Starbucks星巴克英文介绍PPT53011
starbucks星巴克英文简介
Starbucks Company ProfileAugust 2012The 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 nearly 18,000 retail stores in 60 countries.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 the highest 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 cup of coffee.Total stores: 17,651* (as of July 1, 2012)Argentina, Aruba, Australia, Austria, Bahamas, Bahrain, Belgium, Brazil, Bulgaria, Canada, Chile, China,Costa Rica, Curacao, Cyprus, Czech Republic, Denmark, Egypt, El Salvador, England, Finland, France,Germany, Greece, Guatemala, Hong Kong/Macau, Hungary, Indonesia, Ireland, Japan, Jordan, Kuwait,Lebanon, Malaysia, Mexico, Morocco, New Zealand, Netherlands, Northern Ireland, Oman, Peru,Philippines, Poland, Portugal, Qatar, Romania, Russia, Saudi Arabia, Scotland, Singapore, South Korea,Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates, United States and Wales.Our PartnersWe offer 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 two landmark programs for our partners: comprehensive health coverage for eligible full‐ and part‐time partners and equity in the company through Bean Stock.* Includes Starbucks Coffee, Seattle’s Best Coffee and Evolution Fresh locations.Starbucks Company ProfileOur 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, Frappuccino® coffee and non‐coffee blended beverages, smoothies and Tazo® teas.Merchandise: Coffee‐ and tea‐brewing equipment, mugs and accessories, packaged goods, music, books and gifts. Fresh Food: Baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups.Consumer Products•Coffee and Tea: Whole bean and ground coffee (Starbucks and Seattle’s Best Coffee brands), Starbucks VIA® Ready Brew, Starbucks® K‐Cup® portion packs, Tazo® tea filterbags and tea latte concentrates.•Ready‐to‐Drink (RTD): Starbucks® bottled Frappuccino® coffee drinks, Starbucks Discoveries® chilled cup coffees, Starbucks Doubleshot® espresso drinks, Starbucks Doubleshot® Energy+Coffee drinks; Seattle’s Best Coffee® Iced Lattes, Starbucks Refreshers™ beverages, Tazo® bottled iced and juiced teas.•Starbucks® Ice Cream: Super‐premium coffee and coffee‐free flavors.Brand PortfolioStarbucks Coffee, Seattle’s Best Coffee, Tazo Tea, Evolution Fresh, La Boulange and Torrefazione Italia Coffee.Investor Information•Starbucks 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.Being 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.Ethical Sourcing: We take a holistic approach to ethically sourcing the highest quality coffee. This includes responsible purchasing practices, supporting farmer loans and forest conservation programs. When we buy coffee this way, it helps foster a better future for farmers and a more stable climate for the planet. It also helps create a long‐term supply of the high‐quality beans we’ve been carefully blending, roasting and packing fresh for more than 40 years.Environmental Stewardship: We share our customers' commitment to the environment. And we believe in the importance of caring for our planet and encouraging others to do the same. It is our goal that by 2015, 100% of our cups will be reusable or recyclable. We will also work to significantly reduce our environmental footprint through energy and water conservation, recycling and green construction.Community Involvement: From the neighborhoods where our stores are located to the ones where our coffee is grown – we believe in fostering thriving communities. Bringing people together, inspiring change and making a difference in people’s lives – it’s all part of being a good neighbor. By 2015, we hope to contribute one million volunteer hours each year to our communities.Website© 2012 STARBUCKS COFFEE COMPANY. ALL RIGHTS RESERVED.。
英语PPT星巴克
蒋 晓 明
刘 璐
马 金 金
Content
History Advertising Environmental and social policies
History
• Founding
1971 The first Starbucks opened in Seattle, Washington. 1971–1976 Avenue. The first Starbucks cafe was located at 2000 Western
Advertising
• Logo has
The logo
been significantly streamlined over the years.
• Partnerships
Starbucks has agreed to a partnership with Apple to collaborate on selling music as part of the "coffeehouse experience". In September 2007 Apple announced that customers would be able to browse the iTunes Store at Starbucks via Wi-Fi in the US (with no requirement to login to the Wi-Fi network), targeted at iPhone, iPod touch, iPad, and MacBook users.
• Recycling
Starbucks began using 10% recycled paper in its beverage cups in 2004.
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
Ultimate goal
To create 25 000 chain stores, just like the fastfood restaurants McDonald's, which can be seen everywhere in the world.
• public praise is the best advertisement
• cook every cup of coffee very well, and have a good grasp of every detail.
• for you, maybe it is the 100th guest ,but for the guest, it is the first cup of coffee.（你可能今天面对的
Product quality
Purchase the most advanced coffee beans. To do the most perfect baking .
Four principles:
Refuse franchisees Refuse to sell artificial flavoring coffee beans Refuse to enter the supermarket To buy the most advanced coffee beans
• Development history in China • Special products to meet the demand in
China
Would you like a cup of coffee?
"I want to be a regular customer of Starbucks"
英语PPT星巴克
2008 A loyalty program was introduced for registered users of the Starbucks Card (previously simply a gift card) offering perks such as free Wi-Fi Internet access, no charge for soy milk & flavored syrups, and free refills on brewed drip coffee or tea.
1971–1976 The first Starbucks cafe was located at 2000 Western Avenue.
