星巴克swots英文分析
星巴克swots英文分析
机会劣势分析WO Analysis
威胁劣势分析WT Analysis
SWOT分析矩阵
优势-S
SO strategy 发挥优势，利用机会 ST strategy 发挥优势，规避威胁 劣势-W
机会-O
WO strategy 利用机会，改变劣势 WT strategy 克服劣势，规避威胁
威胁-T
SO战略 WO战略 ST战略 这是一种最为理想的竞争态势，能 利用外部机会来弥补内部劣势，使 利用企业自身的优势回避或减轻外 够最大限度地发挥企业内部优势和 WT战略 企业的劣势地位有所改变，当由于 部威胁或风险，通过内部资源的合 充分利用外部环境机会。 这是一种应付危机的战略，当企业 内部劣势造成的困难制约外部机会 理配置，利用自身优势将外部威胁 内忧外患、时时面临危险时，需要 的利用时，采用此战略为好。 对企业发展造成的不利影响降到最 克服内在劣势同时回避外在威胁。
America with more than has a quarterspresence in the The organization three strong of their cafes located in the United States of America with more than three home market. quarters of their cafes located main home market. The organization is dependant on a in thecompetitive advantage, the retail of is dependant on a main competitive The organization coffee. advantage, the retail of coffee.This could make them slow to diversify into other sectors should the need arise.
星巴克SWOT分析
整体背景环境分析SWOT分析SWOT矩阵分析星巴克内部因素外部因素优势（Strengh）劣势（Weakness）1、经营模式的灵活选择2、品牌优势3、咖啡技术优势4、新产品的研发与创新5、细致周到的顾客服务6、门店位置优势1、组织结构的效率不够2、供应链的管理压力3、资金链管理的压力4、体验淡化、服务水平下降5、价格偏高机会（Opportunity）SO（利用）WO（改进）1、市场进入的空缺2、时代大背景的契机3、中国咖啡市场潜力巨大（1）市场占有率扩大战略（2）品牌延伸（1）直营策略（2）品牌危机扭转战略（3）差异化政策威胁（Threat）ST（监视）WT（消除）1、竞争对手众多2、替代品的丰富和提升3、原料成本的上升4、地区发展的不平衡性5、金融风暴的冲击（1）差异化战略（2）公关策略（3）提价策略（4）弹性价格体系（1）产品线收缩策略（2）关掉不盈利或亏损的店面（3）寻找更低价格的供应商星巴克竞争优势（1）经营模式的灵活选择：星巴克善于根据世界各地不同的市场情况采取灵活的投资与合作模式。
在中国的经营模式从最初进入中国市场采取合资和特许加盟的授权经营方式规避市场风险到如今随着国内市场走势一路良好，消费群体的逐渐稳定，为了更好的控制星巴克的服务品质，获得更大的利润，而叫停特许经营，回收股权，变身直营经营。
（2）品牌优势：充分运用“第三生活空间”式的体验。
在消费者需求的中心由产品转向服务，在由服务转向体验的时代，星巴克成功地创立了一种以创造“星巴克体验”为特点的“咖啡宗教”，星巴克与一般咖啡店不同的地方在于赋予了一杯咖啡更丰富的体验和更深层次的文化内涵。
店内颇有情趣的灯光设计，咖啡色的桌椅，个性化的装饰，优美的音乐旋律，营造出温馨的意境，闻着空气中弥漫着的咖啡浓郁香味，再品尝着同样考究而且种类繁多的咖啡和糕点，在星巴克消费，总能获得一种独特的感受。
（3）咖啡技术优势：星巴克始终追求品质上的卓越，坚持提供给顾客高品质的产品。
星巴克SWOT分析-英文
SWOT Analysis of StarbucksGiven by group: GeilivableGroup members: 刘德欢0093075 罗睿棋0093111周丽丽0093120 孙玉0093112Background:Starbucks 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.Strengths:•Starbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.The company generated revenue of more than $5000 million in the same year.•It is a global coffee brand built upon a reputation for well products and services. It has almost 9000 cafes in almost 40 countries. •Starbucks has a very low rate for the loss of its top managers. They give various ideas for their products.•Starbucks was one of the Fortune Top 100 Companies to Work For in 2005. The company is a respected employer that values its workforce. •Starbucks’ product is not just coffee, but the experience for coffee: atmosphere management, soft music, warm light and so on. •Starbucks uses the mode of flexible investments and cooperations according to the different market situations around the world. It always uses the direct way to sale its products.•The organization has strong ethical values and an ethical mission statement as follows, 'Starbucks is committed to a role of environmental leadership in all facets of our business.'•Starbucks always locates in the crowed mal so that it gives the consumers the good coffee as well as the space to have a rest.Weaknesses:•The short of capital:Whenever 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 ofcapital, labor and reserve resources is a big challenge for Starbucks. •High price:The 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•High concentration level:The 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.•Lack of diversification:The 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.Opportunities：•Starbucks are very good at taking advantage of opportunities.•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.•New products and services that can be retailed in their cafes, such as Fair Trade products.•The company has the opportunity to expand its global operations. New markets for coffee such as India and the Pacific Rim nations are beginning to emerge.•Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.•Starbucks has the courage to try something challenging and innovative, for example, the construction of ‘the third space’, taking advantage of e-business.THREATAfter 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, operators 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 cof fee 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:•Cost raising:Starbucks are exposed to rises in the cost of coffee and dairy products. •The threat of new enters:Since 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.•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" royalties have 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 coffee industry, the convenience store, fast food restaurant and coffee machine, Starbucks have a long way to go in the future.SolutionInternal:•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 competitors and better service for its consumers.External:•Consolidate the relationship with government to strengthen the competence of the corporation among Chinese market.•To get a strong financing ability, Starbucks should consolidate its relationship with commercial banks and some other financial institutions.。
星巴克中国营销策略分析 英文
