Starbucks星巴克英文介绍

A Sample of Company Profile: StarbucksThe Starbucks StoryOur story began in 1971. Back then we were a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattle’s Pike Place Market. Today, we are privileged to connect with millions of customers every day with exceptional products and more than 30,000 retail stores in 80 markets.FolkloreStarbucks is named after the first mate in Herman Melville’s Moby Dick. Our logo is also inspired by the sea – featuring a twin-tailed siren from Greek mythology. Starbucks MissionOur mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.Our CoffeeWe’ve always believed in serving the best coffee possible. It's our goal for all of our coffee to be grown under the highest standards of quality, using ethical sourcing practices. Our coffee buyers personally travel to coffee farms in Latin America, Africa and Asia to select high quality beans. And our master roasters bring out the balance and rich flavor of the beans through the signature Starbucks Roast.Our StoresOur stores are a neighborhood gathering place for meeting friends and family. Our customers enjoy quality service, an inviting atmosphere and an exceptional beverage. Total stores: 30,000 across 80 markets (as of June 30, 2019)Our PartnersWe offer some of the finest coffees in the world, grown, prepared and served by the finest people. Our employees, who we call partners, are at the heart of the Starbucks Experience.We believe in treating our partners with respect and dignity. We are proud to offer several landmark programs for our partners, including comprehensive health coverage for eligible full- and part-time partners, access to full college tuition coverage through the Starbucks College Achievement Plan, and equity in the company through Bean Stock.Our ProductsStarbucks offers a range of exceptional products that customers enjoy in our stores, at home, and on the go.Coffee: More than 30 blends and single-origin premium coffees.Handcrafted Beverages: Fresh-brewed coffee, hot and iced espresso beverages, Iced Coffee, Cold Brew, Nitro, Frappuccino® coffee and non-coffee blended beverages, Starbucks Refreshers® beverages, and Teavana® teas.Merchandise: Coffee-and tea-brewing equipment, mugs and accessories, packaged goods, books and gifts.Fresh Food: Baked pastries, cold and hot sandwiches, salads, salad and grain bowls, oatmeal, yogurt parfaits and fruit cups.Consumer products available where groceries are soldCoffee and Tea: Whole bean and ground coffee (Starbucks and Seattle’s Best Coffee brands), Starbucks VIA® Instant, Starbucks espresso capsules available on the Nespresso and Nescafé Dolce Gusto systems, Starbucks® Coffee K-Cup® pods, Starbucks® and Teavana® Verismo® pods.Ready-to-Drink (RTD): Starbucks® bottled Frappuccino® coffee drinks, Starbucks Iced Latte, Single Serve Cold Brew, Doubleshot® Coffee Smoothies, Teavana Craft Iced Teas, Teavana Sparkling Craft Iced Teas, Starbucks Discoveries® chilled cup coffees, Starbucks Discoveries Iced Café Favorites®, Starbucks Iced Coffee, Starbucks Doubleshot® espresso drinks, Starbucks Doubleshot® Energy Coffee drinks; Starbucks Refreshers® beverages, Evolution Fresh™ bottled juices.Brand PortfolioStarbucks Coffee, Seattle’s Best Coffee, Teavana, Evolution Fresh, Ethos Water and Torrefazione Italia Coffee.Investor InformationStarbucks went public on June 26, 1992 at a price of $17 per share (or $0.53 per share, adjusted for subsequent stock splits) and closed trading that first day at $21.50 per share.Starbucks was incorporated under the laws of the State of Washington, in Olympia, Washington, on Nov. 4, 1985.Starbucks Corporation's common stock is listed on NASDAQ, under the trading symbol SBUX.For more information, please visit Starbucks Investor RelationsBeing a Responsible CompanyAt Starbucks, we have always believed in the importance of building a great, enduring company that strikes a balance between profitability and a social conscience.It started with our early travels to the places where our coffee is grown, understanding that our future is inextricably tied to the futures of farmers and their families. We nurtured personal relationships and built a global network of support to create a new way to produce coffee: one that is sustainable, transparent and good for people and the planet. As the threats of climate change have grown, we have been working to help coffee farms adapt and find innovative solutions in how we build and operate our stores, while reducing the environmental impact of our cups, straws and lids.Our stores are often the heart of a neighborhood, and we strive to make each one a