Starbucks

b k
International
Operations

ByGroup5

ALLSNOTWELL
ALL
SNOTWELL
WITHSTARBUCKS

2003 US

Starbucks NetIncome 31% 21 %

Starbucks Product 1%

Starbucks Operation US Japan,

Europe,MiddleEast

Focus
US

BACKGROUND NOTE
1971

JerryBaldwin,ZevSiegel,GordonBowker
Seattle Starbucks
Seattle

1981

Schultz Hammarplast
Starbuck

1982
8

S h l Starbucks
Schultz
S b k
M k i M
MarketingManager

1983

Schultz Milan
Starbucks

BACKGROUND NOTE
1985

Schultz IIGiornale Seattle

1987

Starbuck Schultz
Starbuck

Starbuck
Starbuck

1990

Schultz Starbuck
Starbuck
Chicago,LosAngeles
Chicago LosAngeles
Overhead Schultz

1991

1992

NewYorkStockExchange $17

BACKGROUND NOTE
Starbuck
St b k

DistributionCost
Di t ib ti C t

18
1994 145
145

,
Partner :CanadianAirlines,UnitedAirlines
:StarwoodHotels,BarnesandNoble
Serve Starbuck

BACKGROUND NOTE
ProductInnovation

Ice cream
Pepsi Product

Growth20% 1991
6 8%

US Starbucks
2003Starbucks 1,532 23%

International Expansion Strategies

:

InternationalMarket: Product &Service

Exporting

1990
99

Location

Turnkey
Project

Contractor
Contractor
Setup
Setup

Training, Process
Operation
ForeignClient
g

FDI

Licensing

Technology

Location

International Expansion
Strategies
International Expansion Strategies

Franchising

License

franchiser

Joint
Ventures

Product

Knowledge

Partner
Share

Technology

Wholly
y
Owned
Subsidiaries

100%
Local
Country
SetupOperation

Promote

gy
ProtectTechnology

International Expansion Strategies

Seattle
+
S b k
Starbuck

StarbuckInJapanwithSASABY:Learnfromthepartner Producethenew
productandbecamepopular
StarbuckInAsia
b k
:

StarbuckInEurope
:
StarbuckInMiddleEast

+
:

ProblemsinInternationalMarkets
TypeofRiskininternationalMarket
StrategiesRisk
g

fiveforce
,, Supplier,

OperationRisk

,,,

,, Leadtime

PoliticalRisk

Macropoliticalrisk ,
Micropoliticalrisk
Micropoliticalrisk

CountryRisk

Technological
Risk

- , ,

Environmental
Risk

,

,

ProblemsinInternationalMarkets
2000 Starbucks

: 2003
: 6
NGOs


:

Starbucks


Operationcost

Operationcost

Future Prospects
OperationCost
Supplier

Starbucks

Political&SocialPerspectives



CSR(Corporate
SocialResponsibility)
CSRPlatform

WinWinSituation
Recycle//

OperationCost

supplier
s pplier

, Leadtime
,

Starbucksclosing600storesintheUS

www.business.com July 1, 2008

Starbuck 600
19%
16,226
6 6

7,257 US. 1,867 7,102 licensepartner

cannibalization

Starbuck
recession

Starbucks
Starbuck
Location

Starbuck
Supplier

Customerneed

Starbucks

Starb cks
Starbucks

Starbuck

 Starbucks

(Entrystrategy)

Exporting

Turnkeyprojects

Licensing

Franchising

Jointventures

Whollyownedsubsidiaries

1. IndustryAnalysis
Fiveforcesmodel
1)
2))
3)
4)
5)

Threatofsubstitutes
Threatofnewentrantsintheindustry
h
f
h d
Bargainingpowerofsupplier
Bargainingpowerofcustomers
g
gp
Intensityofcompetition

I d t St t
IndustryStructure

2 EnvironmentalAnalysis
2.EnvironmentalAnalysis

Social
bar Starbuck

Greenteacoffee
Political
Political

Economic

Environment
Law

Technology

 Starbucks

Starbucks

Starbucks
1%

 Starbucks

Starbucks

16

Pricing Promotion
JoinPromotion Quality
(HumanConnection)
H
C
i

1. Espresso
M
Mastrena



2010

2.

b k
3. Starbucks

4. Starbuckscard
b k
d
WiFi2
BrewedCoffee

5. BrewedCoffee
d C ff
1015

1

5577

Brewed 30
Brewed
(())
Blend PikePlaceRoast
((PikePlace
((PikePlace
Seattle))
Coffeeoftheday

6. CloverCoffeeMachine

Brewedtoorder


!!!!

TeamMember
NAME



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