STARBUCKS

9331337 姚嘉寧
9331376 吳幸儒
9331373 曾琬琇
 Background
Began in 1971

First Store – in Seattle

The Branches Stores All

Over The World
Starbucks In Taiwan
Began in 1998
The First Store in
Taiwan –
In Tien Mu, Taipei City
The Branches Stores in
Taiwan
 Products of Starbucks
Fresh Brewed Coffee
Italian – Style Espresso
Beverages
Coffee Related Accessories &
Equipment

Coffee Alternatives
The Inside Management of
Starbucks
Plan

Organization

More than 4P?!

 Plan
Vision Howard Schultz’s Coffee Dream
Mission The Company's objective is to
establish Starbucks as the most
recognized and respected brand
in the world.
Strategic Supply joy and great working
environment. Treat all the
workers with respect. Bean Stock
Operation Bean Stock
 Organization
CEO

Vice General Manager International General Manager

Capital HR Finance Design R&D Marketing AD

 More than 4P?!
 price

 place

 promotion

 product

 passion

 personal

 people
 Price
The Luxury which can be
afforded easily
140

120
STA R B U C K S

100

Is coffee
80

60
Price 丹堤
40

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 140

120
STA R B U C K S

100

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80

60
Price 丹堤
40

20 真鍋

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 Promotion
The pleasant atmosphere

Try for free

Creativeand elaborate cookies

and goods

High quality and reputation

 Place
“The Third Place”
a place between home and
workplace

Convenient
downtown-in order to make people
get there easily
 Product

The Best Coffee Beans

The Freshest
 Passion
Pour all your heart into the
cups!

Good interaction between

employees
 Personal

Personal Right

Personal Feelings
 People
Friendly and kind service

Always wearing smile

The Marketing and Strategy
 Coffee for Starbucks

 Decoration and Location

 Business Serving
Coffee for Starbucks
 Purchase
1 Latin America

2 The Pacific

3 Africa and Arabia

 Quality
1 Aroma

2 Acidity

3 Body

4 Flavor
Decoration and Location
1. Decoration

2 Location
 Business Serving
 For Employee
1. Relationship

2 Don’t force their worker

 For Customer
Analysis and Suggestion

 SWOT Analysis

 Suggestion of Future Development

 Strengths
 STARBUCKS is a multinational
corporation.
 It has a consummate manage
system.
 The clerks are considerate and
patient.
 STARBUCKS has regular and loyal
consumers.
 The environment is comfortable and
elegant.
 Weaknesses
 The options on the menu are not
many to choose.
 The price is still higher than others.
 The consuming customer group is
limited.
 STARBUCKS is joint venture, not
franchise organization.
 Most people still have meals in fast
food restaurants.
 Opportunities
 Provide coffee coupons.

 Open more shops and branches.

 There
are still lots of potential
consumers need to discover.

 Provide more product options.

 Threats
 The coffee beans are all imported.
The cost may be higher and unstable.
 Each country has a different
government policy.
 There are lots of big competitors in
Taiwan.
 The tastes and flavors may not meat
everyone.
 Suggestions (I)
 Make its shops with more
diversification and characteristics.

 Find cooperate partners.

 Try
to stabilize the supply of
materials.
 Suggestions (II)
 Narrowing the spatial differences of
countries.

 Focusmore on the environmental

protection.

 Develop and provide more products.

 Conclusion
 Why STARBUCKS is so successful
in Taiwan, even the whole world?

 They have good management,

strategies, and marketing.

 STARBUCKS could definitely be

all corporations’ model.
Thanks for Your
Attention