Starbucks星巴克英文介绍

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星巴克英文简介

A Sample of Company Profile: StarbucksThe Starbucks StoryOur story began in 1971. Back then we were a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattle’s Pike Place Market. Today, we are privileged to connect with millions of customers every day with exceptional products and more than 30,000 retail stores in 80 markets.FolkloreStarbucks is named after the first mate in Herman Melville’s Moby Dick. Our logo is also inspired by the sea – featuring a twin-tailed siren from Greek mythology. Starbucks MissionOur mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.Our CoffeeWe’ve always believed in serving the best coffee possible. It's our goal for all of our coffee to be grown under the highest standards of quality, using ethical sourcing practices. Our coffee buyers personally travel to coffee farms in Latin America, Africa and Asia to select high quality beans. And our master roasters bring out the balance and rich flavor of the beans through the signature Starbucks Roast.Our StoresOur stores are a neighborhood gathering place for meeting friends and family. Our customers enjoy quality service, an inviting atmosphere and an exceptional beverage. Total stores: 30,000 across 80 markets (as of June 30, 2019)Our PartnersWe offer some of the finest coffees in the world, grown, prepared and served by the finest people. Our employees, who we call partners, are at the heart of the Starbucks Experience.We believe in treating our partners with respect and dignity. We are proud to offer several landmark programs for our partners, including comprehensive health coverage for eligible full- and part-time partners, access to full college tuition coverage through the Starbucks College Achievement Plan, and equity in the company through Bean Stock.Our ProductsStarbucks offers a range of exceptional products that customers enjoy in our stores, at home, and on the go.Coffee: More than 30 blends and single-origin premium coffees.Handcrafted Beverages: Fresh-brewed coffee, hot and iced espresso beverages, Iced Coffee, Cold Brew, Nitro, Frappuccino® coffee and non-coffee blended beverages, Starbucks Refreshers® beverages, and Teavana® teas.Merchandise: Coffee-and tea-brewing equipment, mugs and accessories, packaged goods, books and gifts.Fresh Food: Baked pastries, cold and hot sandwiches, salads, salad and grain bowls, oatmeal, yogurt parfaits and fruit cups.Consumer products available where groceries are soldCoffee and Tea: Whole bean and ground coffee (Starbucks and Seattle’s Best Coffee brands), Starbucks VIA® Instant, Starbucks espresso capsules available on the Nespresso and Nescafé Dolce Gusto systems, Starbucks® Coffee K-Cup® pods, Starbucks® and Teavana® Verismo® pods.Ready-to-Drink (RTD): Starbucks® bottled Frappuccino® coffee drinks, Starbucks Iced Latte, Single Serve Cold Brew, Doubleshot® Coffee Smoothies, Teavana Craft Iced Teas, Teavana Sparkling Craft Iced Teas, Starbucks Discoveries® chilled cup coffees, Starbucks Discoveries Iced Café Favorites®, Starbucks Iced Coffee, Starbucks Doubleshot® espresso drinks, Starbucks Doubleshot® Energy Coffee drinks; Starbucks Refreshers® beverages, Evolution Fresh™ bottled juices.Brand PortfolioStarbucks Coffee, Seattle’s Best Coffee, Teavana, Evolution Fresh, Ethos Water and Torrefazione Italia Coffee.Investor InformationStarbucks went public on June 26, 1992 at a price of $17 per share (or $0.53 per share, adjusted for subsequent stock splits) and closed trading that first day at $21.50 per share.Starbucks was incorporated under the laws of the State of Washington, in Olympia, Washington, on Nov. 4, 1985.Starbucks Corporation's common stock is listed on NASDAQ, under the trading symbol SBUX.For more information, please visit Starbucks Investor RelationsBeing a Responsible CompanyAt Starbucks, we have always believed in the importance of building a great, enduring company that strikes a balance between profitability and a social conscience.It started with our early travels to the places where our coffee is grown, understanding that our future is inextricably tied to the futures of farmers and their families. We nurtured personal relationships and built a global network of support to create a new way to produce coffee: one that is sustainable, transparent and good for people and the planet. As the threats of climate change have grown, we have been working to help coffee farms adapt and find innovative solutions in how we build and operate our stores, while reducing the environmental impact of our cups, straws and lids.Our stores are often the heart of a neighborhood, and we strive to make each one a welcoming and inclusive Third Place. As we have grown, so too has our opportunity to make a positive impact, from alleviating hunger through our food donation program to making investments in local partnerships and coffee-and tea-origin communities through The Starbucks Foundation.Stitching all these efforts together is a common thread – a green thread – one that is woven in the fabric of our company by the more than 300,000 men and women who proudly wear the green apron. We are dedicated to making our partners proud, providing pay equity and investing in their success. And we are working to hire veterans and military spouses, refugees, Opportunity Youth and those formerly incarcerated, and helping them build their futures once they are with us.As it has been from the beginning, our purpose goes far beyond profit. We believe in the pursuit of doing good.。

