星巴克英文简介

Background Material of Starbucks Coffee1.General SituationFounded 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 MeaningStarbucks 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 RegionsIn 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 andSouth Korea;(3)Starbucks Coffee takes on 0% equity and totallyAuthorizes 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.。

Starbucks Company ProfileAugust 2012The 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 nearly 18,000 retail stores in 60 countries.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 the highest 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 cup of coffee.Total stores: 17,651* (as of July 1, 2012)Argentina, Aruba, Australia, Austria, Bahamas, Bahrain, Belgium, Brazil, Bulgaria, Canada, Chile, China,Costa Rica, Curacao, Cyprus, Czech Republic, Denmark, Egypt, El Salvador, England, Finland, France,Germany, Greece, Guatemala, Hong Kong/Macau, Hungary, Indonesia, Ireland, Japan, Jordan, Kuwait,Lebanon, Malaysia, Mexico, Morocco, New Zealand, Netherlands, Northern Ireland, Oman, Peru,Philippines, Poland, Portugal, Qatar, Romania, Russia, Saudi Arabia, Scotland, Singapore, South Korea,Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates, United States and Wales.Our PartnersWe offer 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 two landmark programs for our partners: comprehensive health coverage for eligible full‐ and part‐time partners and equity in the company through Bean Stock.* Includes Starbucks Coffee, Seattle’s Best Coffee and Evolution Fresh locations.Starbucks Company ProfileOur 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, Frappuccino® coffee and non‐coffee blended beverages, smoothies and Tazo® teas.Merchandise: Coffee‐ and tea‐brewing equipment, mugs and accessories, packaged goods, music, books and gifts. Fresh Food: Baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups.Consumer Products•Coffee and Tea: Whole bean and ground coffee (Starbucks and Seattle’s Best Coffee brands), Starbucks VIA® Ready Brew, Starbucks® K‐Cup® portion packs, Tazo® tea filterbags and tea latte concentrates.•Ready‐to‐Drink (RTD): Starbucks® bottled Frappuccino® coffee drinks, Starbucks Discoveries® chilled cup coffees, Starbucks Doubleshot® espresso drinks, Starbucks Doubleshot® Energy+Coffee drinks; Seattle’s Best Coffee® Iced Lattes, Starbucks Refreshers™ beverages, Tazo® bottled iced and juiced teas.•Starbucks® Ice Cream: Super‐premium coffee and coffee‐free flavors.Brand PortfolioStarbucks Coffee, Seattle’s Best Coffee, Tazo Tea, Evolution Fresh, La Boulange and Torrefazione Italia Coffee.Investor Information•Starbucks 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.Being 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.Ethical Sourcing: We take a holistic approach to ethically sourcing the highest quality coffee. This includes responsible purchasing practices, supporting farmer loans and forest conservation programs. When we buy coffee this way, it helps foster a better future for farmers and a more stable climate for the planet. It also helps create a long‐term supply of the high‐quality beans we’ve been carefully blending, roasting and packing fresh for more than 40 years.Environmental Stewardship: We share our customers' commitment to the environment. And we believe in the importance of caring for our planet and encouraging others to do the same. It is our goal that by 2015, 100% of our cups will be reusable or recyclable. We will also work to significantly reduce our environmental footprint through energy and water conservation, recycling and green construction.Community Involvement: From the neighborhoods where our stores are located to the ones where our coffee is grown – we believe in fostering thriving communities. Bringing people together, inspiring change and making a difference in people’s lives – it’s all part of being a good neighbor. By 2015, we hope to contribute one million volunteer hours each year to our communities.Website© 2012 STARBUCKS COFFEE COMPANY. ALL RIGHTS RESERVED.。

星巴克英文介绍范文第一篇：星巴克英文介绍范文Starbucks is an international coffee and coffeehouse chain based in Seattle, Washington.Starbucks is the largest coffeehouse company in the world, with 15,012 stores in 44 countries.Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks, and items such as mugs and coffee beans.Many of the company's products are seasonal or specific to the locality of the store.Starbucks-brand ice cream and coffee are also sold at grocery stores.星巴克是设在西雅图，华盛顿国际咖啡和咖啡馆链。

星巴克是世界上最大的咖啡馆公司与15,012 店在44 个国家。

星巴克销售滴咖啡、浓咖啡的热饮、其他冷热饮料、小吃、和杯子和咖啡豆等项目。

许多公司的产品都是季节性或特定于存储的地方。

在杂货店也卖了星巴克品牌冰淇淋和咖啡。

From Starbucks' founding in Seattle as a local coffee bean roaster and retailer, the company has expanded rapidly.In the 1990s, Starbucks was opening a new store every workday, a pace that continued into the 2000s.Domestic growth has since slowed, although the company continues to expand in foreign markets and is opening seven stores a day worldwide.The first location outside of the United States and Canada was established in 1990s, and theynow constitute almost one third of Starbucks' stores.从星巴克的创始在西雅图作为本地咖啡豆焙烧炉和零售商，公司得到了迅猛发展。

STARBUCKS COFFEEHistory1970'sThe 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.1980'sHoward 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 i n Seattle. He’s right – after trying lattes and mochas, Seattle quickly becomes coffee-crazy.1990'sThe demand for great coffee allows Starbucks to expand beyond Seattle, first to the rest of the United States, then further a field. After becoming one of the first companies to offer stock options to its part-time employees, Starbucks becomes a publicly traded company.2000'sThe Starbucks phenomenon continues. At the time of writing, Starbucks has more than 6,000 locations in over 30 countries. In addition to our excellent coffees and espresso drinks, people now enjoy Tazo® tea and Frappuccino® ice blended beverages.ProductsCaffè Mocha摩卡Caramel Macchiato焦糖玛奇朵Caffè Americano美式Caffè Latte拿铁Cappuccino卡布奇诺espresso特浓咖啡Caramel Coffee Jelly焦糖吉利Vanilla Frappuccino香草星冰乐coffee Frappuccino咖啡星冰乐mocha Frappuccino摩卡星冰乐Frappuccino® Blended Tea芒果茶星冰乐Decaf脱因咖啡non-fat脱脂牛奶frappuccino冰飲/冰咖啡Coffee frappuccino 星巴克的冰咖啡that called ice latte!!冰砂is called frappuccinothey make mistake! how much did u pay? frappuccino are normally more expensive then ice latte.you can always tell them they get you wrong drink and they will make you a new one marketing strategyTo take a flexible investment and cooperation mode based on different market conditions around the world.According to the proportion of the shares held by Starbucks headquarters of Starbucks around the world to see, the mode of cooperation of Starbucks around the world four cases.The benefits of doing so "it can borrow someone else's power to help it do a lot and the same time together. "in order to direct business-based”The reason why to take a direct way: behind the brand is in the business, Starbucks stringent requirements of the company's philosophy of their own business identity, brand recognition, emphasizing the action, discipline, consistency of qualityOur shop is the best advertising" Starbucks operators say. It is understood that, Starbucks has never been in the mass media spent a penny in advertising. This is both a economical and affordable way, Starbucks is unique! "Starbucks one of the main competitive strategy is to communicate with customers in the coffee shop, with particular emphasis on communication with customers. Requires that every waiter can have a premonition customer needs.。