星巴克的swot分析

Strengths:1.It is a global coffee brand built upon a reputation for well products and services. It has almost9000 cafes in almost 40 countries.Currently, the company has about 6500 stores worldwide and about one-fourth of them are located in 29 countries outside the United States and Canada.2.Starbucks Corporation is a very profitable organization, earning in excess of $600 million in2004.The company generated revenue of more than $5000 million in the same year.In 2010, Its Q2 profit climbed eight-fold and it earned $217.3 million, or 28 cents per share, for the quarter that ended in March. This is showing its growth rate even in the present downturn. “3.Developed a niche in the market as a high-end brand of coffee,offering rich ,exotic coffeeblends4.The atmosphere in their coffee bars provides customers with a feeling of sophistication,styleand a sense of knowledge.This has turned into a Starbucks culture.5.Have attracted employees who are well educated and eager to communicate the message oftheir product.These strengths above enable the firm to meet customer’s needs because they allow the customer to experience a rich, exotic blend of coffee, and a way of life. They focus on the quality of their product so that the customer can taste the difference between their gourmet cup of coffee and the traditional, cheap cup of black liquid found in convenient stores.Moreover, they provide customers with feeling of sophistication, style, and a sense of knowledge when they walk into their coffee bars. In doing so, they replicated authentic, Italian-style coffee bars to allow customers to experience a way of life when they visit their store. They are successful with this because they hire employees who are well educated and eager to express the Starbucks culture.Weakness:1.The short of capital:Whenever 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 thathow to solve the demand of capital, labor and reserve resources is a big challenge for Starbucks.2. High price:The 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.The most important reason that these weaknesses prevent the firm from meeting the customer’s needs is because in the event that prices should rise at Starbucks, or the economy should experience a recession, people are likely to spend more conservatively. This is because many people treat coffee as a substitute product. If consumers are not loyal coffee drinkers and they choose to spend conservatively, they might prefer a cheap cup of coffee over the premium price that Starbucks charges for its gourmet coffee.Opportunities1.emerging international markets2.Technological advancementsThese opportunities are related to ensuring that Starbucks will be able to satisfy the desire for their coffee –along with the experience–in other countries. Emerging international markets allow Starbucks to expand while our country is experiencing and economic recession. Furthermore, technological advancements allow Starbucks to increase quality and decrease waiting time. Technology is continuously improving, making things quicker, faster and better. It most certainly will make its way towards the coffee business.Threats:1. Economy experiencing a recession.2. Emergence of competitors.3. Rise in the cost of coffee & dairy products.These threats are related to serving customer’s needs because they impact the price the consumers’pay for a cup of coffee. While our economy is experiencing a recession, consumers who are not loyal coffee drinkers are likely to look for substitute products. Thisis because substitute products, such as coffee from McDonalds are less expensive. These competitors are emerging and flourishing during this economy because gourmet coffeehouses like Starbucks are having trouble lowering prices while the cost of coffee beans and dairy products are rising.。

星巴克的五‎力模型分析‎：1.潜在竞争者‎的威胁同行业：如上岛咖啡‎，麦café‎，本地的咖啡‎馆；加拿大第二‎杯，英国COS‎T A 星巴克文化‎向全世界传‎播，在经济条件‎达到一定程‎度的城市里‎开始兴起很‎多咖啡馆，这些咖啡馆‎有些是其他‎的跨国品牌‎或者全国品‎牌或者是本‎地自己开的‎咖啡馆。

跨国品牌和‎全国性的品‎牌的认同感‎都远不及星‎巴克，但是本地小‎规模的咖啡‎馆反而对星‎巴克的威胁‎较大。

因为这些小‎规模的咖啡‎馆更容易受‎店主的控制‎，店主能够专‎注地培养悠‎闲度日的类‎似星巴克的‎环境，提供一个让‎朋友闲聊、发呆和桌游‎的好环境，而且这些咖‎啡馆的风格‎也各异，满足了顾客‎多样化需求‎以及尝试新‎鲜玩意的好‎奇心。

另外，部分地区也‎因星巴克名‎气太大，吸引了很多‎的人群，本该安静的‎环境宛如菜‎市场，让很多顾客‎对星巴克望‎而却步。

所以，星巴克的替‎代品威胁是‎很大的。

行业外：Dunki‎n’Donut‎s、杰克薯仔类‎的餐饮店，蛋糕店如天‎母蓝鸟，Pizza‎hut , 很多餐饮店‎的服务开始‎边缘化，像Dunk‎in’Donut‎s、杰克薯仔这‎样的店开始‎进驻中国，他们的主打‎产品不是咖‎啡，而是甜甜圈‎、薯仔，但是他们同‎样也提供了‎一个悠闲舒‎适的地方让‎顾客休闲聊‎天，在提供特色‎小吃的同时‎也有花样相‎当多的饮品‎。