⏹Title pageCONTENTS1.Introduction ................................................................................................2.Methodology ................................................................................................3.Situational Analysis – current strategies ................................................................. Strategic CapacibilityValue chain and value network analysisStrategic Fit Analysis4.Segmentation Targeting & Positioning (STP) ...............................................................5.Differential advantages/weaknesses ............................................................ USP........................................................................................................................ SWOT........................................................................................................................ PESTLE........................................................................................................................6.Recommended objectives and goals (SMART)............................................................7.Recommended Marketing Strategies and Programmes..............................................8.Conclusion........................................................................................................................9.Bibliography..............................................................................................................................................................................................................................Executive Summary1.IntroductionI will use several strategy analysis models like PESTEL, 5 Forces, V alue Chain and SWOT to make an all-round assessment of Starbucks Corporation in mainland China.Starbucks Corporation was founded in 1971, it is the one of the world's leading professional coffee retailers, roasters and brand owners. In 1987, the current CEO Mr. Howard Schultz bought Starbucks. In June 1992, as the first professional coffee company,Starbucks successfully became a listed enterprise. Starbucks has long been committed to provide customers with the highest-quality of coffee and services, it has created a kind of unique Starbucks Experience, so as to let Starbucks become a warm and comfortable "Third living space" of people around the world besides their workplace and residences. At the same time, the company continues to hold a variety of activities to realize its social responsibility, make contributions to communities and the environmental protection, reward partners and farmers in coffee producing areas. Starbucks is optimistic about the great potential of Chinese market, it is committed to make China become the largest international market outside the United State in the near future. Since the first Chinese store was opened in Beijing in January 1999, Starbucks has opened more than 250 stores in the mainland till now. In September 2005, Starbucks China Education Project has been established to help improve educational situation especially in the western region. By the end of 2005, Starbucks set up Starbucks Enterprise Management (China) Co.Ltd. in Shanghai, which is mainly responsible for the strategic development of greater China market,as well as market development and operations.2.MethodologyI will use a variety of methodologies to lay a solid foundation of my research on Starbucks business in mainland China.I will apply some theories which I have learned from class, use both qualitative and quantitative research method in my case study of Starbucks China.Besides I will do some surveys, correlational experiments, field studies and specific statistical measurements,etc.Then I will provide a series of data in the report.3.Situational Analysis – current strategiesStarbucks has long been committed to provide customers with the highest-quality of coffee and services, it has created a kind of unique Starbucks Experience, so as to let Starbucks become a warm and comfortable "Third living space" of people around the world besides their workplace and residences. At the same time, the company continues to hold a variety of activities to realize its social responsibility, make contributions to communities and the environmental protection, reward partners and farmers in coffee producing areas.Strategic CapacibilityThe following table assesses the main capabilities of Starbucks US including both tangible resources and intangible resources ,Table : The main capabilities of Starbucks USTangible ResourcesPhysical Resources- Retail stores Good location Professional Coffee Equipment Human Resources - Management team Professional Trained staffFinancial Resources-Investments Stock Shares AcquisitionsIntangible Resources -Intellectual CapitalBrand Patent Reputation DesignEmployee relationship Organizational culture AmbienceGood partnership TechniquesValue chain and value network analysisTable : The value chain and value network of StarbucksSupport Activities ：Firm infrastructureThe worldwide coffee stores, Products distribute worldwide. Provide high quality of coffee. Human