StarbucksWord文档下载推荐.docx

StarbucksWord文档下载推荐.docx

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acharacternamedStarbuckintheclassicbook,MobyDick,andaminingcamponthebaseofMt.RainiercalledStarbo.ThesetwoinfluenceswerecombinedtocreateStarbucks（Wikipedia,2006）.

In1982,entrepreneurandcurrentchairman,HowardSchultz,joinedthecompany.WhenSchultzjoinedthecompany,hewantedtochangethecompany’sfocusawayfrominhomecoffeeproductionandcoffeebeanretailing,toalsoincludesellingcoffeedrinks.SchultzwantedtocreateanItalianespressobaratmospheretotheStarbucksCompany.Siegel,Baldwin,andBowkerdidn’tliketheidea,butin1984Schultzconvincedthe“foundersofStarbuckstotestthecoffeebarconceptinanewlocationindowntownSeattle”（Starbucks,2003）.In1985,SchultzdecidedtoleavethecompanyandstarthisownItalianespressoinspiredcompanycalledIlGiornale.In1987,SchultzgotbackingfromlocalinvestorsandpurchasedStarbucks.ShultzthenchangedthenameStarbuckstoStarbucksCorporation（Starbucks,2003）.

Today,Starbuckshasmorethan12,000storesgloballyandmorethan8,800intheUnitedStates（Reuters,2006）.

Starbucks’MissionandObjectives:

MissionStatements

Starbucksisdifferentthanmanybusinesses;

theycombineaggressivemarketingstrategieswithcorporateresponsibility.Starbuckswantstobemorethan“theworld’slargestcoffeeshopchain,”（Reuters,2006）theywanttobearesponsiblebusinessaswell.Thisnotonlybuildscustomerrelationships,italsobuildsemployee-customerrelationships.TheStarbucksgeneralmissionstatementisseparatedintosixparts,whichisasfollows:

“-Provideagreatworkenvironmentandtreateachotherwithrespectanddignity

-Embracediversityasanessentialcomponentinthewaywedobusiness

-Applythehigheststandardsofexcellencetothepurchasing,roastingandfreshdeliveryofourcoffee

-Developenthusiasticallysatisfiedcustomersallofthetime

-Contributepositivelytoourcommunitiesandourenvironment

-Recognizethatprofitabilityisessentialtoourfuturesuccess”（Starbucks,2003）Starbucksemployssolidcompanygoalsalongwiththinkingoftheenvironmentandcorporateresponsibility.

Starbucks’“EnvironmentalMissionStatement”isasfollows:

“-Understandingofenvironmentalissuesandsharinginformationwithourpartners

-Developinginnovativeandflexiblesolutionstobringaboutchange

-Strivingtobuy,sellanduseenvironmentallyfriendlyproducts

-Recognizingthatfiscalresponsibilityisessentialtoourenvironmentalfuture

-Instillingenvironmentalresponsibilityasacorporatevalue.Measuringandmonitoringourprogressforeachproject

-Encouragingallpartnerstoshareinourmission”（Starbucks,2003）

Starbuckswantstobeanenvironmentallyfriendlycompanyandtobesensitivetothis.Starbuckswantsitsemployeestojoinintheirmissionsasacompanyanditssocialresponsibilities.ArecentarticleinWorkandFamilyNewsbrieftalksabouthowStarbuckskeepstheirworkersinvolvedintheirjobsandthecompany’svalues,stating:

“Theydoitbytakingtheirmissionstatementveryseriously,saysDavePace,VPofPartnerResources;

numberoneonthestatementisprovidingagreatworkenvironmentandtreatingemployeeswithrespect.‘Ourpartners,’saysPace,‘createtheenvironmentinourstoresandmakethisaplacepeoplefeelgoodabout.Sotheyfeelempoweredandvalued,andknowthey'

remakingacontribution.’”（WorkandFamilyNewsbrief,2003）

Starbucks’Niche

Starbucksemploysaconcentratedtargetingstrategy,byinsertingthemselvesinthegourmetcoffeeniche,thecompanycanchargehigherpricesfortheircoffee.Thiscreateshigherprofitablyforthecompanybecausetheyareinthisnicheandpeoplewanttopayfortheservice.DanielGross,writerforSlate’s“Moneybox”column,says“Starbucksmustbebankingonthetheorythatthepeoplewhobuyitscoffeedon'

tjustneedcoffee,theyneedStarbuckscoffee.”（Gross,2004）ThiscreatesanicecushionforStarbuckstoincreasepriceifneedbe,suchasthefivecentpriceincreaseforcoffee’sandfiftycentincreaseforpoundcoffeeinOctoberof2006,yetStarbuckscanbeconfidentthattheircustomerswillcomeback.（Allison,2006）TheoverwhelmingmajorityofStarbuckscustomersdon’tjustwantcoffee,theywantStarbuckscoffee,andtheydon’tmindpayingforit.