• Sale and expansion
1984 The original owners of Starbucks, led by Jerry Baldwin, took the opportunity to purchase Peet's.
Members
蒋 晓 明
刘 璐
马 金 金
Content
History Advertising Environmental and social policies
History
• Founding
1971 The first Starbucks opened in Seattle, Washington.
Environmental and social policies
星巴克中英文介绍
星巴克
使命宣传
企业使命
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。
Starbucks also attaches great importance to the development of new services for customers' needs. Starbucks is trying to create a variety of business ideas, to attract people to step into the shop and to extend the stopover time. When you step into Starbucks, you will feel the music swing on your heart and soul. The store often plays some jazz, American country music and piano solo. All of those Just cater to the fashion, and those white-collar workers who pursue vogue. Every day they are facing strong pressure of life, so they are in great need of spiritual comfort. At this moment, the music just plays a role in catering to consumer’s needs. Since 2002, Starbucks launched a high-speed wireless Internet service in the 1200 chain stores in North America and Europe so that the consumers who carry a portable computer or personal digital assistant (PDA) can be comfortable to enjoy drinking coffee, surf the page, send and receive electronic-mail and download
星巴克Starbucks品牌拓展分析英文PPT
1. Market Penetration
(3) Digital Marketing
Starbucks offers free online service attract and retain a large number of
customers for offline stores. (e.g. myStarbucks allows users to more quickly query to nearby stores and menu drinks information, greatly increasing customer loyalty)
1. Market Penetration
Snowman Star card
Classic Cup Star Card
Thanksgiving Star Card
Brand Extention- Starbucks
02 Market Development
2. Market Development
1. Market Penetration
(3) Digital Marketing
➢ Starbucks brings together all Starbucks digital items create brands and sustain Starbucks customer relationship.
(e.g. Starbucks Digital Network Service through the free Wifi for free reading "The Wall Street Journal", "New York Times", "USA Today", "The Economist" and other paid content.)
星巴克的英文介绍
• 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
星巴克介绍(英文)PPT课件
The whole drink was blended by espresso ，foam(奶泡) ， steamed milk(蒸牛奶),without sweetness, because of too much foam the whole cup of drinks is lighter and makes it feel like cost money to buy air. Cappuccino’s classical collocation is croissant（羊角面包）
放射线伤害
• Increaseபைடு நூலகம் risk of high blood pressure . • Induced osteoporosis 诱发骨质疏松
优质
The disadvantage of drinking 11/10/2019 co1f3 fee
Coffee and mood
Are you in mood or you want a cup of coffee when you're in a bad mood?
牛奶，麻烦您帮我留些空间"。
优质
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Starbucks Secret Menu
• zebra mocha，zebra hot chocolate：“斑马”。
其实就是巧克力和白巧克力混合。
• widow maker：iced black tea与iced black coffee的结合，苦口提神黑寡妇。
Even by the side.
优质
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• Caffe Mocha with extra rich, full-bodied espresso. • 让摩卡多一份浓缩咖啡，更添浓厚馥郁。
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• 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。
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• Despite the name, this is actually a European way to enjoy coffee: espresso with hot water.
market, NASDAQ.
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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
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Starbucks has 23,132 subbranches(分店) in
over 63 countries.
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• 榛果风味的芬芳弥漫于拿铁的醇香，温暖美好。
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• Delicious Starbucks mocha chocolate, espresso, steamed milk and whipped cream.
• 这款咖啡由醇香的摩卡酱，浓缩咖啡和蒸奶相融相合， 上面覆以搅打奶油。寒冷的日子里，忧伤的时光中,任 何人都无法抵抗她的诱惑。
• 尽管名为美式咖啡，但此款饮料却是一种地道的欧式 咖啡制作方法：即将热水和浓缩咖啡的巧妙调和。
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• Honoring a tradition that goes back generations.
• 星级咖啡师手工调制，三分之一浓缩咖啡，三分之一 新鲜蒸奶，三分之ional classic-steamed milk and espresso, lightly topped with foam.
• 这是一种传统的经典饮料——浓缩咖啡调入热牛奶， 其上覆盖一层轻盈的奶沫。品尝此款咖啡时，您可以 选择特别加入某种口味（如香草，焦糖或杏仁口味） 的糖浆。
• 将原叶红茶与新鲜蒸奶和细致奶泡充分融合，层次丰 富，绵密顺滑，充分展现茶拿铁的美味。
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Logo
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Siren女海妖
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Menu
Beverage Coffees
Food
Espresso 手工调制浓缩咖啡
Tea Frappuccino Blended Beverage （星冰乐）
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• 星巴克精萃浓缩咖啡融合绵密奶泡，更浓郁甘甜。
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• Blend of Japanese matcha, steamed milk and delicate foam. Refreshingly aromatic and slightly sweetened.
• 这是一款优质抹茶粉与新鲜蒸奶、细腻奶泡完美融合 的饮料，清香、微甜。
An unique advertising strategy （独一无二的广告策略）
——Word-of-mouth marketing.
（口碑营销）
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“Starbucks coffee shop in China is developing fast. If I’m not in office, I’m willing to go to Starbucks coffee shop.”
Starbucks was founded by two teachers and one writer.
The first shop as well as its headquarter located in Seattle, Washington. At first, it only sold 2019/712/9
Howard Schultz joined in Starbucks.
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Starbucks expanded its business all over the world.
In 1992, Starbucks Coffee listed itself on the stock
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History
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Seattle • 1971
Howard Schultz
• 80’S
Became public • 90’S company
63 countries
• Now
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• Full leaf black tea blended with steamed milk and delicate foam, featuring a rich complexity and velvety with a full embodiment of perfect milk tea.
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• Vanilla or hazelnut（榛子） flavored latte, a splendid blend of fresh taste and mellow coffee.
• 开启拿铁的香草浪漫之旅。
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• Delicious Starbucks mocha chocolate, espresso, steamed milk and whipped cream.