resource managementRecurring the people who really interesting in coffee Provide professional training to employees. Provide full health care to staffTechnology developmentProvide diversity productions, developing new flavor coffees. Use special equipment toroasting and brewing coffeeProcurementPurchase green coffee beans. Use purchasing arrangements to control the coffee supplies. Primary activitiesInbound LogisticsImport coffee beans from the suppliers over the world. O peration Grind coffee beans, roasting and brewing. Packaging the coffee.Outbound LogisticsWell coordinated distribution with retailers and stores.Marketing and salesPartner with other corporation to distribute the coffee over the world.ServiceAs the third place” coffeehouse experience with digital and social mediaStrategic Fit AnalysisAccording the previous analysis , the opportunities and threats existed at present. There follows some opportunities: First, partner with other beverage companies such as coca-cola,to create new coffee flavors or other new beverages. Secondly, by selling special CDs to customers and provide digital music for download could emerge a profit growth point.Besides, building partner relationship with other international brands will be extended to the international sphere. As the aspect of threats, firstly, the threats posed by many international giants enter the retail coffee industry, especially the chains restaurant, provide cheaper price coffee. Secondly, coffee beans price increased by limited conditions, like weather or export restriction, bring Starbucks increasing costs of raw materials. Indeed, the market is becoming saturated, intensifies the coffee store competition further. In the current global economic depression, how to occupying the market, take larger market sharing for make more profit is also a tough challenge for Starbucks. Furthermore, how to Increase the efficiencies and effectiveness in operating and managing cannot be ignored.According to my research,as the most successful coffee retailer of the world, Starbucks takes differentiated marketing strategy, it depends on mouth to mouth promotion rather than advertising much，and it receives high brand loyalty by customers through experiential marketing.In terms of switching costs to customers , it continues with differentiated marketing strategy to sell innovative products and the unique pleasure of the Starbucks experience to customers , the customers will have corresponding loss if they convert to another coffee shop. addition, the serious quality requirements of Starbucks coffee, as well as a high level of service standard, rewarding activities to loyal customers , which are all increase customer s’switching costs.The strategy of distribution channels is also a critical success factor of Starbucks.Finally, the cost advantage. Starbucks has been committed to new product development and innovation, and has accumulated technical advantages of coffee extraction, the control of this new technology is a scale-independent cost advantages, the technology to manufacture the barriers to entry, can resist the new entrants competitive threat.4.Segmentation Targeting & Positioning (STP)SegmentationBrand Cost Food Coffee DemandsStarbucks High Western disserts American The third placeCosta High Western disserts British RelaxMacDonald’s Medium Fast food American take-awayBlue Bay Medium Western&Eastern meals Italian Convenient85°C Low Western disserts Italian take-awayNo.1 Low W estern&Eastern meals American Low priceTargetingAt the beginning,Starbucks had positioned its customer group as middle class and higher class. The main group of customers are the ones who pay attention to the life attitude , so the product price is relative high and Starbucks used high quality products and good service to keep the customers. However during the operation,Starbucks found that the customer's range is obviouslybigger than the expected customers.However their pursuits are consistent-to get relaxed and enjoy elegance.PositioningStarbucks China has positioned itself as a third place besides the customers' home and workplace. They hope every starbucks store is simple and comfortable. Except for wooden chairs and tables, there are also soft sofas.Some starbucks stores even provide plugs for consumers to use notebooks or walkmans. Starbucks stores also provides free wireless internet access.To build a humanistic lifestyle is the pursuit of Starbucks China.It focuses on combine American coffee culture and local characteristics. At the same time it also adheres to the principle of providing nice space for friends.5.Differential advantages/weaknessesUSPIf a corporation wants to create its brand, it must develop certain products with brand characteristics, this development process must include superior quality and perfect design. Since 1971, Starbucks has been using the golden "Siren" logo and it symbolizes elegance.While Starbucks insisted on a perfect design and positioning, it does not ignore the product quality. It uses several methods to guarantee the product quality such as