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Histoty of Starbucks in China

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星巴克国际成功

Yakimova Alexandra (萨莎)

二零一四年六月

Starbucks (星巴克)是美国一家连锁咖啡公司。

星巴克销售各种产品,包括高品质的全豆咖啡,新鲜煮咖啡,意式浓缩咖啡饮料和冷饮料,食物,优质茶和饮料相关的配件和设备。

根据Mintel全球消费调研公司星巴克有美国的咖啡馆销售73 %的市场份额 (2012年, usatoday.com ),这是显著的,因为大部分的收入来自国内市场(21亿美元),相比只6.4亿美元是海外份额( marketingmagazine.co.uk )。星巴克当中的许多成就是在快餐店和快速的茶点行业# 1的咖啡和世界最商业道德公司之一的位置。星巴克被称为“每一个街角有的一间咖啡厅”。

1.星巴克发展历程

1971年3月30日,星巴克在美国西雅图开了第一家店。Jerry Baldwin, Zev Siegel和Gordon Bowker合作开了第一家星巴克。他们三人开店是受到Peet’s Coffee的影响。在开业的第一年,他们从Peet’s购买咖啡豆,而后,他们就直接从咖啡豆产地购买。1980年Siegl 把星巴克股份卖掉。1982年星巴克录用Howard Schultz作为营销和零售销售部门的经理。Schultz受到意大利米兰咖啡厅的影响。他爱上了意大利咖啡店的文化,并认为它可能在美国取得成功。可Baldwin与Bowker以为这样的营业策略市场风险的能力很高,所以解决了Schultz的想法。结果Schultz自己开了新的咖啡店Il Giornale。1988 Schultz和其他的Il Giornale投资者以370万美元代价收购了星巴克。 此后,星巴克变成了美国版的意大利咖啡屋,1994年,聘请Wright Massey替全球连锁店进行店内设计后,如今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 。优质的产品和服务,明确的市场定位以及积极的营销策略使得星巴克迅速成长为全球知名品牌。 在早期到90年代中期,星巴克开始了显著国内扩张。1991年,他们进入邮购目录业务。他们也大到机场。星巴克在Sea-Tac国际机场在西雅图开了第一个机场店。 下一个大的成功是星冰乐。星冰乐也带来了与百事合作:百事将装瓶和分销星巴克星冰乐遍布全国各地。 1998年,星巴克签署了分销协议,允许他们扩展到杂货店全国。 1992年,星巴克又与公众的首次公开募股。到这个时候,他们有165店,并很好地建立起来。他们获得了三亿美元,每股17美元。而此时,星巴克已经达到了国内成功,从这次开始可以们考虑国际扩张。

2. 星巴克为什么要国际扩张? 星巴克还打算调低在全球开设4万间店的长期计划,迄今已开了逾1.6万间。 第一星巴克的全球扩张的原因是扩大其品牌的愿望。Schultz寻求星巴克成为一个全球性品牌,并给世界带来“星巴克体验”。有星巴克尚未达到一个可观的市场。在这些市场,他们有可能取得成功。其中包括一个强大的,有竞争力的欧洲市场和东南亚,亚洲市场,星巴克可能是先发。作为一个在任何国际市场的先行者提供了 巨大的优势。日本的咖啡市场成长以及年轻一代开始看到美国文化作为新的和酷的。 另一个原因星巴克的全球扩张是为了扩大自己企业的社会计划。 星巴克曾发起并赞助了多项环保活动。他们已经制定了回收利用倡议,发起了节省水的技术在他们的商店中使用。星巴克还坚持买“树荫”的咖啡豆,这是更环保。 另一种社会责任所表现出星巴克如何处理与他们的种植者。他们是世界知名的支付他们的种植者高于市场价格的咖啡豆。 星巴克需要在其购买认证的“公平贸易”咖啡计划的一部分。 由于他们的全球扩张,星巴克已经开始在他们的商店卖Ethos Water。 一些从这些销售的利润大大有助于提供在第三世界国家的儿童干净的水。 最后,他们已经发起了一项名为“共同重建新奥尔良。” 该方案帮助卡特里娜飓风后重建新奥尔良的社区。…...

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