星巴克英文介绍

盛年不重来，一日难再晨。

及时宜自勉，岁月不待人。

Table of Contents1.Introduction of Starbucks2.Development history of Starbucks3.Producut of Starbucks4.Starbucks in China5.SWOT Analysis of Starbucks1.introduction of StarbucksStarbucks Corporation (SBUX) is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 50 countries, including over 11,000 in the United States, over 1,000 in Canada, and over 700 in the United Kingdom.Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and panini, pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores.2.Development history of StarbucksStarbucks has always been a place where you can find the world’s best coffe es. But in 1971, you would have had to travel all the way to our only store in Seattle’s historic Pike Place Market.●1970sThe 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 Seattle.●1980sHoward Schultz joins Starbucks in 1982. While on a business trip in Italy, he visits Milan’s famous espresso bars. Impressed with their popularity and culture, he sees their potential in Seattle. He’s right – after trying lattes and mochas, Seattle quickly becomes coffee-crazy.●1990sStarbucks expands beyond Seattle, first to the rest of the United States, then the entire world. After becoming one of the first companies to offer stock options to its part-time employees, Starbucksbecomes a publicly traded company.●2000sThe Starbucks phaenomenon continues. As of this writing, Starbucks has more than 6,000 locations in over 30 countries.Dub Hay as senior vice president, Global Coffee Authority this November3.Product of Starbucks●BeveragesEspresso(Hot espresso/ Iced espresso)Frappuccino(Blended coffee / Blended cream / Blended juice)Coffee and tea(Brewed coffee /Tea /Other favorite )●FoodBreakfast(Honey Raisin Scone / Honey Raisin Toast / Blueberry Danish/ French Croissant)Afternoon(New York Cheesecake / Blueberry Cheesecake/ Chocolate Truffle Cake)Other food(Mini honey raisin scone /Mini Chocolate Muffin /Mini Apricot Financier/Mini Marble Cheese Cake) ●TeaChinese tea(Mudan White Tea /Jinxuan Oolong tea /Biluochun Green Tea )Exotic(Earl Grey/ Chai/ English Breakfast)4.Starbucks in China4.1Development history in ChinaStarbucks Coffee International (SCI) entered China market in1998 with the opening of its first store in Taipei, Taiwan. The first Starbucks store located in mainland China was opened in Beijing in January 1999 through a licensing agreement with Mei Da Coffee Co. Ltd. To support the accelerated expansion into mainland and achieve greater penetration throughout the region, the Starbucks Greater China Support Center was established in Shanghai in 2005. Since then, at the end of Q4 fiscal year 2010, there are more than 750 Starbucks locations throughout China, including Hong Kong, Macau and Taiwan.4.2 Special products to meet the demand in ChinaIn order to gain a large share in Chinese market , Starbucks has to work out plans to develop new products to cater the consumer demands for traditional Chinese festivals.Following are the products:1.Conbine Chinese tea to western coffee to create a wonderful flavor popular to both Chinese andwesterners.2. Chinese Zongzi (traditional Chinese rice- Pudding) on Dragon Boat Festival.3. Mooncake on Mid-autumn Festival.4. Special food and cups during spring festival5.SWOT Analysis of StarbucksStrengths(1) Business model of agile choiceStarbucks is good at according to different market situations all over the world take agile investment and cooperation mode.(2) Brand advantageMake full use of the "third life space" type of experience. In the center of the consumer demand from products to service, in the service to the era of experience, Starbucks successfully created a to create "Starbucks experience" for the characteristics of the "coffee religion", Starbucks and general coffee shop different places is endowed with a cup of coffee more rich experience and deeper cultural connotation.(3) Technology advantageStarbucks has always been the pursuit of quality excellence, adhere to provide customers highSTRENGHSWEAKNESSESInnovative business model Brand advantage Technology advantageNew product development and innovation Considerate customer service Store location advantageThe short of capital High priceHigh concentration level Lack of diversificationOPPORTUNITIESTHREATSE-businessexpand its global operationsCompetitors Cost raisingThe threat of new entersquality products. In order to let all love Starbucks can enjoy the most pure coffee, Starbucks is very critical and demanding for raw materials, whether the transportation of coffee beans, baking, preparation or finally put the coffee end to the customer of the that moment, everything must comply with the most stringent standards. In addition, Starbucks has more than 30 money hand-made espresso and coffee in hot drinks, coffee species diversity, both pure, also have instant; Both Italian and Latin American taste, to meet the different tastes of consumers.