STARBUCKSSTARBUCKS

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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

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STARBUCKS

Is coffee

丹堤

真鍋

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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

ProductProduct

The Best Coffee Beans The Best Coffee Beans

The Freshest The Freshest

PassionPassionPour all your heart into the Pour all your heart into the

cups!cups!

Good interaction between Good interaction between employees employees

PersonalPersonal

Personal RightPersonal Right

Personal FeelingsPersonal Feelings

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

QualityQuality1 1 AromaAroma

2 Acidity 2 Acidity

3 Body3 Body

4 Flavor4 Flavor

Decoration and Decoration and LocationLocation

1.1. Decoration Decoration

22 Location Location

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.

Thanks for Your Thanks for Your AttentionAttention