welcoming and inclusive Third Place. As we have grown, so too has our opportunity to make a positive impact, from alleviating hunger through our food donation program to making investments in local partnerships and coffee-and tea-origin communities through The Starbucks Foundation.Stitching all these efforts together is a common thread – a green thread – one that is woven in the fabric of our company by the more than 300,000 men and women who proudly wear the green apron. We are dedicated to making our partners proud, providing pay equity and investing in their success. And we are working to hire veterans and military spouses, refugees, Opportunity Youth and those formerly incarcerated, and helping them build their futures once they are with us.As it has been from the beginning, our purpose goes far beyond profit. We believe in the pursuit of doing good.。

盛年不重来，一日难再晨。

及时宜自勉，岁月不待人。

Table of Contents1.Introduction of Starbucks2.Development history of Starbucks3.Producut of Starbucks4.Starbucks in China5.SWOT Analysis of Starbucks1.introduction of StarbucksStarbucks Corporation (SBUX) is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 50 countries, including over 11,000 in the United States, over 1,000 in Canada, and over 700 in the United Kingdom.Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and panini, pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores.2.Development history of StarbucksStarbucks has always been a place where you can find the world’s best coffe es. But in 1971, you would have had to travel all the way to our only store in Seattle’s historic Pike Place Market.●1970sThe first Starbucks opens. The name comes from Herman Melville’s Moby Dick, a classic American novel about the 19th century whaling industry. The seafaring name seems appropriate for a store that imports the world’s finest coffees to the cold, thirsty people of Seattle.●1980sHoward Schultz joins Starbucks in 1982. While on a business trip in Italy, he visits Milan’s famous espresso bars. Impressed with their popularity and culture, he sees their potential in Seattle. He’s right – after trying lattes and mochas, Seattle quickly becomes coffee-crazy.●1990sStarbucks expands beyond Seattle, first to the rest of the United States, then the entire world. After becoming one of the first companies to offer stock options to its part-time employees, Starbucksbecomes a publicly traded company.●2000sThe Starbucks phaenomenon continues. As of this writing, Starbucks has more than 6,000 locations in over 30 countries.Dub Hay as senior vice president, Global Coffee Authority this November3.Product of Starbucks●BeveragesEspresso(Hot espresso/ Iced espresso)Frappuccino(Blended coffee / Blended cream / Blended juice)Coffee and tea(Brewed coffee /Tea /Other favorite )●FoodBreakfast(Honey Raisin Scone / Honey Raisin Toast / Blueberry Danish/ French Croissant)Afternoon(New York Cheesecake / Blueberry Cheesecake/ Chocolate Truffle Cake)Other food(Mini honey raisin scone /Mini Chocolate Muffin /Mini Apricot Financier/Mini Marble Cheese Cake) ●TeaChinese tea(Mudan White Tea /Jinxuan Oolong tea /Biluochun Green Tea )Exotic(Earl Grey/ Chai/ English Breakfast)4.Starbucks in China4.1Development history in ChinaStarbucks Coffee International (SCI) entered China market in1998 with the opening of its first store in Taipei, Taiwan. The first Starbucks store located in mainland China was opened in Beijing in January 1999 through a licensing agreement with Mei Da Coffee Co. Ltd. To support the accelerated expansion into mainland and achieve greater penetration throughout the region, the Starbucks Greater China Support Center was established in Shanghai in 2005. Since then, at the end of Q4 fiscal year 2010, there are more than 750 Starbucks locations throughout China, including Hong Kong, Macau and Taiwan.4.2 Special products to meet the demand in ChinaIn order to gain a large share in Chinese market , Starbucks has to work out plans to develop new products to cater the consumer demands for traditional Chinese festivals.Following are the products:1.Conbine Chinese tea to western coffee to create a wonderful flavor popular to both Chinese andwesterners.2. Chinese Zongzi (traditional Chinese rice- Pudding) on Dragon Boat Festival.3. Mooncake on Mid-autumn Festival.4. Special food and cups during spring festival5.SWOT Analysis of StarbucksStrengths(1) Business model of agile choiceStarbucks is good at according to different market situations all over the world take agile investment and cooperation mode.