(4) New product development and innovationStarbucks in the innovation has been walking in the front of the coffee chain, from cappuccino, frappuccino, coffee taste beer and other new creative great success, to the invested heavily to espresso extraction technology research and development success, all show that the Starbucks in innovation has a lot of advantages.Starbucks is also in the internationalization and localization between seek a natural fusion, in March 2010, Starbucks will be unique "Starbucks experience" further extends to the Chinese consumers favorite tea drinks field, which contains Chinese tea and exotic tea two kinds of tea products, including nine precipitated in the global tea drink Starbucks on the rich experience.(5) Considerate customer serviceIn the service process, Starbucks implement a "constant system" of the "one to one", really sincere service for client consider.(6) Store location advantageFully occupy the favorable business circle. For coffee retail sector, good location is set up shop a very important component of success, Starbucks coffee in the store location is in the center of the basic choice or prosperous business people crowded sections, and strive to make customers anytime, anywhere can find Starbucks.●Weaknesses(1)The short of capitalWhenever Starbucks plan to open a new shop, it would always be put in the most prosperous location of the city. Just in Shanghai, it needs 2 millions to open a new shop. It means that how to solve the demand of capital, labor and reserve resources is a big challenge for Starbucks.(2)High priceThe price level of Starbucks is higher than corporations in the same industry. It concentrate on developing the high-end product and give up the profit from the low-income people. It will lead a high risk for Starbucks’ daily operation. Because Once(3)High concentration levelThe organization has a strong presence in the United States of America with more than three quarters of their cafes located in the home market. It is often argued that they need to look for a portfolio of countries, in order to spread business risk.(4)Lack of diversificationThe organization is dependant on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise.●Opportunities1) Starbucks are very good at taking advantage of opportunities.2) In 2004 the company created a CD-burning service in their Santa Monica (California USA)cafe with Hewlett Packard, where customers create their own music CD.3)New products and services that can be retailed in their cafes, such as Fair Trade products.4)The company has the opportunity to expand its global operations. New markets for coffee suchas India and the Pacific Rim nations are beginning to emerge.5)Co-branding with other manufacturers of food and drink, and brand franchising to manufacturersof other goods and services both have potential.6)e-business.Starbucks has the courage to try something challenging and innovative, for example, the construction of ‘the third space’, taking advantage of e-business.ThreatsAfter rapidly expanding, there exist a potential risk that the burden of set new cooperate chain is heavy. At the same time, because Franchisee is not allowed, operato rs can’t wait for benefits rely on its initial fee. There are a lot of competitors in potential and reality.What’s more, no one knows if the market for coffee will grow and stay in favor with customers, or whether another type of beverage or leisure activity will replace coffee in the future. Starbucks are facing with treats as follows:(1) Cost raisingStarbucks are exposed to rises in the cost of coffee and dairy products.(2) The threat of new entersSince its conception in Pike Place Market, Seattle in 1971, Starbucks' success has lead to the market entry of many competitors and copy cat brands that pose potential threats.(3)CompetitorsMainland China market existing Taiwan Shang Dao coffee, Japan really pot of coffee, and other coffee later into china ,Starbucks coffee among all as its biggest competitor, "coffee wars" royaltieshave become inevitable.Starbucks mission statement is 'Establish Starbucks as the premier purveyor of the finest coffee in the world.’ Facing with the competition from the c offee industry, the convenience store, fast food restaurant and coffee machine, Starbucks have a long way to go in the future.Solution• Starbucks should take price discrimination strategy, which means it should offer products with different price levels for people with different income level.• Starbucks should set up a road map to achieve diversification, not only sell coffee , but also the cake, fruit salad and so on.• Starbucks should have regular research for the better understanding of its comp etitors and better service for its consumers.。