有些蛋糕店‎虽然主要是‎卖蛋糕、面包的，但是也开始‎提供悠闲舒‎适的环境让‎顾客坐下来‎慢慢品尝蛋‎糕、面包和饮品‎。

P izza‎hut推出‎下午茶免费‎续杯来招徕‎客人。

但是这些品‎牌的规模、声誉还远不‎如星巴克，但是也有不‎小的威胁存‎在。

2.替代品威胁‎：果汁、奶茶等咖啡的替代‎品威胁是果‎汁、奶茶等，但是现在星‎巴克也有特‎制的果汁、奶茶供应。

尽管街上到‎处都有卖果‎汁、奶茶的小店‎，但是这些小‎店一般都只‎是零售饮品‎不提供座位‎，而星巴克卖‎的不仅是咖‎啡、果汁等饮品‎，卖的也是一‎种氛围一种‎体验，所以替代品‎的威胁不大‎。

机会劣势分析WO Analysis
威胁劣势分析WT Analysis
SWOT分析矩阵
优势-S
SO strategy 发挥优势，利用机会 ST strategy 发挥优势，规避威胁 劣势-W
机会-O
WO strategy 利用机会，改变劣势 WT strategy 克服劣势，规避威胁
威胁-T
SO战略 WO战略 ST战略 这是一种最为理想的竞争态势，能 利用外部机会来弥补内部劣势，使 利用企业自身的优势回避或减轻外 够最大限度地发挥企业内部优势和 WT战略 企业的劣势地位有所改变，当由于 部威胁或风险，通过内部资源的合 充分利用外部环境机会。 这是一种应付危机的战略，当企业 内部劣势造成的困难制约外部机会 理配置，利用自身优势将外部威胁 内忧外患、时时面临危险时，需要 的利用时，采用此战略为好。 对企业发展造成的不利影响降到最 克服内在劣势同时回避外在威胁。
America with more than has a quarterspresence in the The organization three strong of their cafes located in the United States of America with more than three home market. quarters of their cafes located main home market. The organization is dependant on a in thecompetitive advantage, the retail of is dependant on a main competitive The organization coffee. advantage, the retail of coffee.This could make them slow to diversify into other sectors should the need arise.

市场营销论文星巴克咖啡公司的服务营销战略和策略分析摘要星巴克（Starbucks）咖啡公司，是世界领先的特种咖啡的零售商，自1971年成立以来，得益于其全球化营销战略，目前公司已在北美，拉丁美洲，欧洲，中东和太平洋沿岸37个国家拥有超过12,000多家咖啡店，拥有员工超过117，000人。

其7P组合营销和独特的“体验式营销”为顾客留下了独特的印象。

关键词：星巴克战略 7P 体验式营销一. 星巴克咖啡公司现状星巴克（Starbucks）咖啡公司成立于1971年，是世界领先的特种咖啡的零售商，烘焙者和星巴克品牌拥有者。

旗下零售产品包括30多款全球顶级的咖啡豆、手工制作的浓缩咖啡和多款咖啡冷热饮料、新鲜美味的各式糕点食品以及丰富多样的咖啡机、咖啡杯等商品。

此外，公司通过与合资伙伴生产和销售瓶装星冰乐咖啡饮料、冰摇双份浓缩咖啡和冰淇淋，通过营销和分销协议在零售店以外的便利场所生产和销售星巴克咖啡和奶油利口酒，并不断拓展泰舒茶、星巴克音乐光盘等新的产品和品牌。

“星巴克”这个名字来自美国作家麦尔维尔的小说《白鲸》中一位处事极其冷静，极具性格魅力的大副。

他的嗜好就是喝咖啡。

从星巴克这一品牌名称上，就可以清晰地明确其目标市场的定位：不是普通的大众，而是一群注重享受、休闲、崇尚知识尊重人本位的富有小资情调的城市白领。

星巴克的目标是将星巴克建成全球极品咖啡的翘楚，同时在公司不断成长的过程中，始终坚持自己一贯的原则:提供完善的工作环境，并创造相互尊重和相互信任的工作氛围，秉持多元化是我们企业经营的重要原则，采用最高标准进行采购烘焙，并提供最新鲜的咖啡是可以高度热忱满足顾客的需求，积极贡献社区和环境，认识到盈利是未来成功的基础。

公司不断地通过各种体现企业社会责任的活动回馈社会，改善环境，回报合作伙伴和咖啡产区农民。

鉴于星巴克独特的企业文化和理念，公司连续多年被美国《财富》杂志评为“最受尊敬的企业”。

二. 星巴克全球化营销战略SWOT分析（已进入中国市场为例）1、优势（Strength）中国现在经济发展迅速，人民收入和生活水平与以前相比有了很大的提高。