星巴克英文介绍ppt
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STABUCKS 星巴克 英文presentation
Firstly let’s do a survey.
As a college student from China ,the homeland of tea, when you have a relaxed time to have a drink, which one would you like to choose, the coffee or tea?
In 1987 Starbucks
was up for sale and Howard Schultz， who owned a coffee shop named IL Giornale, raised the $3.8 million to amalgamate(合并) Starbucks with his own coffee shop.
He modified the
Starbucks’ bare-breasted mermaid logo into a more socially acceptable figure, changed the name of IL Giornale to Starbucks and converted the six existing Starbucks’ roasting shops into Italian-style elegant(高 雅的), comfortable coffee houses. Starbucks coffee history was just beginning to take shape.
Howard Schultz
Introduction
Starbucks（星巴克） is a large multinational
chain of coffee shops with its corporate headquarters in Seattle, Washington. Its coffee shops in the U.S. are especially popular among students and young urban professionals. The company was in part named after Starbucks, a character in Moby Dick(大白鲸).
As a college student from China ,the homeland of tea, when you have a relaxed time to have a drink, which one would you like to choose, the coffee or tea?
In 1987 Starbucks
was up for sale and Howard Schultz， who owned a coffee shop named IL Giornale, raised the $3.8 million to amalgamate(合并) Starbucks with his own coffee shop.
He modified the
Starbucks’ bare-breasted mermaid logo into a more socially acceptable figure, changed the name of IL Giornale to Starbucks and converted the six existing Starbucks’ roasting shops into Italian-style elegant(高 雅的), comfortable coffee houses. Starbucks coffee history was just beginning to take shape.
Howard Schultz
Introduction
Starbucks（星巴克） is a large multinational
chain of coffee shops with its corporate headquarters in Seattle, Washington. Its coffee shops in the U.S. are especially popular among students and young urban professionals. The company was in part named after Starbucks, a character in Moby Dick(大白鲸).
星巴克英语介绍
• We recognize that profitability is the foundation for future success
Register the brand
• There are 2 Starbucks version of a trademark, the first version of the origin of brown is a trademark of 16th century Scandinavia's two-tailed mermaid carved patterns. • The second edition of the mark, followed the pattern of the original mermaids.
Starbucks built the world leader in gourmet coffee, while in the process of growing the company, always adhere to its consistent principles.
Guidelines
• 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
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logo英文介绍
• 而半鱼半女人的才被 称为Mermaid.也就是 常说的美人鱼
• 我们姑且就认为星巴克的 标志.是人鱼（Mermaid） 吧
• Only STARBUCKS the word mark was registered on（注 册 ）November 18, 1986.
1987-1992
• This is the version of the greatest advances .
We are at your service
1992-2011
Now, Seattle, Pike's Place, Market, Starbucks, retain the original version of the logo.
2011-now
The Change Of Starbucks Logo
Starbucks target
• open 25000 stores in the world, like McDonald's
经典咖啡系列classics coffee series
Cappuccino 卡布奇ffè Latte 拿铁
冷饮系列cooler series
Caramel Macchiato 焦糖玛奇朵
STARBUCKS COFFE
首先说说店名吧，
星巴克(Starbucks)1971年创立于美国。
而它的命名来自小说《白鯨记》 其中有位大副就叫Starbuck
• Starbucks was founded in 1971 in 這個名字讓人联想到海上冒險故事 the United States
他很酷也很愛喝咖啡
焦糖咖啡星冰乐 caramel frappuccino
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
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
星巴克PPT
星巴克是美国一家连锁咖啡公司的名称， 星巴克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， 年成立， 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， 总部坐落美国华盛顿州西雅图市。除咖啡外， 星巴克亦有茶、馅皮饼及蛋糕等商品。 星巴克亦有茶、馅皮饼及蛋糕等商品。星巴 克在全球范围内已经有近12,000 12,000间分店遍布 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。 北美、南美洲、欧洲、中东及太平洋区。
(5)感官识别 (5)感官识别 嗅觉、视觉、听觉、触觉和味觉 共同塑造了星巴克咖啡馆浪漫的 情调。重烘焙极品咖啡豆是星巴 克味道的来源，加上“四禁” 克味道的来源，加上“四禁”政 策(禁烟、禁止员工用香水、禁用 化学香精的调味咖啡豆、禁售其 他食品和羹汤) 他食品和羹汤)力保店内充满咖啡 自然醇正的浓香。 (6)包装美学。 6)包装美学 6)包装美学。 星巴克的美学不仅是借鉴， 星巴克的美学不仅是借鉴，还融 合了自己的风格。 合了自己的风格。
• Twenty years ago, Starbucks created the logo, only a coffee shop. Today, the beautiful "Green Mermaid, " even with the McDonald's "m" has become a symbol of American culture. • 二十年前星巴克创建这个徽标时，只有一家咖啡 二十年前星巴克创建这个徽标时， 如今，优美的“绿色美人鱼” 店。如今，优美的“绿色美人鱼”，竟然与麦当 劳的“ 一道成了美国文化的象征 一道成了美国文化的象征。 劳的“m”一道成了美国文化的象征。
星巴克(Starbucks)品牌拓展分析英文PPT讲课稿
Brand Extention- Starbucks
MTT and TYZ
Contents
Market Penetration Market Development Product Development Diversification Recommendations
Introduction
The Starbucks coffee company was founded in the year 1971 and its headquarter is situated in Seattle, Washington (USA).