Starbucks星巴克英文介绍PPT53011

20192/512/9
• Caffe Mocha with extra rich, full-bodied espresso. • 让摩卡多一份浓缩咖啡，更添浓厚馥郁。
20192/612/9
• Expertly steamed milk poured over ristretto shots of expresso and finished with a Starbucks signature dot.
• This is the very essence of coffee, in its most concentrated form.
• 这是咖啡的精粹，以浓缩的方式显现。星巴克浓缩咖啡带点焦糖味道，浓厚馥郁。
20191/912/9
• Despite the name, this is actually a European way to enjoy coffee: espresso with hot water.
market, NASDAQ.
2019/912/9
如果巴西下雨就买星巴克股票
巴西下雨
咖啡豆丰收
咖啡豆价格下跌
星巴克成本降低
星巴克利润增加
股价上扬
2019/12/9
10
Starbucks has 23,132 subbranches(分店) in
over 63 countries.
20191/112/9
• 榛果风味的芬芳弥漫于拿铁的醇香，温暖美好。
20192/412/9
• Delicious Starbucks mocha chocolate, espresso, steamed milk and whipped cream.

星巴克中英文介绍

Mission Statement To become the global special coffee leader, always adhere to the established principle in the growing process. Guiding principles Offer the perfect work environment, and create a work atmosphere of mutual respect and mutual trust To keep the diversification is an important principle of our business To adopt the highest standards of procurement and baking, and to provide the freshest coffee to meet the needs of customers with great enthusiasm To make positive contributions to the community Be aware that profitability is the foundation of our future success.
使命宣言
将星巴克建成全球极品咖啡的翘楚，同时在公司不断成长的过程中，始终坚持自己一贯的原则。
指导原则
提供完善的工作环境，并创造相互尊重和相互信任的工作氛围秉持多元化是我们企业经营的重要原则采用最高标准进行采购烘焙，并提供最新鲜的咖啡以高度热忱满足顾客的需求积极贡献社区和环境认识到盈利是我们未来成功的基础。
price positioning

星巴克中英文介绍

Mission Statement To become the global special coffee leader, always adhere to the established principle in the growing process. Guiding principles Offer the perfect work environment, and create a work atmosphere of mutual respect and mutual trust To keep the diversification is an important principle of our business To adopt the highest standards of procurement and baking, and to provide the freshest coffee to meet the needs of customers with great enthusiasm To make positive contributions to the community Be aware that profitability is the foundation of our future success.
业使命
指导原则
发展攻略
产品品质服务创新价格定位神秘顾客最终目标
星巴克（Starbucks）是美国一家连锁咖啡公司的名称，1971年成立，为全球最大的咖啡连锁店，其总部坐落美国华盛顿州西雅图市。除咖啡外，星巴克亦有茶及蛋糕等商品。星巴克在全球范围内已经有近12,000间分店遍布北美、南美洲、欧洲、中东及太平洋区。
Service Innovation

星巴克英文介绍

5 .We taste - again and again and again.
We taste more than 1000 cups of coffee a day to verify the superior taste that all of us (including you) have come to expect. A batch of coffee is tasted at least three times before it’s approved, so every time you take a sip of Starbucks® coffee, it’s a sip you’ll love
1 .We go where the best beans are: up.
The best beans grow at higher altitudes. The cold nights and warm days create denser beans. And denser beans have deeper, more complex flavors. Taste them in every cup of Starbucks coffee
4.We're very picky at harvest.
We only pick the coffee cherries when they are at their peak. Red, ripe and perfect. After that, we sort them over and over based on size, color, and density. Our tolerance for defects? Pretty much zero. Some people might call that obsessive. We call it great coffee.