(2) Brand advantageMake full use of the "third life space" type of experience. In the center of the consumer demand from products to service, in the service to the era of experience, Starbucks successfully created a to create "Starbucks experience" for the characteristics of the "coffee religion", Starbucks and general coffee shop different places is endowed with a cup of coffee more rich experience and deeper cultural connotation.(3) Technology advantageStarbucks has always been the pursuit of quality excellence, adhere to provide customers highSTRENGHSWEAKNESSESInnovative business model Brand advantage Technology advantageNew product development and innovation Considerate customer service Store location advantageThe short of capital High priceHigh concentration level Lack of diversificationOPPORTUNITIESTHREATSE-businessexpand its global operationsCompetitors Cost raisingThe threat of new entersquality products. In order to let all love Starbucks can enjoy the most pure coffee, Starbucks is very critical and demanding for raw materials, whether the transportation of coffee beans, baking, preparation or finally put the coffee end to the customer of the that moment, everything must comply with the most stringent standards. In addition, Starbucks has more than 30 money hand-made espresso and coffee in hot drinks, coffee species diversity, both pure, also have instant; Both Italian and Latin American taste, to meet the different tastes of consumers.(4) New product development and innovationStarbucks in the innovation has been walking in the front of the coffee chain, from cappuccino, frappuccino, coffee taste beer and other new creative great success, to the invested heavily to espresso extraction technology research and development success, all show that the Starbucks in innovation has a lot of advantages.Starbucks is also in the internationalization and localization between seek a natural fusion, in March 2010, Starbucks will be unique "Starbucks experience" further extends to the Chinese consumers favorite tea drinks field, which contains Chinese tea and exotic tea two kinds of tea products, including nine precipitated in the global tea drink Starbucks on the rich experience.(5) Considerate customer serviceIn the service process, Starbucks implement a "constant system" of the "one to one", really sincere service for client consider.(6) Store location advantageFully occupy the favorable business circle. For coffee retail sector, good location is set up shop a very important component of success, Starbucks coffee in the store location is in the center of the basic choice or prosperous business people crowded sections, and strive to make customers anytime, anywhere can find Starbucks.●Weaknesses(1)The short of capitalWhenever Starbucks plan to open a new shop, it would always be put in the most prosperous location of the city. Just in Shanghai, it needs 2 millions to open a new shop. It means that how to solve the demand of capital, labor and reserve resources is a big challenge for Starbucks.(2)High priceThe price level of Starbucks is higher than corporations in the same industry. It concentrate on developing the high-end product and give up the profit from the low-income people. It will lead a high risk for Starbucks’ daily operation. Because Once(3)High concentration levelThe organization has a strong presence in the United States of America with more than three quarters of their cafes located in the home market. It is often argued that they need to look for a portfolio of countries, in order to spread business risk.(4)Lack of diversificationThe organization is dependant on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise.●Opportunities1) Starbucks are very good at taking advantage of opportunities.2) In 2004 the company created a CD-burning service in their Santa Monica (California USA)cafe with Hewlett Packard, where customers create their own music CD.3)New products and services that can be retailed in their cafes, such as Fair Trade products.4)The company has the opportunity to expand its global operations. New markets for coffee suchas India and the Pacific Rim nations are beginning to emerge.5)Co-branding with other manufacturers of food and drink, and brand franchising to manufacturersof other goods and services both have potential.6)e-business.Starbucks has the courage to try something challenging and innovative, for example, the construction of ‘the third space’, taking advantage of e-business.ThreatsAfter rapidly expanding, there exist a potential risk that the burden of set new cooperate chain is heavy. At the same time, because Franchisee is not allowed, operato rs can’t wait for benefits rely on its initial fee. There are a lot of competitors in potential and reality.What’s more, no one knows if the market for coffee will grow and stay in favor with customers, or whether another type of beverage or leisure activity will replace coffee in the future. Starbucks are facing with treats as follows:(1) Cost raisingStarbucks are exposed to rises in the cost of coffee and dairy products.