1. Market Penetration
(1) Increase in distribution support
Starbucks sought various methods to deliver its products outside its store front outlets. It opened licensed retail locations inside grocery stores and formed alliance with SSCO, pepsi C., U.S. foodservice, and Kraft foods to distribute products to grocery store and other food retailers.
This can be accomplished by: (1) Price decrease; (2) Increase in promotion and distribution support; (3) Acquisition of a rival in the same market; (4) Modest product refinements
MTT and TYZ
Contents
Market Penetration Market Development Product Development Diversification Recommendations
Introduction
The Starbucks coffee company was founded in the year 1971 and its headquarter is situated in Seattle, Washington (USA).
1. Market Penetration
(1) Increase in distribution support
Starbucks sought various methods to deliver its products outside its store front outlets. It opened licensed retail locations inside grocery stores and formed alliance with SSCO, pepsi C., U.S. foodservice, and Kraft foods to distribute products to grocery store and other food retailers.
This can be accomplished by: (1) Price decrease; (2) Increase in promotion and distribution support; (3) Acquisition of a rival in the same market; (4) Modest product refinements
星巴克英文介绍
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 part-time 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 blended beverages.
Welcome to
When you feel e to starbuck ,it can make you relax and happy
NO.5 advantage
Starbucks as the biggest coffee branch all over the world in the coffee market is becoming the morden coffee symbolized trademark.There are many advantages in starbucks when it completes with its counterparts.
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.
Register the brand
• There are 2 Starbucks version of a trademark, the first version of the origin of brown is a trademark of 16th century Scandinavia's two-tailed mermaid carved patterns.
Starbucks
• Starbucks History • Guidelines • Register the brand • Products
Starbucks
History
• The story began in 1971 when the first Starbucks opened at Pike Place Market, which is Seattle's and the Nation's oldest Farmer's Market (opened August 17, 1907).
• Is a high degree of enthusiasm to meet the needs of customers
• Positive contribution to the community and the environment
• 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.
Register the brand
• There are 2 Starbucks version of a trademark, the first version of the origin of brown is a trademark of 16th century Scandinavia's two-tailed mermaid carved patterns.
Starbucks
• Starbucks History • Guidelines • Register the brand • Products
Starbucks
History
• The story began in 1971 when the first Starbucks opened at Pike Place Market, which is Seattle's and the Nation's oldest Farmer's Market (opened August 17, 1907).
• Is a high degree of enthusiasm to meet the needs of customers
• Positive contribution to the community and the environment
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enter various provinces of China
form an alliance with Tingyi Holding
achieve strategic cooperation with TenXun in Guangzhou
5
Strategies
Strategies
Open tea shops —— internalization of beverage competition 开茶馆---饮品竞 争内部化 Research on Chinese characteristics研究 中国特色
单击编辑此项 单击编辑此项 奶、摩卡酱，最上面再加上 whipped cream (鲜 目的详细内容 目的详细内容
奶油)。
Starbucks other drinks
冰饮 拿铁 Iced CafféLatte 冰香草拿铁 Iced Vanilla Latte 冰摩卡 Iced Caffe Mocha
7
How to order?
size short 小杯 236ml tall 中杯 355ml grande 大杯 473ml (the most suitable size) venti 超大杯 591ml
Classic types of coffee
espresso 意式浓缩咖啡：意式浓缩咖啡是经由 高温、高压的方式淬取出浓缩的咖啡，一般来 说 espresso浓缩咖啡份量小，大概 30ml，点 espresso 浓缩咖啡讲法也不同，一份浓缩咖啡 是 solo espresso，两份则是 doppio espresso。
Starbuck
Do you like coffee? Have you ever been to Starbucks? Do you really know Starbucks coffee?
