its first café in China - in 1999 - Starbucks had registered all its major trademarks in China. A number of Chinese businesses have overstepped legal bounds in their efforts to mimic the successful Starbucks model.The organization and structure of Starbucks' global operations was informed by market research. The organizational strategies employed by Starbucks were derived from Starbucks' experiences in other emerging markets supported an early recognition that China is not one homogeneous market. The organizational strategies employed by Starbucks addressed the many Chinese markets. The culture dominant in northern China differs radically from the culture in the eastern parts of China, as reflected in the differences in consumer spending power inland which is considerably lower than the spending power in in coastal cities. The complexity of the Chinese markets led to regional partnerships to aid in Starbucks' plans for expansion in China; the partnerships provided consumer insight into Chinese tastes and preferences that helped Starbucks localize to the diverse markets.Northern China - joint venture with Beijing Mei Da coffee companyEastern China - partnered with Taiwan-based Uni-President Southern China - worked with Maxim's Caterers in Hong KongStarbucks' competitive advantage is built on product, service,and brand attributes, many of which have been shown through market research to be important to Starbucks' customers. Western brands have an advantage over local Chinese brands because of a commonly accepted reputation for consistently higher quality products and services, a factor that establishes the Western brands as premium brands in the minds of consumers. When Western brands attempt to increase market share by cutting prices, they erode the very competitive strategy that gives them an edge in consumer perceptions. Moreover, Western brands cannot effectively maintain a lower pricing strategy than local Chinese brands. Maintain brand integrity in new markets. Starbucks' global brand is valuable and maintaining brand integrity is a fundamental focus in Starbucks' internationalization efforts. The baristas in China acted as brand ambassadors to help embed the Starbucks culture in the new market and ensure that high standards for customer service and product quality are maintained at each new and established local store.Starbucks' ability to address changing markets is honed by effective and ongoing market research. Establishing and maintaining a global Starbucks brand does not mean having a global platform or uniform global products. Starbucks marketing strategy in China was based on customization in response to diverse Chinese consumer target segmentation. Starbucks created extensive consumer taste profile analyses that are sufficiently agile to enable them to change with the market and to create an attractive East meets West product mix. Moreover, the localization effort is sufficiently flexible to permit each store to have the flexibility to choose from a wide beverage portfolio.Questions:1. Please use PETS to assess the China market potential forStarbucks2. Please explore the different market entrance options, and choose the best one forStarbucks.3. Please use STP tool to incept a China marketing strategy for Starbucks4. Please implement the China marketing strategy through a detailed plan of product,placement, price and promotion for Starbucks.。
