__星巴克案例分析.doc

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@126.com 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 promotion.while the main uncontrollable elements it faced included the political forces,the cultural forces,the competitive 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 U.S. java and, say Italian purists, much better. Americans pay about $1.50 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 spends only 1 percent of revenues on advertising . Source of data:the authors to sort out Chart2 the main uncontrollable elements Uncontrollable elements Example political forces the?arcane?regulations?and?generous?labor?benefits?In?France, Starbucks?should? follow?them?and?meet?the?labor’s?needs. Only?by doing?this?can?Starbucks?gain?the?popularity?and?enhance?its?sales?in?France. cultural forces French seem to be ready for sweeter ?taste. And?in?Italy,?the?coffee bars provides coffee as well as food. It is a kind of food culture. In Japan , Starbuc