The original name of Starbuck
The company took the name of the chief mate in the book Moby-Dick: Starbuck. 星巴克”这个名字来自 美国作家麦尔维尔的小 说《白鲸》中一位处事 极其冷静，极具性格魅 力的大副。他的嗜好就 是喝咖啡。
6
Logo meaning
Starbucks's logo is an image of a mermaid, inspired by the medieval Poseidon statue . This logo conveys the dual meaning of the original and the modern: the mermaid's face is very simple, but use the modern abstract form of packaging. The middle is black and white, and outside surrounded by a green circle. 星巴克的标志是一个美人鱼的形象，灵 感来自中世纪海神雕像。这个标志传达 了原始和现代的双重含义：美人鱼的脸 很朴素，但用现代抽象的包装形式。中 间是黑白的，外面围着一个绿色圆圈。
Starbucks will sell more food through the new menu, the company‘s digital business is also promising, some new features and services are very popular, such as the use of payment through mobile phones.
1
History
History
Founding
The first Starbucks opened in Seattle, Washington, on March 31, 1971 by three partners : English teacher Jerry Baldwin, history teacher Zevsiegl, and writer Gordon Bowker were inspired to sell high-quality coffee beans and equipment by coffee roasting entrepreneur Development Alfred Peet (阿尔弗雷德·皮 特) after he taught them his style of roasting beans.
Development
This is Starbucks chairman Howard Schultz who creat a European-style coffee-house to American after he took over the company.
2
Enterprise culture
4
Developmen t in China
Development in China
In Mar,2000
In Mar,2000 enter the Hong Kong market and open the first shop
In Jan,1999
In May,1998 enter the Chinese mainland
The first launch of the Starbucks Tea首 次推出星巴克茶
Product localization ----modify menu for Chinese customers 产品本土化---为中国客户修改 菜单
Combined with Chinese traditional festivals ----push out Starbucks mooncakes Starbucks dumplings 结合中国传统节日---相继推出星巴 克月饼、星uiding principle
1、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 Providing the fabulous working environment ,creating the working atmosphere of mutual respect and confidence . 2、秉持多元化是我们企业经营的重要 原则 Retaining the diversity . 3、采用最高标准进行采购烘焙，并提 供最新鲜的咖啡 Adapting the highest standard for purchase and baking , providing the freshest coffee. 4、高度热忱满足顾客的需求 Satisfying the requirements of the customers as possible as they can . 5、积极贡献社区和环境 Doing their utmost to support refugees and devote to the community . 6、认识到盈利是我们未来成功的基础 Realizing the importance of profit .
…
经典热巧克力 Signature Hot Chocolate 冰经典巧克力 Iced Signature Chocolate 牛奶 Milk 豆奶 Soy Milk 气泡矿泉水 Sparking Mineral Water 矿泉水 Mineral Water 果汁 Juice
…
Other requirements
Classic types of coffee
caramel macchiato 焦糖玛奇朵：焦糖玛奇朵 也是有 espresso 浓缩咖啡加上 牛奶跟vanillaflavored syrup (香草糖浆)打成的 foam (奶泡)， 上面再淋上caramel 焦糖。
添加项 添加项 caffé mocha 摩卡：摩卡比较像是巧克力口味的 单击编辑此项 目 目 咖啡，成分一样有 espresso 浓缩咖啡，加上牛 目的详细内容
Schultz(霍华德·舒尔茨) who promote the transformation and upgrading of Starbucks according to his business concept and quickly began to expand. Nowadays, 6000 stores were opened in 30 countries . Moreover, this number is increasing at the rate of 3 stores every day. Its high-quality product and service ,concrete marketing location and its terrific marketing strategy make it possible to be the international brands.
3
Enterprise innovation
Enterprise innovation
In this summer, Starbuck will produce the vending machine in office
Starbucks will recieve its coffee order through mobile applications
In 1971,there are only six stores in Seattle , merely selling coffee beans .
In 1987, the original owners sold the Starbucks chain to former manager Howard