国际商务 星巴克案例中行英文对照
Case 1: United Kingdom: 案例一：英国：
Starbucks Coffee Company Ltd (UK) is a wholly-owned subsidiary of Starbucks Corporation of the US, which is the world's largest retailer and roaster of specialist coffee.星巴克咖啡公司（英国）是星巴克公司在美国，这是世界上最大的零售商和专业咖啡烘焙的全资子公司。 It is the market leader of branded coffee shops in the UK.这是英国品牌咖啡店市场领导者。 (Caterersearch 2006) （Caterersearch 2006）
The United Kingdom was the first European country which Starbucks entered.英国是第一个欧洲国家，星巴克进入。 The UK was to be a springboard from which to internationalize its business in Europe.英国将是一个国际化的跳板，从中其在欧洲的业务。 Acquisition was therefore an efficient and fast way for Starbucks to enter into a new foreign market.因此，一个有效的收购和快速的方式为星巴克进入一个新的国外市场。
In the UK Starbucks has grown step by step until becoming recognized as one of the “Top 10 UK Best Places to Work” in 2007 (Starbucks Homepage 2008).星巴克在英国已成长，直到成为为一体的“英国十大最佳工作场所”2007年（星巴克网页2008）认可一步一步来。 In 1999, Starbucks formed an alliance with Sainsbury's. 1999年，星巴克形成了与Sainsbury的联盟。 Starbucks also acquired London coffee shops from Madisons Coffee for ￡1.4 million in 2001.星巴克还收购了伦敦一百四点○○○万英镑咖啡店从2001年的麦迪逊咖啡。 In 2002, Starbucks formed a partnership with Borders bookshops and bought 13 coffee bars from Coffee Republic for ￡2 million. 2002年，星巴克形成了伙伴关系，边框书店买了200万英镑从咖啡共和国13咖啡酒吧。 By early 2005, Starbucks had 30 concessions in supermarkets (Caterersearch 2006).到2005年初，星巴克曾在超市（Caterersearch 2006年）30优惠。 In 2006, Starbucks UK was listed as one of “UK Top 50 Best Places to Work” (ranked 34th), awarded by the Great Places to Work Institute, in partnership with the Financial Times. 2006年，星巴克英国是为一体的“英国前50名最佳工作场所”上市（排名第34），荣获由伟大的地方工作研究所与金融时报合作伙伴关系。
星巴克：一切与咖啡无关说明书
图书基本信息书名：<<星巴克>>13位ISBN编号：978750862974210位ISBN编号：7508629744出版时间：2011-10出版时间：中信出版社作者：[美] 霍华德·毕哈,珍妮·哥德斯坦页数：198译者：徐思源版权说明：本站所提供下载的PDF图书仅提供预览和简介，请支持正版图书。
更多资源请访问：前言尽管本书名为《星巴克，一切与咖啡无关》，但实际上它的确与咖啡有关——是关于人和咖啡的书。
没有人采购、运输、烘焙和准备咖啡，我们就不会有星巴克。
星巴克的精髓就在于：没有人，就不会有咖啡。
同理，尽管本书是我从星巴克发展过程中获得的领先之道，但你却不能在星巴克的任何公司指南中获得这些成功的经验。
实际上，星巴克没有任何成功的秘诀，也没有任何关于领先技能或信念的权威指南。
每个人都应找到一条属于自己的道路，来为我们所效力的企业及他人作出贡献。
现在有很多书和文章在写星巴克，每一本或每一篇都有它独特的视角。
本书以我的自身经历为基础，它是我在领导星巴克期间发现、实践和学习到的经验。
谦虚地说，我很希望这些原则和经验能帮助你找到属于你自己的成功之路并把它付诸实践。
内容概要 本书内容简介：星巴克这个很多消费者耳熟能详的咖啡品牌创建于1971年。
自1992年在纳斯达克成功上市以来，星巴克的经营一飞冲天，其销售额平均每年增长20％以上，利润平均增长率则达到30％。
经过多年的发展，星巴克已从昔日西雅图一条小小的“美人鱼”进化到今天遍布全球50多个国家和地区，连锁店达到一万多家的“绿巨人”。
星巴克的股价攀升了数十倍，收益之高超过了通用电气、百事可乐、可口可乐、微软以及IBM等大公司。
今天，星巴克公司已成为全世界闻名的咖啡零售商、烘烤商及一流品牌的拥有者，它的扩张速度让《财富》、《福布斯》等世界顶级商业杂志津津乐道。
霍华德?毕哈于1989年加入星巴克，担任高级主管，这一年，星巴克只有28家门店。
星巴克英语PPT课件
1971-1987
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7
1987-1992
• Only STARBUCKS
the word mark was registered on（注 册 ）November 18, 1986.
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8
• This is the version of the greatest advances .
1992-2011
1.As always, good service.
2. Compete with Nestle to expand market share in Europe.
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30
We are at your service
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31
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25
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• More than 12,000 stores in over 50 countries
• Mainly lie in North America , Latin America, Middle East and the Pacific Region.
