Đang tải... (xem toàn văn)
(STARBUCKS)A FAMOUS COMPANYToday, we are here to present to you about “ A famous company – Starbucks “. My presentation is in four parts. To start with history of Starbucks . Then Starbucks’s product. Next Starbucks’s achievement. Finally development strategy of Starbucks. We plan to keep sometime for question after the presentation
Presentation Introduction Good afternoon, every body! Today, we are here to present to you about “ A famous company – Starbucks “. My presentation is in four parts. To start with history of Starbucks . Then Starbucks’s product. Next Starbucks’s achievement. Finally development strategy of Starbucks. We plan to keep sometime for question after the presentation. Body 1. History of Starbucks Present in 63 countries with 21,000 stores, a legendary figure dream for any retailer, Starbucks became a symbol not only of America, but also a symbol of the aspirations of the brand business people worldwide. Starbucks Coffee's coffee brand famous worldwide, is headquartered in Seattle, Washington, USA . The Starbucks story began in 1971. The first Starbucks was opened in Seattle ,Washington, on march 30 , 1971. From just a narrow storefront, Starbucks offered some of the world’s finest fresh-roasted whole bean coffees. The name, inspired by Moby Dick, evoked the romance of the high seas and the seafaring tradition of the early coffee trade In 1981, Howard Schultz (Starbucks chairman, president and chief executive officer) had first walked into a Starbucks store. From his first cup of Sumatra, Howard was drawn into Starbucks and joined a year later. A year later, in 1983, Howard traveled to Italy and became captivated with Italian coffee bars and the romance of the coffee experience. He had a vision to bring the Italian coffeehouse tradition back to the United States. A place for conversation and a sense of community. A third place between work and home. He left Starbucks for a short period of time to start his own Il Giornale coffeehouses and returned in August 1987 to purchase Starbucks with the help of local investors. From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection. . 2.Starbucks’s production Starbucks is a retail chain of coffee and tea, beverages retailing such as coffee,Canned tea,Refresher,Baked goods,goods,Soft drinks. In 1994, Starbucks bought The Coffee Connection, gaining the rights to use, make, market, and sell the "Frappuccino" beverage The beverage was introduced under the Starbucks name in 1995 and as of 2012, Starbucks had annual Frappuccinos sales of over $2 billion. A "Skinny" line of drinks rolled out in 2008, offering lower-calorie and sugar-free versions of the company's offered drinks which use skim milk and can be sweetened by a choice of natural sweeteners (such as Sugar in the Raw, Agave Syrup, or honey), artificial sweetener (such as Sweet'N Low, Splenda, Equal), or one of the company's sugar-free syrup flavors. Starbucks stopped using milk originating from rBGH-treated cows in 2007. In June 2009, the company announced that it would be overhauling its menu and selling salads and baked goods without high-fructose corn syrup or artificial ingredients. This move was expected to attract health- and cost-conscious consumers and will not affect prices. Starbucks introduced a new line of instant coffee packets, called VIA "Ready Brew", in March 2009. It was first unveiled in New York City with subsequent testing of the product also in Seattle, Chicago and London. The first two VIA flavors include Italian Roast and Colombia, which were then rolled out in October 2009, across the U.S. and Canada with Starbucks stores promoting the product with a blind "taste challenge" of the instant versus fresh roast, in which many people could not tell the difference between the instant and fresh brewed coffee. Analysts speculated that by introducing instant coffee, Starbucks would devalue its own brand. Starbucks began selling beer and wine at some US stores in 2010. As of April 2012, it is available at seven locations and others have applied for licenses. In 2011, Starbucks introduced its largest cup size, the Trenta, which can hold 31 ounces. In September 2012, Starbucks announced the Verismo, a consumer-grade single-serve coffee machine that uses sealed plastic cups of coffee grounds, and a "milk pod" for lattes. On November 10, 2011, Starbucks Corporation announced that it had bought juice company Evolution Fresh for $30 million in cash and plans to start a chain of juice bars starting in around middle of 2012, venturing into territory staked out by Jamba Inc. Its first store released in San Bernardino, California and plans for a store in San Francisco will be launched in early 2013. In 2012, Starbucks began selling a line of iced Starbucks Refresher beverages in its stores which contain an