united raw material distribution, tightly controlled product temperature, well-recognized product brand / packaging and so forth.As for Starbucks corporation culture, it is a kind of American coffee culture, emphasizing the independence, freedom and relax.Promotion is the core task of Starbucks China’s brand strategy and is also the most changeable and subminiature marketing strategy. Starbucks’s promotion strategy is as follows:First, advertising. Most Starbucks' promotional advertising makes use of usual media ( radio, newspapers, magazines, social networks)and promotional marketing in branch stores, such as billboards,leaflets,POP, and staff’s sales . As for the advertising in store, it could deepen customers’ impr essions and of course, the counter staff could be better express advertising messages directly to customers so as to make promotional activities more successful. In termsof public relations, there is a so-called PR department in Starbucks' headquarter is the so-called public relations department, which is responsible for keeping contacts with managers of each outlets and customers. Receptionists have the responsibility to know customers’demands, They walk around the eating area and care about customers fr om time to time, at the same time they try hard to provide best service or host birthday parties for children. Last but not least, Starbucks’ launches all kinds of sales campaigns in every branch restaurant every month in different provinces.SWOTStrengthsBusiness model: according to different market situation all over the world, it takes flexible mode of investment and cooperation.Using "experience" : Starbucks thinks its products is not only a cup of coffee,but also the experience of the coffee shop. In addition, Starbucks coffee is better at bringing outside the "experience", such as atmosphere management, personalized store design and warm light, soft music and so on.Products: Starbucks mainly sells coffee and coffee beans, in addition, what Starbucks actually selling is a kind of taste and feeling, also called intangible atmosphere, Starbucks gives people a kind of extremely fashionable feeling, which is different from other coffee shops.Location: Most stores are located in business circle or stations.In addition to sell coffee to people, they also provide a place for short rest.WeaknessesLocalization problem :Any enterprise from abroad into China's market must consider the problem of localization, Starbucks China is no exception.On the one hand, it should consider the developing policy and market, the imperfect laws and regulations, and the whole social credit system has not yet established in China. For Starbucks, it must carefully look for partners, adjust development strategy and choose localization model, which includes management mode, the cooperation and product mode .Money problem: Starbucks stores' location are always follow such a pattern - busy section of the city with expensive rent fees. It is well known that Starbucks is a luxury for the public in mainland, in order to ensure the customers, the location is of much significance. It needs a lot of money to develop new stores.OpportunitiesUnify Chinese market :The management mode of Starbucks China firstly takes the form of licensing partners in the authorized regions. Starbucks headquarters receive franchisor patent fees, and grant Starbucks' trademark to them, extracting the business income of a small amount of fixed percentage of the commission. Just a few short years time, Starbucks China become one of the bright spots in the global business of Starbucks. So if these agency righrs could be returned back unified back and continue to develop on the basis, Starbucks China's catering market position would be immeasurable.Grasp the initiative: Recently, global Starbucks CEO Howard Schultz claimed that Starbucks would change China's business model - stop franchise, recycling, Starbucks will change as wholly owned and operated in China. And the plan will make China Starbucks’the largest overseas market, the number of stores increase from the current 100 to more than 500, more than Canada and Japan.ThreatsPotential risks after rapid expansion: Newly opened stores have huge investment pressure. At the same time, as Starbucks does not allow alliance, the operator could not take joining fees like other coffee shops .Increasing competitors: In mainland China market, there are many international coffee brands from all over the worl such as Costa, No 1 Coffee, Mc Cafe etc.So the "coffee war" has been inevitable.PESTELI will use the PESTEL Analysis to assess the macro-environment of the retail coffee industry in mainland China. Generally speaking, the political and social environment in China is stable.Economy has constantly developed in recent years and coffee chain stores has entered into people’s life，especially in some modern cities such as Beijing, Shanghai and Guangzhou etc. PESTEL analysis of the retail coffee industry in mainland ChinaPoliticalChina’s entry to the WTOGovernment’s levying of foreign capital into retail industryTrade