STARBUCKS
9331337 姚嘉寧
9331376 吳幸儒
9331373 曾琬琇
Background
Began
First
The
in 1971
Store – in Seattle
Branches Stores All
Over The World
Starbucks In Taiwan
Began
in 1998
The First Store in
Taiwan –
In Tien Mu, Taipei City
The Branches Stores in
Taiwan
Products of Starbucks
Fresh
Brewed Coffee
Italian – Style Espresso
Beverages
Coffee Related Accessories &
Equipment
Coffee
Alternatives
The Inside Management of
Starbucks
Plan
Organization
More
than 4P?!
Plan
Vision
Mission
Howard Schultz’s Coffee Dream
The Company's objective is to
establish Starbucks as the most
recognized and respected brand
in the world.
Strategic Supply joy and great working
environment. Treat all the
workers with respect. Bean Stock
Operation Bean Stock
Organization
CEO
Vice General Manager
Capital
HR
Finance
Design
International General Manager
R&D
Marketing
AD
More than 4P?!
 price
 place
 promotion
 product
 passion
 personal
 people
Price
The Luxury which can be
afforded easily
140
120
STARBUCKS
100
Is coffee
80
60
丹堤
Price
40
真鍋
20
ca
M
ec
sso
pr
e
es
La
tte
ch
iat
to
M
ac
Ca
pp
uc
c
ino
0
140
120
STARBUCKS
100
Is coffee
80
60
丹堤
Pri ce
40
真鍋
20
ca
M
ec
sso
pr
e
es
ch
iat
to
M
ac
La
tte
Ca
pp
uc
c
ino
0
Promotion
The
Try
pleasant atmosphere
for free
Creative
and elaborate cookies
and goods
High
quality and reputation
Place
“The
Third Place”
a place between home and
workplace
Convenient
downtown-in order to make people
get there easily
Product
The
Best Coffee Beans
The
Freshest
Passion
Pour
all your heart into the
cups!
Good
interaction between
employees
Personal
Personal
Right
Personal
Feelings
People
Friendly
Always
and kind service
wearing smile
The Marketing and Strategy

Coffee for Starbucks

Decoration and Location

Business Serving
Coffee for Starbucks

Purchase
1 Latin America
2 The Pacific
3 Africa and Arabia
Quality
1
Aroma
2
Acidity
3
Body
4
Flavor
Decoration and Location
1.
Decoration
2
Location
Business Serving
1.
For Employee
Relationship
2
Don’t force their worker

For Customer

Analysis and Suggestion
 SWOT
Analysis
 Suggestion
of Future Development
Strengths
 STARBUCKS
is a multinational
corporation.
 It has a consummate manage
system.
 The clerks are considerate and
patient.
 STARBUCKS has regular and loyal
consumers.
 The environment is comfortable and
elegant.
Weaknesses
 The
options on the menu are not
many to choose.
 The price is still higher than others.
 The consuming customer group is
limited.
 STARBUCKS is joint venture, not
franchise organization.
 Most people still have meals in fast
food restaurants.
Opportunities
 Provide
 Open
coffee coupons.
more shops and branches.
 There
are still lots of potential
consumers need to discover.
 Provide
more product options.
Threats
 The
coffee beans are all imported.
The cost may be higher and unstable.
 Each country has a different
government policy.
 There are lots of big competitors in
Taiwan.
 The tastes and flavors may not meat
everyone.
Suggestions (I)
 Make
its shops with more
diversification and characteristics.
 Find
 Try
cooperate partners.
to stabilize the supply of
materials.
Suggestions (II)
 Narrowing
countries.
the spatial differences of
 Focus
more on the environmental
protection.
 Develop
and provide more products.
Conclusion
 Why
STARBUCKS is so successful
in Taiwan, even the whole world?
 They
have good management,
strategies, and marketing.
 STARBUCKS
could definitely be
all corporations’ model.
Thanks for Your
Attention