sowt分析星巴克英文

2.1 整体背景环境分析2.2 SWOT分析SWOT矩阵分析星巴克2.2.1 星巴克竞争优势（1）经营模式的灵活选择：星巴克善于根据世界各地不同的市场情况采取灵活的投资与合作模式。

在中国的经营模式从最初进入中国市场采取合资和特许加盟的授权经营方式规避市场风险到如今随着国内市场走势一路良好，消费群体的逐渐稳定，为了更好的控制星巴克的服务品质，获得更大的利润，而叫停特许经营，回收股权，变身直营经营。

（2）品牌优势：充分运用“第三生活空间”式的体验。

在消费者需求的中心由产品转向服务，在由服务转向体验的时代，星巴克成功地创立了一种以创造“星巴克体验”为特点的“咖啡宗教”，星巴克与一般咖啡店不同的地方在于赋予了一杯咖啡更丰富的体验和更深层次的文化内涵。

店内颇有情趣的灯光设计，咖啡色的桌椅，个性化的装饰，优美的音乐旋律，营造出温馨的意境，闻着空气中弥漫着的咖啡浓郁香味，再品尝着同样考究而且种类繁多的咖啡和糕点，在星巴克消费，总能获得一种独特的感受。

（3）咖啡技术优势：星巴克始终追求品质上的卓越，坚持提供给顾客高品质的产品。

为了让所有热爱星巴克的人都能品尝到最纯正的咖啡，星巴克对原材料十分挑剔与苛求，无论是咖啡豆的运输、烘焙、配制还是最后把咖啡端给顾客的那一刻，一切都必须符合最严格的标准。

此外，星巴克拥有30多款手工制作的浓缩咖啡和多款咖啡冷热饮料，咖啡种类多样，既有原味的，也有速溶的；既有意大利口味的，也有拉美口味的，能迎合不同口味的消费者。

（4）新产品的研发与创新：星巴克在创新方面一直走在咖啡连锁店的前面，从卡布其诺、星冰乐、咖啡味啤酒等新创意的巨大成功，到投入巨资对浓缩咖啡萃取技术的研发成功，无不表明了星巴克在创新方面拥有很大的优势。

星巴克还在国际化与本土化之间寻求一个自然的融合，2010年3月，星巴克将独一无二的“星巴克体验”进一步延伸到了中国消费者所喜爱的茶饮品领域，推出了包含中式茶和异域茶两大类共9款茶品，沉淀了星巴克在全球茶饮上的丰富经验。

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.。

整体背景环境分析SWOT分析SWOT矩阵分析星巴克内部因素外部因素优势（Strengh）劣势（Weakness）1、经营模式的灵活选择2、品牌优势3、咖啡技术优势4、新产品的研发与创新5、细致周到的顾客服务6、门店位置优势1、组织结构的效率不够2、供应链的管理压力3、资金链管理的压力4、体验淡化、服务水平下降5、价格偏高机会（Opportunity）SO（利用）WO（改进）1、市场进入的空缺2、时代大背景的契机3、中国咖啡市场潜力巨大（1）市场占有率扩大战略（2）品牌延伸（1）直营策略（2）品牌危机扭转战略（3）差异化政策威胁（Threat）ST（监视）WT（消除）1、竞争对手众多2、替代品的丰富和提升3、原料成本的上升4、地区发展的不平衡性5、金融风暴的冲击（1）差异化战略（2）公关策略（3）提价策略（4）弹性价格体系（1）产品线收缩策略（2）关掉不盈利或亏损的店面（3）寻找更低价格的供应商星巴克竞争优势（1）经营模式的灵活选择：星巴克善于根据世界各地不同的市场情况采取灵活的投资与合作模式。

在中国的经营模式从最初进入中国市场采取合资和特许加盟的授权经营方式规避市场风险到如今随着国内市场走势一路良好，消费群体的逐渐稳定，为了更好的控制星巴克的服务品质，获得更大的利润，而叫停特许经营，回收股权，变身直营经营。

（2）品牌优势：充分运用“第三生活空间”式的体验。

在消费者需求的中心由产品转向服务，在由服务转向体验的时代，星巴克成功地创立了一种以创造“星巴克体验”为特点的“咖啡宗教”，星巴克与一般咖啡店不同的地方在于赋予了一杯咖啡更丰富的体验和更深层次的文化内涵。