restriction to limited exportsForeigen trade agreements provide a stable global environmentTax structure adjustment promotes budget optimizationEconomicRapid economic developmentInflation enlarges consumptionIncreasing store rent feeHigh CPI increases raw material costs and squeeze price-rising spaceUrbanization stimulates demand of coffeePotential purchase on local coffee beansSocialCoffee becomes a popular beverages in ChinaCoffee satisfied the notion of modern lifestyleWestern culture stimulate curiosityTechnologicalAdvanced coffe bean producing and roasting/blending technologyPromote coffee culture through internetFree wifi services in storesScientific internal databaseProfessional training for the baristaEnvironmentalMake efforts to recycling in storesSave energy and reduce pollutionSet up cooperation with environmental organizationsLegalObey labor and employment lawsProvide employee insurance and welfareA void child labor provisionsAdhere to the Food Safety LawStick to environmental protection lawsRecommended objectives and goals (SMART)..SpecificBy 2015, Starbucks China will launch its 1500th branch store in the mainland and take up the largest share in the retail coffee chain market.MeasurableIn the next three years, Starbucks China will launch 300 branch stores around China every year, most of which will be located in medium and large cities.I nvest $10million capital in research and innovation, lay emphasis on product development to create more flavors beverages for meet the demand of customerAttainableFocus on employee training, build the good relationship between the managers and the employees for ensuring deliver exceptional service to customer, enhance the Starbucks experience.RelevantExploit growing brand awareness and brand name strength, especially pay attention how to ensuring continue innovative the coffee related products, enhance the customer experience, control the product quality and service level when the growth speedily. Time-basedBy 2015, Starbucks China will launch its 1500th branch store in the mainland and take up the largest share in the retail coffee chain market.In the next three years, Starbucks China will launch 300 branch stores around China every year.Recommended Marketing Strategies and ProgrammesFocus on market penetration and consolidation, through organic development by develop own capabilities to the cutting price of coffee retail price, so as to get price advantage to increase the share for market penetration, and enhance the promotion and advertising to attractive new consumers to consolidate the existing market. Acquire coffee industry companies to extending the marketing channel.Pay attention to product development, in addition to organic development, it mainly through the alliance to pursing the strategy, it will into joint venture with other large enterprises to create new coffee related products. Also it can increase the use more licensing in both domestically and internationally.Focus on diversification during the Starbucks pursuit of vertical integration, which is radically increase the Starbuck s’scope, the most suitable methods for pursuing this strategy is strategic alliances, Starbucks can cooperate with joint ventures, licensing agreements to extent the products and markets.10.ConclusionConsidering all the external and internal that mentioned in the previous sections, throughSWOT, STP, value chain and network etc, I have summed up and evaluate Starbucks’marketing strategy and tactics. The highlight of it is the core corporate value of Starbucks, which mainly focus on customer experience, so as to form the core competitiveness which is difficult for competitors to imitate Starbucks brand,. However the brand of Starbucks is just the expansion of its values and culture. it is the revolutionary strategic planning that help create unique Starbucks experience to consumers, thus spread and realize its corporate values and culture.Bibliography......[1] Clausing，Kimberly A..Does multinational activity displace trade? .EconomicInquiry，Apr 2000，V ol.38 Issue 2：190- 205.[2] Swenson，D.L..Foreign investment and international trade linkages.WorkingPaper.University of California，1999，Davis.[3] Blonigen，B..In search of substitution between foreign production and exports.Journal of International Economics，2001，53：81- 104.[4] Johnson, G. Scholes, K and Whittington, R. (2010). Fundamental of strategy. . England: Financial Times Prentice Hall[5] Lecocq, X., Demil, B. and V entura, J.