(2) The threat of new entersSince its conception in Pike Place Market, Seattle in 1971, Starbucks' success has lead to the market entry of many competitors and copy cat brands that pose potential threats.(3)CompetitorsMainland China market existing Taiwan Shang Dao coffee, Japan really pot of coffee, and other coffee later into china ,Starbucks coffee among all as its biggest competitor, "coffee wars" royaltieshave become inevitable.Starbucks mission statement is 'Establish Starbucks as the premier purveyor of the finest coffee in the world.’ Facing with the competition from the c offee industry, the convenience store, fast food restaurant and coffee machine, Starbucks have a long way to go in the future.Solution• Starbucks should take price discrimination strategy, which means it should offer products with different price levels for people with different income level.• Starbucks should set up a road map to achieve diversification, not only sell coffee , but also the cake, fruit salad and so on.• Starbucks should have regular research for the better understanding of its comp etitors and better service for its consumers.。

文章标题：Starbucks: A Global Icon of Coffee CultureStarbucks, a household name synonymous with coffee, has evolved from a small Seattle-based coffee shop to a global retail giant. Its journey is a remarkable testament to the power of a strong brand, quality products, and innovative marketing strategies. This essay explores the rise of Starbucks, its impact on coffee culture, and its continued relevance in the modern world.The genesis of Starbucks dates back to 1971, when three friends—Jerry Baldwin, Zev Siegl, and Gordon Bowker—opened the first store in Pike Place Market, Seattle. Initially, the store specialized in selling high-quality coffee beans and equipment. However, it wasn't long before customers expressed a desire for a place to enjoy their coffee, leading to the introduction of espresso-based beverages and a cozy atmosphere.The key to Starbucks' success lies in its ability to create a unique and inviting experience for its customers. From the moment customers enter a Starbucks store, they aregreeted by the familiar aroma of coffee, the cozy atmosphere, and the friendly staff. The store's interior design, often featuring warm tones and inviting seating areas, encourages customers to stay and enjoy their beverages. Additionally, Starbucks' commitment to using only the finest coffee beans and fresh ingredients ensures that each cup of coffee or beverage tastes exceptional.Another crucial aspect of Starbucks' success is its innovative marketing strategies. The company has always been at the forefront of leveraging technology to enhance the customer experience. For instance, the introduction of mobile ordering and payment options has made it easier for customers to order their favorite beverages on the go. Furthermore, Starbucks' loyalty program, which rewards customers with free drinks and other perks, has been a successful tool to increase customer retention and brand loyalty.Moreover, Starbucks has also capitalized on its brand recognition by expanding its product line to include a range of food items, merchandise, and even digital content. This diversification has not only broadened the company'srevenue streams but has also further strengthened its position as a lifestyle brand.The influence of Starbucks on coffee culture is undeniable. It has single-handedly revolutionized the way people consume and perceive coffee. Before Starbucks, coffee was often seen as a quick and utilitarian beverage. However, Starbucks transformed it into an experience, a ritual, and even a social activity. People now associate coffee with relaxation, conversation, and community, and Starbucks has been at the forefront of this cultural shift. In conclusion, Starbucks has become a global icon of coffee culture, thanks to its commitment to quality, innovative marketing strategies, and ability to create unique and inviting experiences for its customers. As the company continues to expand its reach and diversify its offerings, it remains a powerful example of how a brand can not only succeed commercially but also shape culture and influence people's lives.**星巴克：咖啡文化的全球象征**星巴克，这个与咖啡同名的家喻户晓的品牌，已经从西雅图的一家小咖啡店发展成为全球零售巨头。