Download presentation
Presentation is loading. Please wait.
1
Business Report Starbucks By Nadia, Sabrina, Vincent Date: May 18, 2006
2
Coffee Cookies Cake Chocolate Some other snacks Starbucks CDs Coffee makers and affiliated equipment The Main Business Activity
3
The Professional Background Starbucks in Taiwan – President Coffee Corporation Starbucks all over the world
4
The Overall Vision for the Company The 6 Starbucks mission statements The 7 environment mission statements Social Responsibility
5
Starbucks overview Turnover:24million (in Taiwan) Position on 2005 Fortune 500 list: # 338 Typical customer: 33 million customers worldwide per week. Locations: Starbucks is in 35 countries.
6
Starbucks overview Turnover:24million (in Taiwan) Position on 2005 Fortune 500 list: # 338 Typical customer: 33 million customers worldwide per week. Locations: Starbucks is in 35 countries.
7
State of the Market Growing steadily each year Over 7,500 stores around the world Revenue is growing by 20% a year Opening approximately three stores every day Next target market: China
8
Market Position Up market A cup of coffee costs more than NT$100 The Starbucks Experience: products, service, music, environment, etc.
9
Target Market Adults with incomes, college students, etc. Savvy and avid coffee drinkers Customers who enjoy the “ Starbucks Experience ”
10
Current Major Competitors The other coffee shops that sell similar coffee at a much more competitive price. Local copycats of Starbucks in Taiwan e.g.. Barista Coffee ( 西雅圖極品咖啡 )
11
Advertising & Promotion Little advertising and promotion after break into a new market Focus on the training and farewell of employs To enhance the service quality happy customers more customers (Word of Mouth)
12
Locations 1.Downtown a. where there are many people & heavy traffic b. in business center or shopping district 2. Large stations or rest areas
13
Starbucks SWOT Strength: A popular and famous brand, a coffee-chain giant, knowing how to sell affiliated products Weakness: The selling price is not cheap Opportunity: Developing strategic alliances with other catering trade. Threat: Lots of replacement products, Business administration is easy to be imitated by other coffee shops
14
The Required Property Factories: Canned coffee, coffee ice cream, hand-made cookies, and cakes. Special Property: Coffee makers, Starbucks staff
15
Goals, Strategic issues, and Expansion Goals: Short-term goal: Making more locations in 2006 (note: Starbucks does not have franchise) Long-term goal: Be as recognizable a brand as Coke. Strategic issues: Technology affects supply chain issues and proprietary roasting techniques. Choose most appropriate long-term strategy to grow sales and profitability.
16
Goals, Strategic issues, and Expansion Expansion: Will open more locations in Taiwan for achieving a great turnover Extend their branded product line and make some products available in retail markets (e.g. selling coffee, ice cream, cookies in 7-11.) Develop more strategic alliances (e.g. Chinatrust bank).
Similar presentations
© 2024 SlidePlayer.com Inc.
All rights reserved.