(2010), Business Models as a Research Program in Strategic Management: An Appraisal based on Lakatos.M@g@ment; 13(4), 214-225 [6] Starbucks Corporation (2012), Starbucks responsibility.Available from:/responsibility/environment[7] Starbucks Corporation (2012), Starbucks coffee.Available from: /coffee [Accessed 25/03/2012][8] Schultz, H. and Yang, D. J. (1997), Pour your heart into it: how Starbucks built a company one cup at a time, New York: HyperionExecutive SummaryThe highlight overseas business of Starbucks is the Chinese market at present. Starbucks China makes full use of the current most popular "experience" as its main marketing strategy. At Starbucks’retail chain stores, the products are not just products, they are more related to "experience a feeling". Thus, the value-added profit is achieved naturally.Natural and comfortable are parts of typical American culture. Starbucks China’s mainstream consumers have been used to the overlap feeling of multicultural, so Starbucks China’s adhere to the unity of the visual view seems to be vulgar. In terms of the debate about is direct-operation or cooperation, it is not so meaningful as a matter of fact , if Starbucks China can make much money while keeping its core competence,I think Starbucks will levy the limitation.Internationalization is not a purpose but a method for Starbucks, internationalization should aim at creating and enhancing core competitiveness of the enterprise.Through my research on Starbucks China, I have founded that Starbucks pays much attention on taking its advantages while doing international competitions, however it seems to have ignored to improve its competitiveness . From the point of my view, it is of great significance that the further research on this issue.。
星巴克SWOT分析
2.1 整体背景环境分析2.2 SWOT分析SWOT矩阵分析星巴克内部因素外部因素优势（Strengh）劣势（Weakness）1、经营模式的灵活选择2、品牌优势3、咖啡技术优势4、新产品的研发与创新5、细致周到的顾客服务6、门店位置优势1、组织结构的效率不够2、供应链的管理压力3、资金链管理的压力4、体验淡化、服务水平下降5、价格偏高机会（Opportunity）SO（利用）WO（改进）1、市场进入的空缺2、时代大背景的契机3、中国咖啡市场潜力巨大（1）市场占有率扩大战略（2）品牌延伸（1）直营策略（2）品牌危机扭转战略（3）差异化政策威胁（Threat）ST（监视）WT（消除）1、竞争对手众多2、替代品的丰富和提升3、原料成本的上升4、地区发展的不平衡性5、金融风暴的冲击（1）差异化战略（2）公关策略（3）提价策略（4）弹性价格体系（1）产品线收缩策略（2）关掉不盈利或亏损的店面（3）寻找更低价格的供应商2.2.1 星巴克竞争优势（1）经营模式的灵活选择：星巴克善于根据世界各地不同的市场情况采取灵活的投资与合作模式。
在中国的经营模式从最初进入中国市场采取合资和特许加盟的授权经营方式规避市场风险到如今随着国内市场走势一路良好，消费群体的逐渐稳定，为了更好的控制星巴克的服务品质，获得更大的利润，而叫停特许经营，回收股权，变身直营经营。
（2）品牌优势：充分运用“第三生活空间”式的体验。
在消费者需求的中心由产品转向服务，在由服务转向体验的时代，星巴克成功地创立了一种以创造“星巴克体验”为特点的“咖啡宗教”，星巴克与一般咖啡店不同的地方在于赋予了一杯咖啡更丰富的体验和更深层次的文化内涵。
店内颇有情趣的灯光设计，咖啡色的桌椅，个性化的装饰，优美的音乐旋律，营造出温馨的意境，闻着空气中弥漫着的咖啡浓郁香味，再品尝着同样考究而且种类繁多的咖啡和糕点，在星巴克消费，总能获得一种独特的感受。
（3）咖啡技术优势：星巴克始终追求品质上的卓越，坚持提供给顾客高品质的产品。
星巴克SWOT分析的
对星巴克的SWOT分析摘要：1971年成立的星巴克，是全球最大的咖啡连锁公司，在全球范围内有近12000家分店，遍布北美、南美、欧洲、中东以及太平洋地区。
2005年，该公司就成为了全球财富100强的公司。
是何种力量造就了这个咖啡零售业的龙头，又是什么力量保持着星巴克的长盛不衰？运用SWOT分析，通过对企业优势、劣势、机遇以及威胁的综合评估，让我们一起来感受星巴克的魅力。
关键词：星巴克；SWOT分析;战略SWOT分析法是对企业的优势(strengths)、劣势(weaknesses)、机遇(opportunities）、威胁（threats）进行评估，通过内部资源、外部环境有机结合来清晰地确定被分析对象的资源优势和缺陷，了解所面临的机会和挑战，从而有利于企业的发展。
星巴克，这个咖啡业的传奇，能够在经济全球化中不断提高着自己的业绩，又有着怎样的SWOT呢？一、星巴克的优势(strengths)首先，星巴克有着良好的企业制度——股票期权计划。
在星巴克公司，员工不叫“员工”，而是被成为“合伙人”。
这是股票期权计划为支撑的战略安排，也就是说，员工在每个季度都有机会已抵扣部分薪水的方式，以一定的折扣价购买公司的股票；同时，丰富的股票期权计划，不仅是对员工薪酬的有益补充以及有效奖励，也巧妙地将员工利益与企业利益有机结合在了一起。
事实证明，星巴克这种通过主动与员工建立利益共同体的做法，要比我国一些企业单纯强调员工对企业的“无私奉献”以及“任劳任怨”要人性得多，有效得多。
其次，优质的产品与服务为星巴克建立了可靠的群众基础。
在英国的学校里，星巴克是学生们很普遍的饮料，就和国内的娃哈哈一样，自动贩卖机里也出售着星巴克咖啡。
许多海归一族回国后，也常常约朋友到星巴克小坐一下。
在商务人士看来，星巴克则类似于一个商务会所，在这样轻松的环境中，可以坦诚很多意见。
高压下的都市白领，也常到这里来感受这种别样的轻松气氛。
个性化的店内设计、暖色灯光、柔和音乐，星巴克把美式文化逐步分解成可以体验的东西。
星巴克swot分析
营经营。
（2）品牌优势：充分运用“第三生活空间”式的体验。
在消费者需求的中心由产品转向服务，在由服务转向体验的时代，星巴克成功地创立了一种以创造“星巴克体验”为特点的“咖啡宗教”，星巴克与一般咖啡店不同的地方在于赋予了一杯咖啡更丰富的体验和更深层次的文化内涵。
店内颇有情趣的灯光设计，咖啡色的桌椅，个性化的装饰，优美的音乐旋律，营造出温馨的意境，闻着空气中弥漫着的咖啡浓郁香味，再品尝着同样考究而且种类繁多的咖啡和糕点，在星巴克消费，总能获得一种独特的感受。
（3）咖啡技术优势：星巴克始终追求品质上的卓越，坚持提供给顾客高品质的产品。
为了让所有热爱星巴克的人都能品尝到最纯正的咖啡，星巴克对原材料十分挑剔与苛求，无论是咖啡豆的运输、烘焙、配制还是最后把咖啡端给顾客的那一刻，一切都必须符合最严格的标准。
此外，星巴克拥有30多款手工制作的浓缩咖啡和多款咖啡冷热饮料，咖啡种类多样，既有原味的，也有速溶的；既有意大利口味的，也有拉美口味的，能迎合不同口味的消费者。
（4）新产品的研发与创新：星巴克在创新方面一直走在咖啡连锁店的前面，从卡布其诺、星冰乐、咖啡味啤酒等新创意的巨大成功，到投入巨资对浓缩咖啡萃取技术的研发成功，无不表明了星巴克在创新方面拥有很大的优势。
星巴克还在国际化与本土化之间寻求一个自然的融合，2010年3月，星巴克将独一无二的“星巴克体验”进一步延伸到了中国消费者所喜爱的茶饮品领域，推出了包含中式茶和异域茶两大类共9款茶品，沉淀了星巴克在全球茶饮上的丰富经验。
（5）细致周到的顾客服务：星巴克深知每一个顾客是最直接的消费者，应该努力使之成为常客，为此星巴克对店员进行了深度的培训，使每个员工均成为咖啡方面的专家。
在顾客细品咖啡的同时，可以和店员进行深层互动，一起探讨有关咖啡的各类知识。
在服务过程中，星巴克实行一种“定制式”的“一对一”服务，真正做到真心实意为顾客着想。
（6）门店位置优势：充分占据有利的商圈。
星巴克SWOT市场分析
星巴克SWOT市场分析星巴克咖啡公司，作为全球最大的咖啡连锁店之一，自1971年成立以来，已经在全球范围内建立了强大的品牌形象。
本文将对星巴克进行SWOT市场分析，以了解其在竞争激烈的市场环境中的优势、劣势、机会和威胁。
优势（Strengths）:1、品牌认知度：星巴克在咖啡行业中拥有极高的品牌认知度，这使得消费者对其产品和服务产生了高度的信任和忠诚度。
2、产品质量：星巴克对咖啡豆的采购、加工和烘焙过程有着严格的质量控制，以确保每一杯咖啡都能保持一致的口感和质量。
3、多样化的产品：除了咖啡饮品外，星巴克还提供各种糕点、午餐食品、茶叶等多样化的产品，满足了不同消费者的需求。
4、优秀的客户服务：星巴克以其友好的客户服务赢得了消费者的喜爱，无论是点单、支付还是取餐，都能享受到快捷、便利的服务。
5、良好的店面设计：星巴克的店面设计时尚、舒适，为消费者提供了一个愉悦的消费环境。
劣势（Weaknesses）:1、价格较高：相比一些竞争对手，星巴克的产品价格较高，这可能会使一些价格敏感的消费者望而却步。
2、文化冲突：在一些文化背景下，咖啡可能不被视为必需品，这使得星巴克的产品在某些市场中面临文化冲突。
3、竞争激烈：全球范围内的咖啡市场竞争激烈，许多本土品牌和跨国品牌都在不断扩大市场份额。
机会（Opportunities）:1、新市场拓展：随着全球化的进程，星巴克可以将业务拓展到新的市场，如亚洲、非洲等地区，以增加市场份额。
2、健康食品市场：随着消费者对健康饮食的度不断提高，星巴克可以开发更多健康食品和饮品，以满足消费者的需求。
3、数字化转型：利用数字化技术提升客户服务体验，如移动支付、在线点单等，以提升客户满意度和忠诚度。
4、可持续发展：环保和可持续发展，采用环保材料和节能技术，减少对环境的影响，提升企业形象。
威胁（Threats）:1、宏观经济环境：全球经济的不稳定因素可能会对星巴克的业务产生影响，如通货膨胀、经济衰退等。
星巴克案例分析 商务英语
16.7
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OPPORTUNITIES
Co-branding with other manufacturers of food and drink, that they provide new products, e.g. tea, icecream. Strategy alliance to expand its product and distribution portfolio New products and services that can be retailed in their cafes, such as Fair Trade products. The company has the opportunity to expand its global operations, to make a new market. Potential new market is quite huge, such as China, India, South America.
