星巴克企业发展.ppt

星巴克企业发展.ppt

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“霍华德霍华德舒尔茨把咖啡磨成了金子！

舒尔茨把咖啡磨成了金子！

”财富财富DeveloptheStarbucksCoffeeEmpireHowardSchultzThechairmanandtheCSOofStarbucksHeledapoorlifeduringhischildhoodanddreamedtoberichandinfluential.In1987,SchultzsignedtheacquisitiondocumentofStarbucks,becomingtheboss.TheHistoryofStarbucksIn1971,GeraldBaldwinandGordonwaveopenedthefirstStarbuckssellingcoffeebeansandspicesinSeattle,USA.In1987,HowardSchultzspend$fourmillionrestructuringStarbucks,exchangingStarbuckstoItaliancaf.HisideainjectedconsiderabledevelopmentpowertoStarbucks.In1992,StarbuckslistedinNasdaqmarketsuccessfully.TheInnovationofStarbucksLaunchChinesemooncakesandsuitforChinesetaste.Changingproductsaccordingtotheseason.ByFebruary2006,Starbucksopenedmorethan9,000storesworldwide,locatedinNorthAmerica,LatinAmerica,Europe,theMiddleEastandthePacificarea.StarbucksExpansionStrategyAcceleratestowardsglobalizationAlongwiththeglobalization,Starbucksdevelopedfast.However,therearealsosomeblockssuchascultureboycottAccordingtothedifferentmarket,StarbucksadoptflexibleinvestmentandcooperationmodeTheglobalexpansionlikeMcDonalds,Starbucksstartedearlyintheglobalbusiness,internationalcommercialuniversallyimplementedthreeorganizationalstructure：

Jointventurecompany，Licenseagreement，Whollyself-supporting。

Starbucks,itwillbemoreflexiblestrategyaccordingtothemarketsituationandothercountriesandregionscorrespondingcooperativemode。

Starbuckswithworldtherearefourmaincooperationmode:

1Starbucksfor100%stoke,forexample,inBritainThailand,andAustralia,2Starbucks50%equity,suchasinJapan,Korea,etc；3Starbucksinabout5%,asinChina,HongKong,TaiwanandtheHawaii4Starbucks,simplynotshareintheauthorizedmanagementsuchasPhilippines,Singapore,MalaysiaandBeijing,etc。

Now,StarbucksinmainlandChinahasthreepartners:

MeiDacoffeeCo.,LTDtoexerciseitsauthorityinnorthChina,TaiwansTongYiexerciseitsinShanghai,HangzhouandSuzhouJiangnanareasouthoftheagency,HongKong,Shenzhen（agency）belongtoaHongKongcompany.FindingyourfavoritecupThereisaGudietoStarbucksCoffeeandEspressoDrinksforyouineverycoffeeshop.Step1：

chooseyourdrinkStep2：

customizeitChooseyourdrinkBesidestheStarbucksEspressoRoast,theheartofallStarbucks,therearemanykindsofcupssuchasLatte,MochaandCappuccinowaittingforcustomers.Eachcuphasitsownfeature.Itisuptocustomers,theycanchoosetheirdrink.ChooseyourdrinkGreatbeansisthefirststepincreatingagoodcupofcoffee.AtStarbucks,theyseekoutthegreatbeanstheworldhastooffer.AndtheStarbucksbagislinedwithaspecialpolyprogplenefilmthatprotectsthebeansfromair,lightandmoisture.ChooseyourdrinkChoosingtherightbrewingequipmentisalsoimportant.IfyouhavevisitedStarbuckscoffeehouses,youknowtheyofferawidevarietyofcoffeebrewers.Itshowstheorganizationalculture:

attentiontodetallCustomizeitMaybeanextrashotofespressooneofourflavoredsyrupsisforyou.EverysingledrinkwemakeatStarbucksishandcraftedbyaSratbucksbarista.Thismeansthatyourdrinkismadejustforonecustomer,andmadeexactlythewayhewantit.CustomizeitTellthemthewayyoulikeJustlikewhattheStarbuckssaid,theyliketomakeitthewayyoulikeit.Starbucksoffersthousandsofdifferentdrinkconbinations.CustomizeitItisthebestpart.Itshowstwoorganizationalcultures:

1innovationandrisktakingtheyoffersthousandsofdifferentdrinkcombinations.2peopleorientationthereisawordthatfindingyoursispartofthefun.Soenjoyyourpersonalizeddelicious.LaborculturalTrustthelaboursas“salary”Buildhisbrandwithoutadvertisementandspendmostofmoneyintolabours.rewordsstructureandmenuwelfare1.doaresearchaboutthesalary2.workingbeyond20hours-fringebenefitstockoptionLetthelabourscontributeideasLaborscansayanythingaboutthequestionsbyTelephoneInterviewingorfilloutthechart.AsmallideacanmakethecompanyoutstandingachievementimprovealevelGoodcommunicationPasttense:

lowlevelworkNow:

waitershashonourWeare.Enthusiasticnicesmilecausalchatlookingthetableper10sPatienceCatertotherequestfromcustomersAnswercustomersvariousquestionsIntroduceournewproductionSpecializedEverylaborhasprofessionalknowledgeoncoffeeRespectthelabors,adhereto“win-win”businessphilosophy.EnvironmentlisteningSpotpianoplayClassicalbackgroundmusicComfortableandrelaxingatmosphereforthechatvisionEnjoythehigh-gradefreemagazinesandbookssmellingCoffeesmellfillintheairModern&romanticdesignforyoungloversUninterrupted&quiethoursforalonecustomersSpacious&brightviewsforfriendshappychatGrace&comfortablechairsforfamilypartyOfficial&seriousatmosphereforbusinessnegotiationHereisyourthirdlivingspaceexceptforho