星巴克英文介绍【学习资料】.doc

知识类+Table of Contents1. Introduction of Starbucks2. Development history of Starbucks3. Producut of Starbucks4. Starbucks in China5. SWOT Analysis of Starbucks1.introduction of StarbucksStarbucks Corporation (SBUX) is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 50 countries, including over 11,000 in the United States, over 1,000 in Canada, and over 700 in the United Kingdom. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and panini, pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the companys products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores.2. Development history of StarbucksStarbucks has always been a place where you can find the world’s best coffees. But in 1971, you would have had to travel all the way to our only store in Seattle’s historic Pike Place Market. l 1970s The first Starbucks opens. The name comes from Herman Melville’s Moby Dick, a classic American novel about the 19th century whaling industry. The seafaring name seems appropriate for a store that imports the world’s finest coffees to the cold, thirsty people of Seattle. l 1980s Howard Schultz joins Starbucks in 1982. While on a business trip in Italy, he visits Milan’s famous espresso bars. Impressed with their popularity and culture, he sees their potential in Seattle. He’s right – after trying lattes and mochas, Seattle quickly becomes coffee-crazy. l 1990s Starbucks expands beyond Seattle, first to the rest of the United States, then the entire world. After becoming one of the first companies to offer stock options to its part-time employees, Starbucks becomes a publicly traded company. l 2000s The Starbucks phaenomenon continues. As of this writing, Starbucks has more than 6,000 locations in over 30 countries. Dub Hay as senior vice president, Global Coffee Authority this November 3.Product of Starbucksl BeveragesEspresso(Hot espresso/ Iced espresso)Frappuccino (Blended coffee / Blended cream / Blended juice)Coffee and tea (Brewed coffee /Tea /Other favorite )l Food Breakfast (Honey Raisin Scone / Honey Raisin Toast / Blueberry Danish/ French Croissant)Afternoon (New York Cheesecake / Blueberry Cheesecake/ Chocolate Truffle Cake)Other food(Mini honey raisin scone /Mini Chocolate Muffin /Mini Apricot Financier/Mini Marble Cheese Cake)l Tea Chinese tea(Mudan White Tea /Jinxuan Oolong tea /Biluochun Green Tea )Exotic (Earl Grey/ Chai/ English Breakfast)4.Starbucks in China4.1Development history in ChinaStarbucks Coffee International (SCI) entered China market in1998 with the opening of its first store in Taipei, Taiwan. The first Starbucks store located in mainland China was opened in Beijing in January 1999 through a licensing agreement with Mei Da Coffee Co. Ltd. To support the accelerated expansion into mainland and achieve greater penetration throughout the region, the Starbucks Greater China Support Center was established in Shanghai in 2005. Since then, at the end of Q4 fiscal year 2010, there are more than 750 Starbucks locations throughout China, including Hong Kong, Macau and Taiwan. 4.2 Special products to meet the demand in China In order to gain a large share in Chinese market , Starbucks has to work out plans to develop new products to cater the consumer demands for traditional Chinese festivals. Following are the products: 1. Conbine Chinese tea to western coffee to create a wonderful flavor popular to both Chinese and westerners. 2. Chinese Zongzi (traditional Chinese rice- Pudding) on Dragon Boat Festival. 3. Mooncake on Mid-autumn Festival. 4. Special food and cups during spring festival 5.SWOT Analysis of StarbucksSTRENGHSWEAKNESSESl Innovative business modell Brand advantagel Technology advantagel New product development and innovationl Considerate customer servicel Store location advantagel The short of capitall High pricel High concentration levell Lack of diversificationOPPORTUNITIESTHREATSl E-businessl expand its global operationsl Competitorsl Cost raisingl The threat of new entersl Strengths(1) Business model of agile choiceStarbucks is good at according to different market situations all over the world take agile investment and cooperation mode.(2) Brand advantageMake full use of the "third life space" type of experience. In the center of the consumer demand from products to service, in the service to the era of experience, 。