16.8
View Starbucks by SWOT
THREATS
Who 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?
16.6
View Starbucks by SWOT
WEAKNESSES
High price products that it can’t accepted by the ordinary. Good customer experience also means a waste, such as espresso will be thrown away if it’s not served within 10s, Coffer beans are donated 7day after coming out of vaccumsealed packs. The organization is dependent on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should need arise. The turnover is only 60% considerably less than 150~200% in other firms in the good service business. Very little investigation in advertising.
星巴克swot分析课件
A
LACK OF EFFICIENCY
Starbucks have a systematic management of the branch stores, itself is a big challenge of any corporations. It lack the efficiency of the organization structure.
SWOT ANALYSIS——STRENGTH
ETHIC
VERY STRONG ETHICAL VALUES AND COMISSION STATEMENT.
The organization has strong ethical values and an ethical mission statement as follow, 'Starbucks is committed to a role of environmental leadership in all facets of our business.
2 SWOT ANALYSIS ——STRENGTH
SWOT ANALYSIS——STRENGTH
FINE PRODUCT AND SERVIVE
VERY STRONG ETHICAL VALUES AND COMISSION STATEMENT.
MONEY
REPUTATION
STAFF
ETHIC
As for China, Starbucks haven’t realize the stocks rights control of the Chinese market. So you can imagine that it will be very difficult to coordinate different people around different areas.
星巴克swot分析
4、地区发展的不平衡性
5、金融风暴的冲击
（1）差异化战略
（2）公关策略
（3）提价策略
（4）弹性价格体系
（1）产品线收缩策略
（2）关掉不盈利或亏损的店面
（3）寻找更低价格的供应商
6、本土化问题
机会（Opportunity）
SO（利用）
WO（改进）
1、市场进入的空缺
2、时代大背景的契机
3、中国咖啡市场潜力巨大
（1）市场占有率扩大战略（2）品牌延伸
（1）直营策略
（2）品牌危机扭转战略
（3）差异化政策威胁威胁威胁威胁
（4）同心多元化战略
威胁（Threat）
ST（监视）
WT（消除）
星巴克swot分析
内部因素
外部因素
优势（Strengh）
劣势（Weakness）
1、新产品的研发与创新
2、深层次的文化内涵
3、产品品质和口味的保证
4、经营模式的灵活选择
5、细致周到的顾客服务
6、门店位置优势
1、组织结构的效率不够
2、资金链管理的压力
3、体验淡化、服务水平下降4、价格偏高，非平民消费
5、供应商的管理压力
星巴克swot分析
星巴克SWOT分析1) 优势（STRENGTH）经营模式：根据世界各地不同的市场情况采取灵活的投资与合作模式，多以直营经营为主。
充分运用“体验”：星巴克认为他们的产品不单是咖啡，而且是咖啡店的体验。
另外，星巴克更擅长咖啡之外的“体验”：如气氛管理、个性化的店内设计、暖色灯光、柔和音乐等。
就像麦当劳一直倡导售卖欢乐一样，星巴克把美式文化逐步分解成可以体验的东西。
产品：星巴克主要卖的是咖啡与自家的咖啡豆，除此之外，其实星巴克卖的也是一种味道与感觉，也是所谓的无形氛围，星巴克与一般咖啡店不同的地方，是给人一种极负人文时尚的摩登感，这是与其他咖啡店不同之处。
地点：以人潮多的商圈为主，此外更以车站等交通地点更为频繁，因为除了卖给想喝的人外，也可提供一个短暂休憩的地点。
2）劣势（WEAKNESS）本土化问题尚且先把“一万家”的庞大数目放到一边，眼下星巴克更重要的是中国的本土化问题。
任何一个从国外进入中国的企业，一定要考虑本土化的问题，星巴克在中国一方面要考虑到政策和市场的不成熟，法律法规的不完善，况且，国内整个社会的诚信体系还没有建立起来。
对于星巴克来说，一定要谨慎地寻找合作伙伴，谨慎地调整发展战略，选择自己本土化的模式，这其中包括管理模式、合作模式和产品模式，这都是星巴克需要关心的问题。
资金问题但凡对星巴克有点了解的人都会注意到一个现象，星巴克店面的选址总是遵循这样一个规律——租金昂贵的城市繁华地段。
众所周知，星巴克对于大众来说是奢侈品，为了保证星巴克的客源，如此选址也是权益之举。
据了解，星巴克在上海开一家新店需要200万，而收回直营后的星巴克计划在中国的门店数量增加到500家以上，对于星巴克来说，需要大量的资金来为其开拓新店。
星巴克能否“单枪匹马”开拓市场，同时解决资金、人力以及后备资源的庞大需求，将成为未来考验星巴克的一道难题。
3)机遇（OPPORTUNITY）一统中国市场星巴克在华的经营模式最初是以许可授权区域合作伙伴的方式进行的。
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.。
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SWOT Analysis Chart
WEAKNESSES
Starbucks has a reputation for new product development and Starbucks has a reputation for new the possibility creativity.However, they remain vulnerable to product development may falter over time. that their innovationand creativity.However, they remain vulnerable to the possibility that their innovation may falter has time. he organizationover a strong presence in the United States of
SWOT Analysis Chart
OPPORTUNITIES
Starbucks are very good at taking advantage of opportunties. Starbucks are very good at taking advantage of
opportunties.
