BackgroundBackgroundBegan in 1971Began in 1971
First Store – in Seattle First Store – in Seattle
The Branches Stores All The Branches Stores All Over The WorldOver The World
Starbucks In Starbucks In TaiwanTaiwan
Began in 1998Began in 1998The First Store in Taiwan – The First Store in Taiwan –
In Tien Mu, Taipei CityIn Tien Mu, Taipei CityThe Branches Stores in The Branches Stores in TaiwanTaiwan
Products of Products of StarbucksStarbucks
Fresh Brewed CoffeeFresh Brewed CoffeeItalian – Style Espresso Italian – Style Espresso
BeveragesBeveragesCoffee Related Accessories & Coffee Related Accessories &
Equipment Equipment
Coffee AlternativesCoffee Alternatives
The Inside The Inside Management of Management of
StarbucksStarbucks PlanPlan
OrganizationOrganization
More than 4P?!More than 4P?!
PlanPlanVisionVision Howard Schultz’s Coffee DreamHoward Schultz’s Coffee Dream
MissionMission The Company's objective is to The Company's objective is to establish Starbucks as the most establish Starbucks as the most recognized and respected brand recognized and respected brand in the world. in the world.
StrategicStrategic Supply joy and great working Supply joy and great working environment. Treat all the environment. Treat all the workers with respect. Bean Stockworkers with respect. Bean Stock
OperationOperation Bean StockBean Stock
OrganizationOrganization
CEO
Vice General Manager International General Manager
Capital HR Finance Design R&D Marketing AD
More than 4P?!More than 4P?!price price placeplacepromotionpromotionproductproductpassionpassionpersonalpersonalpeoplepeople
PricePriceThe Luxury which can be The Luxury which can be afforded easilyafforded easily
0
20
40
60
80
100
120
140
Price
STARBUCKS
Is coffee
丹堤
真鍋
PromotionPromotionThe pleasant atmosphere The pleasant atmosphere
Try for freeTry for free
Creative and elaborate cookies Creative and elaborate cookies and goods and goods
High quality and reputation High quality and reputation
PlacePlace““The Third Place”The Third Place” a place between home and a place between home and workplaceworkplace
ConvenientConvenientdowntown-in order to make people downtown-in order to make people get there easilyget there easily
PassionPassionPour all your heart into the Pour all your heart into the
cups!cups!
Good interaction between Good interaction between employees employees
PeoplePeopleFriendly and kind service Friendly and kind service
Always wearing smile Always wearing smile
The Marketing and The Marketing and StrategyStrategy
Coffee for StarbucksCoffee for Starbucks
Decoration and Location Decoration and Location
Business Serving Business Serving
Coffee for Coffee for StarbucksStarbucks
PurchasePurchase1 Latin America1 Latin America
2 The Pacific2 The Pacific
3 Africa and Arabia 3 Africa and Arabia
Business ServingBusiness Serving
For EmployeeFor Employee
1.1. RelationshipRelationship
22 Don’t force their workerDon’t force their worker
For CustomerFor Customer
Analysis and Analysis and SuggestionSuggestion
SWOT AnalysisSWOT Analysis
Suggestion of Future Suggestion of Future DevelopmentDevelopment
StrengthsStrengths STARBUCKS is a multinational STARBUCKS is a multinational
corporation.corporation. It has a consummate manage system.It has a consummate manage system. The clerks are considerate and patient.The clerks are considerate and patient. STARBUCKS has regular and loyal STARBUCKS has regular and loyal
consumers.consumers. The environment is comfortable and The environment is comfortable and
elegant.elegant.
WeaknessesWeaknesses The options on the menu are not The options on the menu are not
many to choose.many to choose. The price is still higher than others.The price is still higher than others. The consuming customer group is The consuming customer group is
limited.limited. STARBUCKS is joint venture, not STARBUCKS is joint venture, not
franchise organization.franchise organization. Most people still have meals in fast Most people still have meals in fast
food restaurants.food restaurants.
OpportunitiesOpportunitiesProvide coffee coupons.Provide coffee coupons.
Open more shops and branches.Open more shops and branches.
There are still lots of potential There are still lots of potential consumers need to discover.consumers need to discover.
Provide more product optionsProvide more product options..
ThreatsThreats The coffee beans are all imported. The The coffee beans are all imported. The
cost may be higher and unstable.cost may be higher and unstable. Each country has a different Each country has a different
government policy.government policy. There are lots of big competitors in There are lots of big competitors in
Taiwan.Taiwan. The tastes and flavors may not meat The tastes and flavors may not meat
everyone.everyone.
Suggestions (I)Suggestions (I) Make its shops with more Make its shops with more
diversification and characteristics.diversification and characteristics.
Find cooperate partners.Find cooperate partners.
Try to stabilize the supply of Try to stabilize the supply of materials.materials.
Suggestions (II)Suggestions (II) Narrowing the spatial differences of Narrowing the spatial differences of
countries.countries.
Focus more on the environmental Focus more on the environmental protection.protection.
Develop and provideDevelop and provide more products.more products.
ConclusionConclusionWhy STARBUCKS is so successful in Why STARBUCKS is so successful in
Taiwan, even the whole world?Taiwan, even the whole world?
They have good management, They have good management, strategies, and marketing.strategies, and marketing.
STARBUCKS could definitely be all STARBUCKS could definitely be all corporations’ model.corporations’ model.