星巴克的英文介绍

• 1980's Howard Schultz joins Starbucks in 1982.
• 1990's The demand for great coffee allows Starbucks to expand beyond Seattle, first to the rest of the United States, then further a field. • 2000's The Starbucks phenomenon continues. At the time of writing, Starbucks has more than 6,000 locations in over 30 countries.
Products
• • • • • Caffè Mocha Caramel Macchiato Caffè Americano Caffè Latte Cappuccino • • • • • • • • • • espresso Caramel Coffee Jelly Vanilla Frappuccino coffee Frappuccino mocha Frappuccino Frappuccino® Blended Tea Decaf non-fat Frappuccino Coffee frappuccino
• 1970's The first Starbucks opens. The name comes from Herman Melville’s Moby Dick, a classic American novel about the 19th century whaling industry.
Starbucks

星巴克的英文介绍

Guidelines
Starbucks built the world leader in gourmet coffee, while in the process of growing the company, always adhere to its consistent principles. • Provide a sound working environment and to create mutual respect and trust work environment • Uphold diversity is an important principle of our business with the highest standards of procurement baking, and to provide the freshest coffee • Is a high degree of enthusiasm to meet the needs of customers • Positive contribution to the community and the environment • We recognize that profitability is the foundation for future success
• 1980's Howard Schultz joins Starbucks in 1982.
• 1990's The demand for great coffee allows Starbucks to expand beyond Seattle, first to the rest of the United States, then further a field. • 2000's The Starbucks phenomenon continues. At the time of writing, Starbucks has more than 6,000 locations in over 30 countries.

星巴克英文介绍 PPT课件

In 1998,Schultz co-founded Maveron,an investment group,with Dan Levitan
In 2012,Forbes magazine ranked Achultz as the 354th richest person in the United Stares,with a net worth of $1.5 billion.
A high-end brand of coffee Starbucks culture
WEAKNESS
Short of capital n level Lack of diversification
OPPORTUNITIES
Emerging international markets Tecchological advancement
THREATS
Economy experiencing a recession Emergence of competitors Rise in the cost of coffee & dairy products
SOLUTIONS
1.Developing Competitive Advantage 2.Developing a strategic focus.
Caramel
Coffee
Green Tea
Frappuccino Frappuccino
冰焦乐糖
咖啡星抹茶星冰乐
乐可可碎片星冰摩卡星冰乐
FRAPPUCCINO
Java Chip Frappuccino
Mocha Frappuccino
COFFEE & TEA

介绍星巴克的英语作文

文章标题：Starbucks: A Global Icon of Coffee CultureStarbucks, a household name synonymous with coffee, has evolved from a small Seattle-based coffee shop to a global retail giant. Its journey is a remarkable testament to the power of a strong brand, quality products, and innovative marketing strategies. This essay explores the rise of Starbucks, its impact on coffee culture, and its continued relevance in the modern world.The genesis of Starbucks dates back to 1971, when three friends—Jerry Baldwin, Zev Siegl, and Gordon Bowker—opened the first store in Pike Place Market, Seattle. Initially, the store specialized in selling high-quality coffee beans and equipment. However, it wasn't long before customers expressed a desire for a place to enjoy their coffee, leading to the introduction of espresso-based beverages and a cozy atmosphere.The key to Starbucks' success lies in its ability to create a unique and inviting experience for its customers. From the moment customers enter a Starbucks store, they aregreeted by the familiar aroma of coffee, the cozy atmosphere, and the friendly staff. The store's interior design, often featuring warm tones and inviting seating areas, encourages customers to stay and enjoy their beverages. Additionally, Starbucks' commitment to using only the finest coffee beans and fresh ingredients ensures that each cup of coffee or beverage tastes exceptional.Another crucial aspect of Starbucks' success is its innovative marketing strategies. The company has always been at the forefront of leveraging technology to enhance the customer experience. For instance, the introduction of mobile ordering and payment options has made it easier for customers to order their favorite beverages on the go. Furthermore, Starbucks' loyalty program, which rewards customers with free drinks and other perks, has been a successful tool to increase customer retention and brand loyalty.Moreover, Starbucks has also capitalized on its brand recognition by expanding its product line to include a range of food items, merchandise, and even digital content. This diversification has not only broadened the company'srevenue streams but has also further strengthened its position as a lifestyle brand.The influence of Starbucks on coffee culture is undeniable. It has single-handedly revolutionized the way people consume and perceive coffee. Before Starbucks, coffee was often seen as a quick and utilitarian beverage. However, Starbucks transformed it into an experience, a ritual, and even a social activity. People now associate coffee with relaxation, conversation, and community, and Starbucks has been at the forefront of this cultural shift. In conclusion, Starbucks has become a global icon of coffee culture, thanks to its commitment to quality, innovative marketing strategies, and ability to create unique and inviting experiences for its customers. As the company continues to expand its reach and diversify its offerings, it remains a powerful example of how a brand can not only succeed commercially but also shape culture and influence people's lives.**星巴克：咖啡文化的全球象征**星巴克，这个与咖啡同名的家喻户晓的品牌，已经从西雅图的一家小咖啡店发展成为全球零售巨头。

