最终版星巴克战略管理案例分析.ppt
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Starbucks Starbucks “We’re not in the coffee business serving people but in the people business serving coffee .” ------Howard Schultz ;.; * Starbucks Mode Quality and Skills Experience Expansion Brand building Unique Culture All of these methods makes a special “Starbucks Way” Excellent taste beans Strict quality control Excellent Service Shorten the waiting line Good location Soft beautiful music Wireless on line Comfortable store Find the best partner Using experienced manager to training Adapt food to local taste Also fit interior to local architecture Treat employee as an partner Stock ownership plan Training Cover both full time and part time employees Choose best location let everybody know the brand Cover every neighborhood Starbucks ;.; * Content Starbucks 3. Starbucks Value Chain ;.; * Starbucks Value Chain Starbucks BRAND VALUE Partner Quality Control Supplier Materials buying How a cup of Starbucks coffee is produced? Employee Location Decoration Culture ;.; * Starbucks coffee beans buying Starbucks D Buy beans exclusively enabled Starbucks purportedly the best coffees in the world Sigh long-term contract with bean planter Control the quality to guarantee the proper balance of flavor, body, and acidity Develop relationships with the countries from which it buys coffee beans. ;.; * Starbucks Quality control Starbucks Use good quality coffee, freshly roasted and freshly ground The grind chosen must be of the correct fineness for the chosen brewing method. The pot must be cleaned and warm. Make only enough coffee for your immediate needs. The coffee will deteriorate if you keep it too long. Beans select Brewing Roast Coffee ;.; * Starbucks Location Starbucks Location choose: always chose the high-level office buildings 、big shopping mall 、airport 、business street etc. these talent people especially business people gathering place to satisfy their social relationship and relax demand Set up more stores to cover this a
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