店内颇有情趣的灯光设计，咖啡色的桌椅，个性化的装饰，优美的音乐旋律，营造出温馨的意境，闻着空气中弥漫着的咖啡浓郁香味，再品尝着同样考究而且种类繁多的咖啡和糕点，在星巴克消费，总能获得一种独特的感受。

（3）咖啡技术优势：星巴克始终追求品质上的卓越，坚持提供给顾客高品质的产品。

SWOT案例分析星巴克(Starbucks)SWOT分析案例优势－星巴克集团的盈利能力很强，2004年的收入超过6亿美元。

劣势－星巴克以产品的不断改良与创新而闻名。

（译者注：可以理解为产品线的不稳定）机会－新产品与服务的推出，例如在展会销售咖啡。

威胁－咖啡和奶制品成本的上升。

Starbucks SWOT分析原文[2]Strengths(优势)Starbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.The company generated revenue of more than $5000 million in the same year.星巴克公司是一个非常能获利的组织，在2004年收入超过六亿元.该公司所产生的收入超过五亿美元在同一年。

It is a global coffee brand built upon a reputation for fine products and services.它是一个全球性的咖啡品牌建立在一个声誉良好的产品和服务。

It has almost 9000 cafes in almost 40 countries.它已差不多9000咖啡丫在近40个国家。

Starbucks was one of the Fortune Top 100 Companies to Work For in 2005.，在2005年星巴克就是财富100强公司之一。

The company is a respected employer that values its workforce.该公司的员工被雇主很尊重。

The organization has strong ethical values and an ethical mission statement as follows, 'Starbucks is committed to a role of environmental leadership in all facets of our business.'该组织具有很强的道德价值观念和道德使命，'星巴克致力于做行业的佼佼者。

2.1 整体背景环境分析2.2 SWOT分析SWOT矩阵分析星巴克内部因素外部因素优势（Strengh）劣势（Weakness）1、经营模式的灵活选择2、品牌优势3、咖啡技术优势4、新产品的研发与创新5、细致周到的顾客服务6、门店位置优势1、组织结构的效率不够2、供应链的管理压力3、资金链管理的压力4、体验淡化、服务水平下降5、价格偏高机会（Opportunity）SO（利用）WO（改进）1、市场进入的空缺2、时代大背景的契机3、中国咖啡市场潜力巨大（1）市场占有率扩大战略（2）品牌延伸（1）直营策略（2）品牌危机扭转战略（3）差异化政策威胁（Threat）ST（监视）WT（消除）1、竞争对手众多2、替代品的丰富和提升3、原料成本的上升4、地区发展的不平衡性5、金融风暴的冲击（1）差异化战略（2）公关策略（3）提价策略（4）弹性价格体系（1）产品线收缩策略（2）关掉不盈利或亏损的店面（3）寻找更低价格的供应商2.2.1 星巴克竞争优势（1）经营模式的灵活选择：星巴克善于根据世界各地不同的市场情况采取灵活的投资与合作模式。

在中国的经营模式从最初进入中国市场采取合资和特许加盟的授权经营方式规避市场风险到如今随着国内市场走势一路良好，消费群体的逐渐稳定，为了更好的控制星巴克的服务品质，获得更大的利润，而叫停特许经营，回收股权，变身直营经营。

（2）品牌优势：充分运用“第三生活空间”式的体验。

在消费者需求的中心由产品转向服务，在由服务转向体验的时代，星巴克成功地创立了一种以创造“星巴克体验”为特点的“咖啡宗教”，星巴克与一般咖啡店不同的地方在于赋予了一杯咖啡更丰富的体验和更深层次的文化内涵。

店内颇有情趣的灯光设计，咖啡色的桌椅，个性化的装饰，优美的音乐旋律，营造出温馨的意境，闻着空气中弥漫着的咖啡浓郁香味，再品尝着同样考究而且种类繁多的咖啡和糕点，在星巴克消费，总能获得一种独特的感受。

（3）咖啡技术优势：星巴克始终追求品质上的卓越，坚持提供给顾客高品质的产品。