星巴克中英文背景介绍

我们的星巴克使命激发并孕育人文精神—- 每人，每杯，每个社区。

我们每天实践的理念原则：我们的咖啡我们一直追求卓越品质，并将永远如此。

我们致力于通过以道德采购的方式购买高品质的咖啡豆，精心烘焙，并提高种植者的生活水平。

我们积极地关心着这一切；我们的工作还任重而道远。

我们的伙伴我们称彼此为伙伴，因为这不仅是一份工作，而是我们的激情所在。

我们拥抱多元化一起创造一个可以自由工作、发挥所长的场所。

我们永远相互尊重维护对方的尊严。

我们将始终以此作为彼此相待的标准。

我们的顾客我们全身心地投入，我们和顾客真诚沟通，分享快乐，并提供振奋人心的生活体验哪怕只是片刻时光。

当然，这一切都是从承诺制作一杯完美的饮品开始，但我们的工作远不止于此。

我们工作的真正核心是联结彼此我们的门店当我们的顾客感受到一种归属感时，我们的门店就成了他们的港湾，一个远离外界纷扰的空间，一个与朋友相聚的处所。

它使人们得以享受不同生活节奏带来的快乐——时而悠闲自得，时而步履匆匆，任何时候都充满了人文气息。

Our Starbucks Mission StatementOur mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.Here are the principles of how we live that every day:Our CoffeeIt 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 isnever done.Our PartnersWe’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.Our CustomersWhen we are fully engaged, we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about humanconnection.Our StoresWhen our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. Always fullof humanity.我们的社区每家门店都是所在社区的一部分，我们认真承担邻里之间的应尽责任。

星巴克英文介绍范文

星巴克英文介绍范文第一篇：星巴克英文介绍范文Starbucks is an international coffee and coffeehouse chain based in Seattle, Washington.Starbucks is the largest coffeehouse company in the world, with 15,012 stores in 44 countries.Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks, and items such as mugs and coffee beans.Many of the company's products are seasonal or specific to the locality of the store.Starbucks-brand ice cream and coffee are also sold at grocery stores.星巴克是设在西雅图，华盛顿国际咖啡和咖啡馆链。

星巴克是世界上最大的咖啡馆公司与15,012 店在44 个国家。

星巴克销售滴咖啡、浓咖啡的热饮、其他冷热饮料、小吃、和杯子和咖啡豆等项目。

许多公司的产品都是季节性或特定于存储的地方。

在杂货店也卖了星巴克品牌冰淇淋和咖啡。

From Starbucks' founding in Seattle as a local coffee bean roaster and retailer, the company has expanded rapidly.In the 1990s, Starbucks was opening a new store every workday, a pace that continued into the 2000s.Domestic growth has since slowed, although the company continues to expand in foreign markets and is opening seven stores a day worldwide.The first location outside of the United States and Canada was established in 1990s, and theynow constitute almost one third of Starbucks' stores.从星巴克的创始在西雅图作为本地咖啡豆焙烧炉和零售商，公司得到了迅猛发展。

星巴克英文简介

The second Starbucks logo The third Starbucks logo
1990's
The demand for great coffee allows Starbucks to expand beyond Seattle, first to the rest of the United States, then further a field. After becoming one of the first companies to offer stock options to its parttime employees, Starbucks becomes a publicly traded company.
1987-1992
2000's
The Starbucks phenomenon continues. At the time of writing, Starbucks has more than 6,000 locations in over 30 countries. In addition to our excellent coffees and espresso drinks, people now enjoy Tazo® tea and Frappuccino® ice blbucks Outdoor Advertising
The ad is a venti-sized Starbucks cup magnetically connected to the roofs of about 100 Boston taxicabs.
THANKS
The original Starbucks logo
1980's