extract from green arabica coffee beans. The beverages are fruit flavored and contain caffeine but are known for great taste with "none of the coffee flavor". Starbucks' green coffee extraction process involves soaking the beans in water. On June 25, 2013, Starbucks began to post calorie counts on menus for drinks and pastries in all of their U.S. stores. In 2014, Starbucks began producing their own line of "handcrafted" sodas, dubbed "Fizzio". Name Measurement Notes Demi 3 US fl oz (89 ml) Smallest size. Espresso shots. Short 8 US fl oz (240 ml) Smaller of the two original sizes Tall 12 US fl oz (350 ml) Larger of the two original sizes Grand e 16 US fl oz (470 ml) Italian for "large" Venti 20 US fl oz (590 ml), 24 US fl oz (710 mL) Italian for "twenty" Trenta 31 US fl oz (920 ml) Italian for "thirty" 3. Starbucks’ achievements. Starbucks is the largest coffeehouse comtpany in the world.Through many years, the company has expanded rapidly. It has 21,536 stores in 64 countries and territories, including 12,218 in the United States, 1,716 in China, 1,330 in Canada, 1,079 in Japan and 808 in United Kingdom. Between 1987 and 2007, Starbucks opened on average two new stores every day. Starbucks had been profitable as a local company in Seattle in the early 1980s[ but lost money on its late 1980s expansion into the Midwest and British Columbia. Its fortunes did not reverse until the fiscal year of 1989-1990, when it registered a small profit of $812,000. By the time it expanded into California in 1991 it had become trendy. The first store outside the United States or Canada opened in Tokyo in 1996, and overseas stores now constitute almost one third of Starbucks' stores. The company planned to open a net of 900 new stores outside of the United States in 2009,but has announced 300 store closures in the United States since 2008. Its revenue is US$ 14.89 billion (FY 2013). Starbucks also owns many subsidiaries such as: Ethos water, Evolution Fresh, Hear Music, La Boulange Bakery, Seattle’s Best Coffee, Tazo, Teavana, and Torrefazion Italia. Why Starbucks can become one of the most famouse company of coffee all over the world. And here is the answer. Schultz- CEO of Starbucks- said the secret to success in both the people behind the counter make the difference. “From the very beginning we started out not as a franchise system, but as a companysystem.- owned . We re cognized early on that if we were going to be a company-ownned system that the cutural values and guiding principles, mainly our people, are going to be the equity of the brand” , Schultz said. In the very early days, Schultz understood the link between shareholder value and the value of his people. This was evident when Starbucks recently introduced its college achievement plan and raised wages for its employees. Success is the best when it is shared. Every time we raise value for a shareholder, we raise value for our people. And that is the way Starbucks have been doing all over the world. One another things that make Starbucks success is that they have their own coffe farmers and harvesters, their own roasters, and secret recipes that are carefully followed to give that different taste something to remember. They also offer mugs, shirts, candies, and their own music and coffe liqueurs. The Starbucks family believes that it has its success because of the people. The busines is all about the people, they must be satisfied before anything else. They give great benefits to their empoyees ( famers roasters, cashiers). The partnering of the people has helped with the success of Starbucks. Getting their feedback has helped to transform these shops into something that everyone loves. It has helped them to receive faithful customers, which has made their shops grow worldwide. 4.Development strategy of Starbucks. 4.1.Strategic development goal of Starbucks In the process of formation and development of strabucks, starbucks always set out specific targets for development of brand strategy: The first, the most important goal of Starbucks is to maintain the image of a famous brand and is expected to top the world. To achieve this goal the company is attempting the operations and exploited actively expand overseas markets. Starbucks is focused growth objectives in the global market, especially in emerging markets such fascinating China, the ASEAN countries, and in the coming years is the goal established business base in the Indian market. The second, in an effort to grow the business through expansion in new markets, Starbucks not forget the objectives of maintaining brand identity through the preservation of traditional products, maintain the different experience that door their products have been brought to the customer. Not stopping there, the company is also making efforts to research and innovate in order to introduce to the market new products to meet and adapt to the changes in consumer or the difference in demand in various markets. The next goal in strategic brand development and strategy of its globalization Starbucks is becoming a responsible business community and commitment to social issues. Starbucks is known as one of the company in favor of workers. All of Starbucks employees are insured with the regime of periodic business reward. Starbucks is also now gaining sympathy of the American people for their contributions to the community and the company wants to maintain this image and it becomes difficult for guiding their business operations. 