The Slogan and SWOT Analysis for Products

組員 : 林立婷 葉榮蓉 呂淑雯 賴彥樺 楊曉蕙

Slogan

• Starbucks does not have an "advertising slogan". They have the logo

which they call the "Siren's Eye". ( 迷人的眼睛 )

• Marketing slogan: Starbucks DoubleShot. Bring on the day(Starbucks DoubleShot brand )

• Taglines: Starbucks Frappuccino. Work can wait. Smooth out your day, everyday(Starbucks Frappuccino brand)

History

• Founded ： In 1971 across from Pike Place Market in Seattle, Washington

• Founder ： Zev Siegl, Jerry Baldwin and Gordon Bowker

• Headquarters ： Seattle, Washington, USA

• the largest coffeehouse company in the world

• sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks, and items such as mugs and coffee beans

• late March 2008 -- Starbucks had more than 16,226 stores worldwide, including 11,434 stores located in the United States

• July 1, 2008 -- the company announced it was closing 600 under-performing company- owned stores and cutting U.S. expansion plans amid growing economic uncertainty

• On July 29, 2008 -- Starbucks also cut almost 1,000 non- retail jobs as part of its bid to re-energize the brand and boost its profit

NameInternational names include:• Arabic-speaking countries: ستاربكس (transliteration:

stārbaks) • China, Hong Kong, Macau, Taiwan: 星巴克 Pinyin:

xīngbākè ( 星 xīng means "star", while 巴克 is a transliteration of "-bucks")

• Israel: סטארבקס (transliteration: sṭārbaqs) • Japan: スターバックス (transliteration: sutābakkusu,

phonological: staa-bahkss) • Russia: Старбакс (transliteration: Starbaks) • South Korea: 스타벅스 (transliteration: seutabeokseu),

often used in conjunction with the English name • Quebec, Canada: Café Starbucks Coffee[39] (added the

French word to avoid controversy with local language politics)[citation needed]

• Thailand: สตาร์�บั�คส� pronounced [satāːbākʰō] • Bulgaria: Старбъкс (transliteration: Starbâks)

SWOT

analysis

Strength 優勢•the world's largest coffee

chain •sell accessories •own interior design • oversea markets•direct selling store•good image

Weakness 弱勢• expensive • High premium

Opportunity 機會• Make the best use of a large Make the best use of a large

number of chain stores play the number of chain stores play the advantages of economies of scale advantages of economies of scale

• restaurants and other strategic restaurants and other strategic alliance alliance

• Population of drinking coffee Population of drinking coffee increasingincreasing

Threaten 威脅• coffee has become a market • many alternatives • easy-to-imitate （ coffee & logo)• Caffeine is bad for health

The End