星巴克的产品和发展历史品牌定位(英文)

Brand Target
• Customer experience is the core appeal of Starbucks brand equity. Just like McDonald's has been advocating the sale of joy, Starbucks, the typical American culture is gradually broken down into elements that can be experienced: ual warmth, hearing arbitrary, smell of coffee and so on. • Jesper Kunde in the "religious" pointed out: "the success of Starbucks, in the center of consumer demands from product to service, from the service to the experience in the era, Starbucks successfully created a" Starbucks experience "to create for the characteristics of the" coffee religion "."
Representative products cappuccino
Caramel Macchiato
Cafe Americano
Matcha Latte
Frappuccino
chocolate muffin
Tiramisu
Product quality
• The cornerstone of the quality of Howard Schulz Starbucks is the top of the 1971 Starbucks's first rebaked coffee beans were born when he was born. After the transformation of the Starbucks has a special procurement system. • They travel all over to Indonesia, East Africa and Latin America, with local coffee growers and exporters of communication, communication, buy the best coffee beans to ensure that all the people who love Starbucks products to the most pure coffee.
Some change
• In 1997 to enter the supermarket; • special area (Airport) and some foreign markets (such as Singapore) is authorized to take the way to join (but less than 10%); • provide low-fat milk coffee drinks • It is with the environment and the market changes with the times
2000s
The Starbucks phenomenon continues. As of this writing, Starbucks has more than 6,000 locations in over 30 countries. In addition to our excellentcoffees and espresso drinks, people now enjoy for Tazo® tea and Frapp uccino® blended beverages.
the first Starbucks was at 2000 Western Avenue; it then was relocated to 1912 Pike Place.
1970s
The first Starbucks opens. The name comes from Herman Melville’s Moby Dick, a classic American novel about the 19th century whaling industry. The seafaring name seems appropriate for a store that imports the world’s finest coffees to the cold, thirsty people of need.
• refuse to join Starbucks, do not believe that the owners will join good quality management;
• refuse to sell artificially flavored coffee beans. Starbucks dismissive of the chemical flavor to pollution top coffee beans; • refuse to enter the supermarket, Starbucks would not pour fresh coffee beans into the supermarket plastic container as its most senior metamorphic stale; • buy coffee beans.
Starbucks Mission-for customers
To inspire and nurture the human spirit— one person, one cup, and one neighborhood at a time. To make customers feel at home.
Bean stock-1991
In 1991, Starbucks introduced Bean Stock which turned eligible Starbucks employees into partners by providing the opportunity to share in the financial success of the company through Starbucks stock.
The history of Starbucks Starbucks' mission Cooperations
Starbucks
-By Lizzy
brand positioning
• The name "Starbucks" from Melville, American writer of fiction "Moby Dick" in a way very calm, charismatic chief. His hobby is drinking coffee. • Melveil has a very high status in the United States and the history of world literature, but Melveil's readership is not too much, mostly well-educated, have high cultural taste, not a man of culture is impossible to read "Moby Dick" this book, let alone to understand the character of the Starbucks. • From the Starbucks brand name, positioning can clearly define the target market: is not the general public, but a focus on enjoyment and leisure, advocating knowledge, respect people oriented and full of petty bourgeois sentiment, white-collar city.
Mia
The birth of Starbucks The source of its name The story of Starbucks
Lizzy
The brand target of Starbucks The products of Starbucks Four principles
Bella
Starbucks Mission-for staff
We’re called partners, because it’s not just a job, it’s our passion. Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect and dignity. And we hold each other to that standard.
the connection between their contributions and the growing value of the company.
Starbucks Mission-coffee
It has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them. We care deeply about all of this; our work is never done.
1990s
Starbucks expands beyond Seattle, first to the rest of the United States, then the entire world. After becoming one of the first compa nies to offer stock options to its parttime employees, Starbucks become a publicly traded company.
Starbuck's LOGO
A Brief History of Starbucks
Starbucks has always been a place where you can find the world’s best coffees. But in 1971,you would have had to travel all the way to our only store in Seattle’s historic PikePlaceMarket.
1980s Italian style
Howard Schultz joins Starbucks in 1982. Whil e on a business trip in Italy, he visits Milan’s famous espresso bars. Impressed with their p opularity and culture, he sees their potential i n Seattle. He’s right – after trying lattes and mochas, Seattle quickl y becomes coffee-crazy.