1、Name:LiCunLong (李存龙)Speciality：Department：Chemistry and chemical engineering（化学化工）Home town:1、Do you like drinking coffee？2、Have you ever been to Starbucks to drink a cup of coffee?3、Do you know the history of Starbucks?4、Do you know what products are sold in Starbucks except coffee？historyhistorypr
2、oductsproductsmarketingmarketingThe History of Starbucks The story of Starbucks coffee history begins in Seattle in 1971,when three friends with a passion for fresh coffee,Jerry Baldwin,Zev Siegel and Gordon Bowker,opened a small shop and began selling fresh-roasted,gourmet(精致的)coffee beans and brew
3、ing and roasting accessories（附属物）.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.Starbucks is the worlds first specialty coffee retailer,it has more than 16,850 coffee shops in
4、over 40 countries and regions,and has grown to be a“Green giant”from a little sea-maid(小美人鱼).Productsroducts 焦糖玛奇朵 Caramel Macchiato 浓缩咖啡Espresso (Solo Espresso&Duppio Espresso)Starbucks Frappuccino series 焦糖咖啡星冰乐 Caramel Coffee Frappuccino 摩卡星冰乐 Mocha FrappuccinoNO.3 marketingmarketing strategy To
5、take a flexible investment and cooperation mode based on different market conditions around the worldThe benefits of doing so it can borrow someone elses power to help it do a lot and the same time together.DIRECT WAYThe reason why to take a direct way:behind the brand is in the business,Starbucks s
6、tringent requirements of the companys philosophy of their own business identity,brand recognition,emphasizing the action,discipline,consistency of qualitydo not spend a penny to advertiseOur shop is the best advertising Starbucks operators say.It is understood that,Starbucks has never been in the ma
7、ss media spent a penny in advertising.This is both a economical and affordable way,Starbucks is unique!the style:full use of experienceStarbucks one of the main competitive strategy is to communicate with customers in the coffee shop,with particular emphasis on communication with customers.Requires
8、that every waiter can have a premonition customer needs.In addition,Starbucks specializes in coffee outside of the experience,atmosphere management,store design personalized,warm light and soft music.Focus on the concept of the(present experience),the emphasis on work,life and entertainment,the care
9、ful management right now this time life experience.design:performance characteristicsIt is understood that in the U.S.headquarters of Starbucks,has a dedicated design studio,a group of professional designers and artists,designed the worlds Starbucks stores.Starbucks every store,on the basis of a unified brand,but also to maximize the personality characteristics.Such as Starbucks,Shanghai,China,mainly to young consumers.Lets enjoy some beautiful picturesMicrosoftOffice 2010Thanks