4.2. Development strategy of Starbuck a. Expanding products The expansion of Starbucks products are performing strongly in both directions is vertically and horizontally. Vertical is the company offering various product lines to suit different abilities of the client group. The products of Starbucks coffee at Starbucks, but they are very dynamic and flexible when designing their cafe. At the airport area or in the financial center, the famous business center, the Starbucks coffee is an elegant bar and in which the coffee is also expensive. There's this new line with the business, the owners and senior managers. These people always find Starbucks coffee in the appropriate place to negotiate, or relax in the reading Salong coffee party. But in supermarkets, train stations, university or crowded resort then there are Starbucks coffee Starbucks very affordable. Here there is no luxury porcelain cups or glasses shiny. Instead, we again see the cup, utensils or plastic carton paper thin "very comfortable American style" as any at a fast-food of all. Do not just stop with the expansion of the product vertically to match the ability of our customers, strategic expansion of Starbucks products also comply with the horizontal. Accordingly, the company developed the product line as providing music, wine, bread and the product will be more suitable to the needs of the market again provided after Starbucks established an entire business unit strategy for the new product line and research center in Shanghai, China. A successful example of this is Starbucks near Via instant coffee, instant coffee types have great success, not only selling in the US but also in the UK, Canada, Japan and the Philippines. b. Market expansion Along with the expansion of new product lines are always the process of expanding the market, these are two complementary activities to ensure growth targets in all companies. At Starbucks expanding market operations are conducted in two main channels. First, companies stand to open and operate new stores in new markets. According to data from the report of the company, the Starbucks stores operated by this company giving the most important revenue source at 53% of annual revenue. However, the expansion of Starbucks market relies mainly on channel lisence level, according to statistics published by the company, the Starbucks stores in the form of license contribute 63% to the revenue of the company in the market international arena. The implementation of licensing to open new stores allows Starbucks to accelerate market expansion activities and take advantage of human resources market expertise that could save resources for setting up shop operating under their new. From market research activities carefully Starbucks helped build his image as a product for the expression status and success in life. c. Promote and protect the brand. + Promote the brand through the digital media friendly. +Word of mouth + Trademark Protection d. Brand innovation. + Product Innovation. + Image innovation logo. Based on the above strategy that starbucks has captured the confidence of the majority of consumers around the world Conclusion By business strategy and strategic development of its brand, Starbucks has earned the trust and confidence of our customers with products of Starbucks coffee. Today, not only is Starbucks coffee brand that most famous American brand it became the world’s leading coffee. Almost everywhere in the world are in the presence of well-know brand Starbucks. The Starbucks coffee become a destination for coffee lovers. So, why are they so choose Starbucks? Because they know they can trust the honest services, an attractive space and a great cup of coffee is roasted in a professional manner at all time be dense phase. So, what are quilted unless, on a weekend that you treat yourself to a cup of Starbucks coffee go! I guarantee you will be satisfied with it. That brings us to the end of my presentation. Thank you for listening ! ... in life c Promote and protect the brand + Promote the brand through the digital media friendly +Word of mouth + Trademark Protection d Brand innovation + Product Innovation + Image innovation