连续案例英文_Starbucks--Introduction

连续案例：星巴克Starbucks--IntroductionCommunity. Connection. Caring. Committed. Coffee. Five Cs that describe the essence of Starbucks Corporation—what it stands for and what it wants to be as a business. With over 11,000 outlets in more than 36 countries, Starbucks is the world's number-one specialty coffee retailer. It's also a company that truly epitomizes the challenges facing managers in tod ay’s globally competitive environment. To help you better understand these challenges, we’re going to take an in-depth look at Starbucks through these continuing cases, which you’ll find at the end of every part in the textbook. Each of these five part-ending continuing cases will look at Starbucks from the perspective of the material presented in that part. Although each case “stands alone,” you’ll be able to see the progression of the management process as you work through each one.The Beginning“We aren’t in the coffee business, serving people. We’re in the people business, serving coffee.”That’s the philosophy of Howard Schultz, chairman and chief global strategist of Starbucks．It’s a philosophy that has shaped—and continues to shape—the company.The first Starbucks, which opened in Seattle's famous Pike Place Market in 1971, was founded by Gordon Bowker, Jerry Baldwin, and Zev Siegl. The company was named for the coffee-loving first mate in the book Moby Dick, which also influenced the design of Starbucks’distinctive two-tailed siren logo. Schultz, a successful New York City businessperson, first walked into Starbucks in 1981 as a sales representative for a Swedish kitchenware manufacturer. He was hooked immediately. He knew that he wanted to work for this company, but it took almost a year before he could persuade the owners to hire him. After all, he was from New Y ork and he hadn’t grown up with the values of the company. The owners thought Schultz’s style and high energy would clash with the existing culture. But Schultz was quite persuasive and was able to allay the owners’ fears. They asked him to join the company as director of retail operations and marketing, which he enthusiastically did. Schultz’s passion for the coffee business was obvious. Although some of the company’s employees resented the fact that he was an “outsider,” Schultz had found his niche and he had lots of ideas for the company. As he says, “I wanted to make a positive impact.”About a year after joining the company while on a business trip to Milan, Schultz walked into an espresso bar and right away knew that this concept could be successful in the United States. He said, “There was nothing like this in America.” It was an extension of people’s front porch. It was an emotional experience. I believed intuitively we could do it. I felt it in my bone.” Schultz recognized that although Starbucks treated coffee as produce, something to be bagged and sent home with the groceries, the Italian coffee bars were more like an experience…a warm, community experience. That’s what Schultz wanted to recreate in the United States. However, Starbucks’ owners weren’t really interested in making Starbucks big and didn’t really want to give the idea a try. So Schultz left the company in 1985 to start his own small chain of espresso bars in Seattle and Vancouver called II Giornale. Two years later when Starbucks’ owne rs finally wanted to sell, Schultz raised﹩3.8 million from local investors to buy them out. That small investment has made him a very wealthy person indeed!Company FactsStarbucks’ main product is coffee…more than 30 blends and single-origin coffees. In addition to fresh-brewed coffee, here’s a sampling of other products the company also offers：●Handcrafted beverages: Hot and iced espresso beverages, coffee and noncoffee blendedbeverages, and Tazo teas●Merchandise: Home espresso machines, coffee brewers and grinders, premium chocolates,coffee mugs and coffee accessories, compact discs, and other assorted items●Fresh food: Baked pastries, sandwiches, and salads●Global consumer products: Starbucks Frappuccino coffee drinks, Starbucks Iced Coffeedrinks, Starbucks Liqueurs, and a line of super-premium ice creams●Starbucks card: A reloadable stored-value card●Brand portfolio: Starbucks Entertainment, Ethos Water, Seattle’s Best Coffee, and Tazo TeaAt the end of 2005, the company had over 115,000 full and part-time partners (employees) around the world. Howard Schultz is the chairman of Starbucks. Jim Donald is the president and chief executive officer. Some of the other “interesting” top-level executive positions include senior vice president of total pay, senior vice president of coffee and global procurement, senior vice president of global business systems solutions, senior vice president of culture and leadership development, and senior vice president of corporate social responsibility.So how does Starbucks epitomize the five Cs—community, connection, caring, committed, and coffee? That's what you’ll discover as you complete the remaining continuing cases．Keep in mind that as you do the other cases that there may be information included in this introduction you might want to review.Discussion Questions1. What management skills do you think would be most important for Howard Schultz to have? Why? What skills do you think would be most important for a Starbucks store manager to have? Why?2. How might the following management theories/approaches be useful to Starbucks: scientific management, organizational behavior, quantitative approach, systems approach?3. Choose three of the current trends and issues facing managers and explain how Starbucks might be impacted. What might be the implications for first-line managers? Middle managers? Top managers?4. Give examples of how Howard Schultz might perform the interpersonal, the informational, and the decisional roles.5. Look at Howard Schultz’s ph ilosophy of Starbucks. How will this affect the way the company is managed?6. Go to the company’s Web site [] and find the list of senior officers. Pick one of those positions and describe what you think that job might involve. Try to envision what types of planning, organizing, leading, and controlling this person would have to do.。

