星巴克 英文版简介P4

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.。

介绍星巴克的英语作文Starbucks is a globally recognized coffeehouse chain that has become synonymous with coffee culture around the world. Founded in 1971 in Seattle, Washington, Starbucks has grown from a single store selling coffee beans to a multinational corporation with thousands of locations across the globe.The company's mission is to inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time. This mission is reflected in the warm and inviting atmosphere of its stores, where customers can enjoy a variety of coffee beverages, teas, and food items. Starbucks prides itself on offering high-quality coffee, which is ethically sourced and roasted with care.One of the key factors contributing to Starbucks' success is its commitment to customer service. Baristas are trained to know customers by name and to provide a personalized experience. The company also places a strong emphasis on community involvement, often supporting local causes and initiatives.In addition to its core coffee offerings, Starbucks has expanded its menu to include seasonal beverages, such as the Pumpkin Spice Latte, which has become a cultural phenomenonin the fall. The company also offers a range of food options, from pastries and sandwiches to salads and wraps, catering to a variety of dietary preferences and needs.Starbucks has been a pioneer in the coffee industry, introducing innovations like the Frappuccino, a blended beverage that has become a summer staple. The company's loyalty program, Starbucks Rewards, encourages repeat business and fosters a sense of community among its members.Environmental sustainability is also a priority for Starbucks. The company has implemented various initiatives to reduce its environmental footprint, such as using recyclable materials for its cups and offering a discount for customers who bring their own reusable cups.In conclusion, Starbucks has become more than just a coffee shop; it is a brand that represents a lifestyle and a community. Its dedication to quality, customer service, and social responsibility has made it a beloved institution in the hearts of millions.。

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 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.。

Introduction of Starbucks.•PresentStarbucks is an international coffee company and coffeehouse chain based in Seattle, Washington. It is the largest coffeehouse company in the world, according to statistics in March, 2012, it has 19,435 stores in 58 countries, including 12,781 in the United States, 1,241 in Canada, 1,062 in Japan, 976 in Great Britain and 645 in China, with more than 149,000 employees.•Developing historyNotably, it only took Starbucks 40 years to attain today’s reputation and popularity. So, now let’s have a brief look at Starbucks’ developing history.•FoundationIn 1971, Starbucks was founded in Seattle as a local coffee bean roaster and retailer. The name is taken from a novel Moby-Dick, Starbuck is the name of its character, a chief officer who was very charming and fond of drinking coffee. Its author, Herman Melville, enjoyed a high status in the literacy circle, he’s regarded as the American Shakespeare, but its readers were mainly those well-educated people. Here we can see the logo of Starbucks was a "twin-tailed siren", and was based on a 16th-century "Norse"woodcut,which was a combination of classic and modern. So, we can see from the very beginning that Starbucks has targeted on people who advocate knowledge and seek for relaxation and quality of life.•ExpansionIn 1987, Howard Shultz purchased Starbucks with the support of local investors. He brought the Italian espresso culture and cafe latte into American, and began the company expansion. In the beginning stage, it focus on expanding its coffeehouse in the north America. In the 1990s, Starbucks was opening a new store every workday, a pace that continued into the 2000s.In 1992, it became public listed at Nasdaq under the symbol “SBUX”, and entered into a new stage of development. At that time, it simplified its logo, which used to be regarded as ungrateful.The continuous growth in number of coffeehouses, was complemented by several joint ventures and strategic alliances to increase the availability of Starbucks products. In 1996, the firstStarbucks location outside North America opened in Tokyo, Japan, thus starting the international expansion of the company. Starbucks entered the U.K. market in 1998 with the $83million acquisition of the then 60-outlet, UK-based Seattle Coffee Company, re-branding all the stores as Starbucks. In 1999, it entered into China. In September 2002 Starbucks opened its first store in Latin America, in Mexico City.This period sees the fast expansion of Starbucks. It is said that the ultimate goal of Starbucks is to open 25000 stores in the world, like McDonald (which has 30000 outlets), that it can be seen everywhere. As we can see from its stock price, there is a continuous growth from 1992 to 2006, and since 1996 the growth speeded up. However, from 2006, its price decreased. It met problems in its expansion, and the world economic environment is not ideal.•Store closureAs a result, in front of the"on-going operational challenges" and a "difficult business environment." In 2008, the company announced it was closing 600 underperforming company-owned stores and cutting U.S. expansion plans in the growing economic uncertainty. It also cut almost 1,000 non-retail jobs as part of its bid to reenergize the brand and boost its profit.These closings and layoffs effectively ended the company’s period of growth and expansion that began in the mid-1990s.•Logo changingIn January 2011, Starbucks remove the Starbucks word mark around the siren, enlarging the siren image, and making it green. This change is made to work with its position of “comprehensive consumer product company”, for it earlier has launched a series of products other than coffee, including tea, ice cream, etc., which is unsuitable to use the words “Starbucks Coffee”. But it will still take coffee products as their core business and soul.。

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。