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Starbuck Costa Coffe 85°c
1.STARBUCKS COFFE
• 星巴克在美国和加 拿大的学生与城市白 领中非常流行。除咖 啡外，星巴克亦有茶 、馅皮饼及蛋糕等商 品。部分星巴克店甚 至与超级市场，书店 等异业结盟，于合作 店铺内觅地开业。一 般而言，星巴克咖啡 的价格与其他类似等
- 级的竞争者相当。 1
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• 1971 诞生于美国西雅图，靠卖咖啡起家
可可碎片星冰乐double chocolaty chip frappuccino
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Chocolate Crème Whoopie Pie巧克力冰派
Starbucks Case Study 星巴克案例分析
星巴克咖啡公关案例分析
星巴克咖啡公关案例分析Analysis of The Starbucks Coffee Public Relation Case摘要：本文主要讨论星巴克咖啡公司在这次危机事件中的处理方式。
除此之外，本文还将分析星巴克公司公司在这次事件中运用的相关危机处理技巧，以及在这样的境况下，通过运用相关的公关技巧，在不利于公司的情况下怎样扭转局势。
本文还将分析和探讨星巴克公司在这次危机中的快速反应，以及果断的采取相关的措施来阻止对公众造成坏的影响。
关键字：技巧; 局势; 危机Abstract: The paper mainly discusses about the way that the starbucks company deals with this crisis.Besides,the paper still discusses the relevant skills which the company has applied to deal with the crisis. Under the circumstance, by using some relevant public relation, how does the company change the situation into a better direction? Moreover the paper still analyses and discusses the company’s quick reaction to the crisis and the company decisively has taken some measures to stop the crisis from causing a bad influence to public.Key word: skill; situation; crisis1、事件回顾2013年10月21日，记者在报道中称，对比北京、伦敦、纽约、孟买的星巴克一款354毫升拿铁咖啡的价格，北京最贵27元，孟买的最便宜，只有人民币14.6元，在伦敦和芝加哥的售价分别合人民币24.25元和19.98元。
星巴克制服准则说明书
C O L O R PA L E T T E T O P SB O T T O M S , F O O T W E A R , O U T E R W E A RBlack Gray NavyBrown Khaki WhiteY E SColor paletteWrinkle-free and clean Practical fit for food service Personal hygiene Food service safeN OHoles, tears, see-through or too revealing Graphics, typography or large logos Gym or workout apparel Hooded topsVisible undergarmentsPerfume or fragranced grooming products Temporary hair color sprays or glitter Nail polish or artificial nail coveringsJewelry on hands or forearms, including watches and wristbands (except one plain ring without stones or etchings**)**Federal food safety guidelines prohibit this contamination hazardAll colors permittedH A I R & FA C E• Certain personal hats can be worn, including a beanie, visor, short-brimmed hat, plain baseball or backless cap, slap (satin-lined cap), other secured head covering (such as headwrap, turban, or hijab) or headband (plain or knotted). Starbucks will provide a hat where required.• Hair must be secured away from the face (facial hair trimmed)• One facial piercing allowed; no larger than the size of a dime**• Earrings and ear gauges no larger than the size of a quarter**• Tattoos permitted except on face or throat; nothing obscene, profane, racist or sexual in natureA P R O N• No distractions to the apron• Clothing and accessories beneath the apron• Starbucks-issued pins (including Partner Network pins) securely fastened****Not permitted in QuebecFor certified union stores or stores undergoing organizing activity on or before May 3, 2022, a prior dress code may be in effect. For this and full dress code details, consult the store manager.This section applies to all components of Dress Code including Hair & Face, Apron, Tops, Bottoms and Footwear.T O P S• All shirts must cover armpits and mid-section• Shirts may have subdued and muted patterns; other tops in solid colors.• Starbucks-issued shirts (including Partner Network t-shirts)B O T T O M S• Solid color pants, jeggings, shorts and skirts• Leggings can only be worn under skirts or dresses; jeggings can be worn on their own • No higher than 4” above the knee and may not drag on the groundF O O T W E A R• Covers the top of the foot with a closed heel and toe • Flat heels• Leather, faux leather, suede, rubber or similar waterproof material • Socks or hosiery must be wornDRESS C O D EWe show up as our authentic selves and create genuine human connections .W e are a team of individuals who proudly showcase and wear the green apron by dressing in the approved color palette .We positively represent the Starbucks brand by wearing clean, wrinkle-free and hemmed clothing in good repair .We demonstrate our professional commitment to maintain customer and barista safety by adhering to food safety guidelines .HEAD TO TOE HEAD TO TOE HEAD TO TOE HEAD TO TOE HEAD TO TOE HEAD TO TOE© 2022 Starbucks Corporation. Internal use only | Company-Operated | 08.29.2022(excluding bottoms)。