星巴克背景资料英文版Background Material of Starbucks Coffee

Background Material of Starbucks Coffee1.General SituationFounded in 1971, with its first shop as well as its headquarter located in Seattle of Washington, USA, Starbucks Coffee has developed into the most famous coffee chains in the world. In March 1987，Howard Schultz, the marketing manager of Starbucks Coffee of that time,bought the small coffee shop and re-organized it. From then on, Starbucks Coffee jumped out of its original frame and began to sell coffee drinks. Gradually, it developed from a small retail shop of coffee bean restricted in Seattle into an international chain.In 1922, Starbucks Coffee listed itself on the stock market, NASDAQ. At present, its chain coffee shops have climbed up to more than 13,000 in the whole world and in China, it has 707 chains in all.Starbucks Coffee has more than 30 retailing products, including coffee beans of top class, hand-made espresso, hot and cold coffee beverages, fresh and delicious pastry food, coffee machine of rich variety, coffee cup and so on and so forth.2. LOGO and Its MeaningStarbucks Coffee launched its newest LOGO in 2011. Actually, It has changed its logo for many times on basis of its first image of mermaid. The newest LOGO deleted the original the circle and the word “coffee”, only leaving the image of mermaid. This change means more open and free development model and products of Starbucks Coffee in the future.3. Core Values of its Enterprise Culture(1) Respect and rely on the employees and promote the enterprise through its own staff.(2) Respect its own customers and take them as friends.(3) Respect all the suppliers and share interests with them.(4) Return the society.4. Administration Team(1) Outstanding Leadership: CEO, Senior Vice President of Retail Co., CFO, COO.(2) Competitive Secondary Management Team: Know very well the relative knowledge of coffee; Provide excellent service.5. Principle of Its Expansion(1) Unity of its Trans-regional Development;(2) Innovation of its Trans-regional Development;(3) Localization.6. Business Model in different RegionsIn Europe, America and other countries of Asia:(1) Starbucks Coffee takes on 100% equity, e.g. Britain,Thailand and Australia;(2) Starbucks Coffee takes on 50% equity, e.g. Japan andSouth Korea;(3)Starbucks Coffee takes on 0% equity and totallyAuthorizes Operating Right to the opposite, e.g.Philippine, Singapore, Malaysia and Beijing.In China:(1) At first several years, Starbucks takes on very little equity, about 5%, e.g. primary cities as Taiwan, Hongkong and Shanghai.(2) From 2003 on, Starbucks Coffee made an overall strategy adjustment, and increased its share, gradually shifting its authorization relationship with the involved paties to cooperation relationship.(3) Starbucks Coffee is planing to take back all equity and shift all its coffee shops into Company-owned ones.7. Why does Starbucks Coffee mean to run Company-owned Shops in China?According to the data of 2001 and 2002, merely in Shanghai city, Starbucks Coffee got RMB 32,000,000 yuan profits, which is unimaginable in other countries. Besides, there will be much greater profit space in China in the future. While Starbucks Coffee could only get mere 5% share from the rich profits. Therefore it decided to shift all of its coffee shops in China into Company-owned ones.。

星巴克英文简介

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1980's Howard Schultz joins Starbucks in 1982. While on a business trip in Italy, he visits Milan’s famous espresso bars. Impressed with their popularity and culture, he sees their potential in Seattle. He’s right – after trying lattes and mochas, Seattle quickly becomes coffee-crazy.
with the opening of its first
store in Taipei.
As of the end of year
2010 ,there are more then 750
starbucks locations throughout
Greater China, a region
including the people’s Republic
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• 1990's The demand for great coffee allows Starbucks to expand beyond Seattle, first to the rest of the United States, then further a field. After becoming one of the first companies to offer stock options to its parttime employees, Starbucks becomes a publicly traded company.