1、STARBUCKS COFFEEvHistoryvProductsvExamplevAdvantagevfutureNO.1 Historyistory 1970s The first Starbucks opens.The name comes from Herman Melvilles Moby Dick,a classic American novel about the 19th century whaling industry.The seafaring name seems appropriate for a store that imports the worlds finest
2、 coffees to the cold,thirsty people of Seattle.The original Starbucks logo 1980s Howard Schultz joins Starbucks in 1982.While on a business trip in Italy,he visits Milans famous espresso bars.Impressed with their popularity and culture,he sees their potential in Seattle.Hes right after trying lattes
3、 and mochas,Seattle quickly becomes coffee-crazy.The second Starbucks logoThe third Starbucks logo 1990s 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
4、to its part-time employees,Starbucks becomes a publicly traded company.1987-1992 2000s 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 Frappuc
5、cino ice blended beverages.1992-todayThe new-born Starbucks came into the world on August,18,1987.It changed the original framework.Sarbucks provides the middle class with a fashionable social meeting place which is of pure and fresh style.The unique feature Starbucks has three partners in China.The
6、 first Starbucks coffee shop in China opened successfully on Jen,11,1999Development in ChinaNO.2 Productroducts s Starbucks Outdoor AdvertisingThe ad is a venti-sizedStarbucks cup magnetically connected to theroofs of about 100 Boston taxicabs.NO.3 marketingmarketing strategy To take a flexible inve
7、stment and cooperation mode based on different market conditions around the world According to the proportion of the shares held by Starbucks headquarters of Starbucks around the world to see,the mode of cooperation of Starbucks around the world four cases.The benefits of doing so it can borrow some
8、one elses power to help it do a lot and the same time together.in order to direct business-basedThe reason why to take a direct way:behind the brand is in the business,Starbucks stringent requirements of the companys philosophy of their own business identity,brand recognition,emphasizing the action,
9、discipline,consistency of qualitydo not spend a penny to advertise“Our shop is the best advertising Starbucks operators say.It is understood that,Starbucks has never been in the mass media spent a penny in advertising.This is both a economical and affordable way,Starbucks is unique!the style:full us
10、e of experience Starbucks one of the main competitive strategy is to communicate with customers in the coffee shop,with particular emphasis on communication with customers.Requires that every waiter can have a premonition customer needs.Welcome toNO.5 advantageadvantage first advantage,Starbucks reg
11、ard itself as the third placeand have a lot of loyal customers.I will move on to the next point,Starbucks take majorities of manners to manage its brand,like top heavy roasting bean skill、professional employers、imitate relationship with customers and staff.The third one is that Starbucks provides fa
12、vorable wages and benefits,their partners also can be treated like them.Fourthly,the high quality is the most key strong point in the competition.Starbucks coffee orgians from Guatemala which produces authentic coffee.Last advantage is good location,Starbucks pay attention to open up their shop near the place where there are many stations,supermarkets and office buildings.THANKS