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SWOT Analysis Chart
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
SWOT因素解析指企业自身相对于竞争对手
而言所具备的人力资源、资 金、技术研发能力、管理水 平、价值链等核心竞争力 内部环境 因素 指外部竞争环境中对企业未 指对企业发展不利的因素，但 来发展有着机会和利益的因 是通过一定的方式，可以使之 素，通常包括企业业务扩展， 发生转换，成为对企业有利的 出现新的细分市场等。 因素 外部环境 因素 是指对企业的发展带来负 面与不利的因素，构成了企 业经营发展的约束和障碍
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Albert S. Humphrey (2 June 1926 – 31 October 2005) was an American business and management consultant who specialized in organizational management and cultural change.He led a convention at the Stanford Research Institute (now SRI International) in the 1960s and 1970s using data from Fortune 500 companies.
America with more than has a quarterspresence in the The organization three strong of their cafes located in the United States of America with more than three home market. quarters of their cafes located main home market. The organization is dependant on a in thecompetitive advantage, the retail of is dependant on a main competitive The organization coffee. advantage, the retail of coffee.This could make them slow to diversify into other sectors should the need arise.
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).
New New products and services be retailed inretailed in products and services that can that can be their cafes, such their cafes, such as Fair Trade products. as Fair Trade products. Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services The company has the opportunity to expand its both have potential. global operations. New markets for coffee such as India and the Pacific Rim nations are beginning to emerge.
SWOT Analysis Chart
THREATS
Who knows if the market for coffee will grow and stay in favour Who knows if the market for coffee will grow and stay with customers, or whether another type of beverage or leisure in favour with customers, or whether another type of activity will replace coffee in the future? beverage or leisure activity will replace coffee in the future? Starbucks are exposed to rises in the cost of coffee and dairy Starbucks are exposed to rises in the cost of coffee and products. dairy products. Since its conception in Pike Place Market, Seattle in 1971, Starbucks' success has lead toin Pike Place Market, Seattle in 1971, Since its conception the market entry of many competitors and copy cat brandslead pose potential threats. many Starbucks' success has that to the market entry of competitors and copy cat brands that pose potential threats.
机会劣势分析WO Analysis
威胁劣势分析WT Analysis
SWOT分析矩阵
优势-S
SO strategy 发挥优势，利用机会 ST strategy 发挥优势，规避威胁 劣势-W
机会-O
WO strategy 利用机会，改变劣势 WT strategy 克服劣势，规避威胁
威胁-T
SO战略 WO战略 ST战略 这是一种最为理想的竞争态势，能 利用外部机会来弥补内部劣势，使 利用企业自身的优势回避或减轻外 够最大限度地发挥企业内部优势和 WT战略 企业的劣势地位有所改变，当由于 部威胁或风险，通过内部资源的合 充分利用外部环境机会。 这是一种应付危机的战略，当企业 内部劣势造成的困难制约外部机会 理配置，利用自身优势将外部威胁 内忧外患、时时面临危险时，需要 的利用时，采用此战略为好。 对企业发展造成的不利影响降到最 克服内在劣势同时回避外在威胁。
LOGO
SWOT analysis for---- StarBucks
企业简介 Company introduction
公司名称：星巴克 Company Name: Starbucks 总部地点：西雅图 Headquarters Location: Seattle 成立时间：1971年 Established Time : 1971
What is SWOT Analysis?
• SWOT analysis (alternately SWOT Matrix) is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture.
ethical mission statement as follows, 'Starbucks is and an ethical mission statement as follows, committed to acommitted to a role of 'Starbucks is role of environmental leadership in all facets of our business.' in all facets of our environmental leadership business.' finefine productsservices.It has almostalmost 9000in for products and and services.It has 9000 cafes almostin almost 40 countries. cafes 40 countries.