FutureGrowth

Starbucks’goalis40,000stores,20,000ofwhichareinternational,and20,000plannedfortheUnitedStates.Today,therearemorethan12,000storesgloballyand8,800intheUnitedStates（Reuters,2006）.Californiaalonehasmorethan2000StarbucksinthestateofCaliforniaandWashingtonhasanaverageof11,000peopleperStarbucks.InAprilof2003,Starbuckswasopeningmorethan150storesperday,withthepurchasingofSeattle’sBestCoffeeandTorrefazioneItalia.（Wikipedia,2006）Thisenormousexpansionisstillcontinuing,withthepurchaseofrivalcoffeemakerDiedrichCoffee,inSeptember2006.NocoffeecompanyisanywherenearStarbuckssizeorpopularity.JustFoodmagazinesays,“Starbucksismorethan20timesthesizeofitsclosestcompetitor,CaribouCoffee.Ifacompetitorfailstoemerge,Starbuckswillcontinuegrowinginsizeuntilitsshopsbegintocannibalizetheirownmarkets,makingfurthergrowthunprofitable.”（JustFoods,2006）ThisisexactlywhereStarbucksisat.TheonlythingthatwillceaseStarbucksexpansionisitself.OnecornerinNewYorkCityhasaStarbucksoneverycorner,andashoppingmallinSeattlehasthreeStarbuckspositionedthroughoutthemall.Theexpansionforthiscompanyisimmenseandwillcontinueuntiltheprofitscease,whichdoesn’tseemlikeanytimesoon.

StarbucksandDiversification

Starbucksisn’tjustaonecoffeestore.Starbucksisknownforitsvarioustypesofdrinksandfood.Starbucksgivemanychoices,fromgrandenon-fatsugar-freelattestoventiextracaramelmacchiato;

customershaveavarietyofdrinkstochoosefrom.Notonlythat,Starbucksemploysthissamestrategyofdiversificationtoitsfoodofferings.AcustomercangointoaStarbucksandgetfooditemsrangingfromapplesandchocolatetoold-fashioneddonuts.Infact,Starbuckshasstartedgoingdownthehealthiertrack,withintroductionsoffruitandyogurtparfaitsandsalads.MarionNestle,authorofWhattoEat,says,“It'

shardtoeathealthyatStarbucks,portionsaretoobig,andthedrinksarefullofcalories."

（Horovitz,2006）Starbuckssawthisareaofneedandaddressedit.StarbuckshasevenstartedsellingCD’sandDVD’sattheirstores.Starbucksknowsthatvarietycansell,andtheydoagreatjobofit.ThisstrategyofDiversificationcanbedefinedas,“astrategyofincreasingsalesbyintroducingnewproductsintonewmarkets.”（Lamb,Hair,Mcdaniel,2006）Thisprocessofdiversificationiscreatesnewopportunitiesforcustomerstobuyavarietyofproductstosuitindividualneeds,andincreasesalesintheprocess.

Starbucks’Objectives

Starbuckshasverydefinedcompanyobjectivesfoundontheirwebsite,butthemostimportantisthefollowingstatements:

“TheCompany'

sobjectiveistoestablishStarbucksasthemostrecognizedandrespectedbrandintheworld.Toachievethisgoal,theCompanyplanstocontinuetorapidlyexpanditsretailoperations,growitsspecialtysalesandotheroperations,andselectivelypursueopportunitiestoleveragetheStarbucksbrandthroughtheintroductionofnewproductsandthedevelopmentofnewdistributionchannels.”（Starbucks,2006）Theobjectivesstatementistothepointandspecific.Theyclearlyexplainhowtheywanttoachievetheirgoalofbeingthe“mostrecognizedandrespectedbrandintheworld.”Thestatementhasclearlystatedmarketingobjectives,whichwouldbetobethebiggestandmostwellknowncoffeecompanyintheworld.

Starbucksdoesagreatjobofclearlylayingouttheirmarketingobjectivesandcompanygoals.Althoughthemarketingobjectivesarenotclearlystated“MarketingObjectives”withahierarchicallistofobjectiveslisted,theydoexplainkeyissues.Starbucksisveryfocusedonnotmarketingandtargetingtheirdrinkstoyoungeraudiences.ThereisalongsectionontheStarbuckswebsitecompletelydevotedtohowthecompanydoesn’twanttotargetyouthandwhattheydotosteerawayfromit.Mostoftheotherinformationcanbefoundinthe“AboutUs”pagefoundontheirwebsite.SomeofthebiggestobjectivesthatStarbuckshasare:

beingcorporatelyresponsible,beingthelargestandmostwellknowncoffeecompanyintheworld,andexpandingto40,000stores.AllofthemissionobjectiveshaveclearguidelinesonhowStarbucksisgoingtoaccomplishtheseobjectivesandsensibletimelinesforthem.MakinggoalsandcreatingbusinessobjectivesneedstohavefiveelementsthatcreatetheacronymSMART:

Specific,Measurable,Attainable,Realistic,Timely.WithStarbucks,alloftheirbusinessgoalsandobjectivescoverthefiveareasofSMARTgoalsetting,andsofartheyarereachingallthegoalsandobjectivestheyaresetting.Starbucksisagreatexampletoanycompanywiththeirgoalsandobjectives.

Starbucks’MarketingScheme

Marketingcanbedefinedas“anorganizationalfunctionandasetofprocessesforcreating,communicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.”（Lamb,Hair,Mcdaniel,2006）Starbucksisacompanythatm