星巴克企业发展.ppt

1、“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DeveloptheStarbucksCoffeeEmpireHowardSchultz The chairman and the CSO of StarbucksHe led a poor life during his childhood and dreamed to be rich and influential.In 1987,Schultz signed the acquisition document of Starbucks,becoming the boss.The History of Starbucks

2、In 1971,Gerald Baldwin and Gordon wave opened the first Starbucks selling coffee beans and spices in Seattle,USA.In 1987,Howard Schultz spend$four million restructuring Starbucks,exchanging Starbucks to Italian caf.His idea injected considerable development power to Starbucks.In 1992,Starbucks liste

3、din Nasdaq market successfully.The Innovation of StarbucksLaunch Chinese moon cakes and suit for Chinese taste.Changing products according to the season.By February 2006,Starbucks opened more than 9,000 stores worldwide,located in North America,Latin America,Europe,the Middle East and the Pacific ar

4、ea.Starbucks Expansion StrategyAccelerates towards globalization Along with the globalization,Starbucks developed fast.However,there are also some blocks such as culture boycott According to the different market,Starbucks adopt flexible investment and cooperation modeThe global expansion like McDona

5、lds,Starbucks started early in the global business,international commercial universally implemented three organizational structure：Joint venture company，License agreement，Wholly self-supporting。Starbucks,it will be more flexible strategy according to the market situation and other countries and regi

6、ons corresponding cooperative mode。Starbucks with world there are four main cooperation mode:1 Starbucks for 100%stoke,for example,in Britain Thailand,and Australia,2 Starbucks 50%equity,such as in Japan,Korea,etc；3 Starbucks in about 5%,as in China,Hong Kong,Taiwan and the Hawaii 4 Starbucks,simply

7、 not share in the authorized management such as Philippines,Singapore,Malaysia and Beijing,etc。Now,Starbucks in mainland China has three partners:MeiDa coffee Co.,LTD to exercise its authority in north China,Taiwans TongYi exercise its in Shanghai,Hangzhou and Suzhou Jiangnan area south of the agenc

8、y,Hong Kong,Shenzhen(agency)belong to a Hong Kong company.Finding your favorite cupThere is a Gudie to Starbucks Coffee and Espresso Drinks for you in every coffee shop.Step 1：choose your drinkStep 2：customize itChoose your drinkBesides the Starbucks Espresso Roast,the heart of all Starbucks,there a

9、re many kinds of cups such as Latte,Mocha and Cappuccino waitting for customers.Each cup has its own feature.It is up to customers,they can choose their drink.Choose your drinkGreat beans is the first step in creating a good cup of coffee.At Starbucks,they seek out the great beans the world has to o

10、ffer.And the Starbucks bag is lined with a special polyprogplene film that protects the beans from air,light and moisture.Choose your drinkChoosing the right brewing equipment is also important.If you have visited Starbucks coffeehouses,you know they offer a wide variety of coffee brewers.It shows t

11、he organizational culture:attention to detallCustomize itMaybe an extra shot of espresso one of our flavored syrups is for you.Every single drink we make at Starbucks is handcrafted by a Sratbucks barista.This means that your drink is made just for one customer,and made exactly the way he want it.Cu

12、stomize itTell them the way you likeJust like what the Starbucks said,they like to make it the way you like it.Starbucks offers thousands of different drink conbinations.Customize itIt is the best part.It shows two organizational cultures:1 innovation and risk taking they offers thousands of differe

13、nt drink combinations.2 people orientation there is a word that finding yours is part of the fun.So enjoy your personalized delicious.Labor culturalTrust the labours as“salary”Build his brand without advertisement and spend most of money into labours.rewords structure and menu welfare1.do a research

14、 about the salary2.working beyond 20hours-fringe benefitstock optionLet the labours contribute ideasLabors can say anything about the questions by Telephone Interviewing or fill out the chart.A small idea can make the company outstanding achievement improve a level Good communicationPast tense:low l

15、evel work Now:waiters has honourWe are.Enthusiastic nice smile causal chat looking the table per 10sPatienceCater to the request from customers Answer customers various questionsIntroduce our new production Specialized Every labor has professional knowledge on coffee Respect the labors,adhere to“win

16、-win”business philosophy.Environment listening Spot piano play Classical background music Comfortable and relaxing atmosphere for the chat vision Enjoy the high-grade free magazines and books smellingCoffee smell fill in the air Modern&romantic design for young lovers Uninterrupted&quiet hours for alone customers Spacious&bright views for friends happy chat Grace&comfortable chairs for family party Official&serious atmosphere for business negotiation Here is your third living space except for ho