星巴克 英文版简介P4

Background Material of Starbucks Coffee

1.General Situation

Founded in 1971, with its first shop as well as its headquarter located in Seattle of Washington, USA, Starbucks Coffee has developed into the most famous coffee chains in the world. In March 1987，Howard Schultz, the marketing manager of Starbucks Coffee of that time, bought the small coffee shop and re-organized it. From then on, Starbucks Coffee jumped out of its original frame and began to sell coffee drinks. Gradually, it developed from a small retail shop of coffee bean restricted in Seattle into an international chain.

In 1922, Starbucks Coffee listed itself on the stock market, NASDAQ. At present, its chain coffee shops have climbed up to more than 13,000 in the whole world and in China, it has 707 chains in all.

Starbucks Coffee has more than 30 retailing products, including coffee beans of top class, hand-made espresso, hot and cold coffee beverages, fresh and delicious pastry food, coffee machine of rich variety, coffee cup and so on and so forth.

2. LOGO and Its Meaning

Starbucks Coffee launched its newest LOGO in 2011. Actually, It has changed its logo for many times on basis of its first image of mermaid. The newest LOGO deleted the original the circle and the word “coffee”, only leaving the image of mermaid. This change means more open and free development model and products of Starbucks Coffee in the future.

3. Core Values of its Enterprise Culture

(1) Respect and rely on the employees and promote the enterprise through its own staff.

(2) Respect its own customers and take them as friends.

(3) Respect all the suppliers and share interests with them.

(4) Return the society.

4. Administration Team

(1) Outstanding Leadership: CEO, Senior Vice President of Retail Co., CFO, COO. (2) Competitive Secondary Management Team: Know very well the relative knowledge of coffee; Provide excellent service. 5. Principle of Its Expansion (1) Unity of its Trans-regional Development;

(2) Innovation of its Trans-regional Development;

(3) Localization.

6. Business Model in different Regions

In Europe, America and other countries of Asia:

(1) Starbucks Coffee takes on 100% equity, e.g. Britain, Thailand and Australia;

(2) Starbucks Coffee takes on 50% equity, e.g. Japan and South Korea;

(3) Starbucks Coffee takes on 0% equity and totally Authorizes Operating Right to the opposite, e.g. Philippine, Singapore, Malaysia and Beijing.

In China:

(1) At first several years, Starbucks takes on very little equity, about 5%, e.g. primary cities as Taiwan, Hongkong and Shanghai.

(2) From 2003 on, Starbucks Coffee made an overall strategy adjustment, and increased its share, gradually shifting its authorization relationship with the involved paties to cooperation relationship.

(3) Starbucks Coffee is planing to take back all equity and shift all its coffee shops into Company-owned ones.

7. Why does Starbucks Coffee mean to run Company-owned Shops in China?

According to the data of 2001 and 2002, merely in Shanghai city, Starbucks Coffee got RMB 32,000,000 yuan profits, which is unimaginable in other countries. Besides, there will be much greater profit space in China in the future. While Starbucks Coffee could only get mere 5% share from the rich profits. Therefore it decided to shift all of its coffee shops in China into Company-owned ones.