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starbucks

starbucks. 11340696042 Hirofumi Yamazaki 11307100284 Angela 高璐. Question for Starbucks. Café chain market in the world and in China Company overview and key business figures Situation analysis of Starbucks , business model, and competitors (Costa, U.B.C)

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starbucks

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  1. starbucks 11340696042 Hirofumi Yamazaki 11307100284 Angela 高璐

  2. Question for Starbucks • Café chain market in the world and in China • Company overview and key business figures • Situation analysis of Starbucks, business model, andcompetitors (Costa, U.B.C) • What are the service focus of Starbucks? Why clients like Starbucks comparing to other café chains in China • How Starbucks create its own service style? What are the key elements? How Starbucks organize its service system? • What are the competitive advantages comparing to its competitors in China? • Marketing strategies for a Starbucks as a service brand?

  3. Contents • Overview • World café market • History • What is Starbucks • Company’s figure • Business model • Marketing strategy 2. Analysis • SWOT • Chinese market • Starbucks in China • Competitors • Obstacles • Future plan Starbacks

  4. PART1:OVERVIEW

  5. Cafe • What is café? Difficulty in defining “cafe” 1 World café market

  6. World café companies • What is café market? Difficulty in defining “cafe” 1 World café market

  7. Typical competitor McDonald’s Caribou coffee Tully’s coffee Costa coffee Discuss more in Chinese market analysis… Global, large scale companies exist in café market 1 World café market

  8. World development 1 World café market Top 10 global fast food restaurants-Forbes

  9. 2 History

  10. heritage 1972 Started in Seattle 1984 Served first “Starbucks Latte” 1987 bought by Howard Schults 1996 First shop outside North America (Tokyo) 1998 First shop in Mainland China 2001 Introduces the Starbucks Card 2009 Became world largest buyer of Fair Trade Coffee Beans 2010 Offered free Wi-Fi in the store 2 History

  11. World development More than 18000 stores Chain opens in 63 countries Expand as a global company 3 What is Starbucks

  12. Mission – one person, one cup and one neighborhood at a time. to inspire and nurture the human spirit What Starbucks wants to achieve 3 What is Starbucks

  13. Revenue Volume Achieve record financial performance in its history(2012) Achieve record financial performance in its history(2012) Accepted to all the countries! Strengthen brand position steadily Starbucks Corporation Fiscal 2012 Annual Report Revenue grows satisfactory in years 4 Company’s figure

  14. Cash flow Lot of stores opened (2011:148 2012:398) Very good fund-raising Their expanding business 4 Company’s figure Starbucks Corporation Fiscal 2012 Annual Report

  15. Business model How Starbucks make itself attractive 5 Business model

  16. 4P-Product Coffee beverage Food Related products (mug, umbrella) Coffee beans What Starbucks sell? 6 Marketing Strategy

  17. 4P-Price http://www.marketingshift.com/2009/2/coffee-wars-mcdonalds-attacks-force.cfm Contributing in making bland equity 6 Marketing Strategy

  18. 4P-Placement (Target) • Airport • Station • Sightseeing spot • Shopping area • Businessman • Student • Tourist Where and for whom they have shop in? 6 Marketing Strategy

  19. 4P-Promotion < Seldom promotion rather make bland equity 6 Marketing Strategy

  20. Value Quality Atmosphere Services PRIME 7 Summary

  21. PART2:ANALYSIS

  22. SWOT Strength Weakness Sound financial record High quality coffee Prime experience Employee management Coffee beans vulnerbility Low publicity High price Opportunity Threat Expansion to new countries Increasing product offerings Expansion to retail business High competitive market Trademark infringement Price difference of the world 6 Marketing Strategy

  23. Number of stores China Asian Pacific Characteristic in Starbucks of Asia 2 Chinese market

  24. Growing Asian market 2 Chinese market

  25. Revenue and number of shops in China 2015 1998 1 1500 1998 Started business in China 2005 Starbucks placed marketing center in Shanghai to make strategic development and find new market How Starbucks developed in China 3 Starbucks in China

  26. What done in China's market 3 Starbucks in China Consuming experience makes customer satisfaction

  27. What done in China's market As a third place Produce customer satisfaction Best staffattracts customer 3 Starbucks in China

  28. What they change to suit the market 北京 广州 天津 上海 深圳 杭州 Northern China - joint venture with Beijing Mei Da coffee company Eastern China - partnered with Taiwan-based Uni-President Southern China - worked with Maxim's Caterers in Hong Kong Dominant strategy and Regional partnerships 3 Starbucks in China

  29. What they change to suit the market Recognition of the consumer differences Partnerships Embrace tea culture Embrace the traditional tea culture 3 Starbucks in China

  30. What they change to suit the market 3 Starbucks in China Brand in Chinese characters

  31. High quality & Expensive 4 competitors

  32. Compare with Costa • Advantage: • speed • more products • Disadvantage: • the culture of UK vs fast food culture in USA • High-quality vs Coffee Express long-term competitors in the coffee market 4 Competitors

  33. Compare with UBC 4 Competitors • Earliest Brand from Taiwan • Advantage: • The first in China • From Taiwan---- Know what Chinese want • Disadvantage: • Only coffee seller, No Culture! • In the last few years, ubc`s share of the Chinese coffee market has declined by almost 30%. Everyone in the company are anxious about this problem

  34. Price Difference under media fire for high prices 5 Problems in China

  35. Price difference Western brands have a commonly accepted reputation for consistently higher quality products and services. 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. Western brands cannot effectively maintain a lower pricing strategy than local Chinese brands. under media fire for high prices 5 Problems in China

  36. Misunderstanding 包公杯 Starbucks ran into trouble after selling souvenir coffee mugs and bottles featuring an image of the 11th-century judge BaoZheng when it opened its first branch in Hefei, capital of central China’s Anhui Province … and Bao’s hometown. His face is not right and he looks like a foreigner Starbucks’ marketing strategy was disrespectful and could even be a violation of intellectual property rights Misunderstood of Chinese Culture 5 Problems in China

  37. Goal in China 6 Future plan

  38. Reference Business week Starbucks http://investing.businessweek.com/research/stocks/snapshot/snapshot.asp?ticker=SBUX The global 30 http://www.qsrmagazine.com/content/global-30 Starbucks Marketing Strategy http://www.voteforus.com/starbucksmarketingstrategy.html Starbucks Pricing Strategy http://smallbusiness.chron.com/starbucks-pricing-strategy-10544.html Coffee WarsMcDonalds and Starbucks http://www.marketingshift.com/2009/2/coffee-wars-mcdonalds-attacks-force.cfm

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