复旦大学：《中国市场营销 Marketing in China》课堂展示案例_starbucks

starbucks 11340696042 Hirofumi yamazaki 11307100284 Angela高璐

starbucks 11340696042 Hirofumi Yamazaki 11307100284 Angela 高璐 1

Question for Starbucks Cafe chain market in the world and in china Company overview and key business figures Situation analysis of Starbucks business model, and competitors(Costa, U B C What are the service focus of Starbucks? why clients like Starbucks comparing to other cafe chains in China elements? How Starbucks organize its service system? e key How Starbucks create its own service style? What are th What are the competitive advantages comparing to its competitors in China? R Marketing strategies for a Starbucks as a service brand? 2

Question for Starbucks • Café chain market in the world and in China • Company overview and key business figures • Situation analysis of Starbucks, business model, and competitors (Costa, U.B.C) • What are the service focus of Starbucks? Why clients like Starbucks comparing to other café chains in China • How Starbucks create its own service style? What are the key elements? How Starbucks organize its service system? • What are the competitive advantages comparing to its competitors in China? • Marketing strategies for a Starbucks as a service brand? 2

Starbucks Contents 1. Overview 2. Analysis 1. World cafe market 1. SWOT 2. History 2. Chinese market 3. What is Starbucks 3. Starbucks in china 4. Company' s figure 4. Competitors 5. Business model 5. Obstacles 6. Marketing strategy 6. Future plan

Contents 1. Overview 1. World café market 2. History 3. What is Starbucks 4. Company’s figure 5. Business model 6. Marketing strategy 3 Starbacks 2. Analysis 1. SWOT 2. Chinese market 3. Starbucks in China 4. Competitors 5. Obstacles 6. Future plan

PART1 OVERVIEW

PART1:OVERVIEW 4

1 World cafe market Cafe Dificulty in defining "cafe · What is cafe? Hr n

• What is café? 5 Difficulty in defining “cafe” 1 World café market Cafe

1 World cate market World cafe companies Dificulty in defining "cafe · What is cafe market? Applebees Quiznossus 89 Neighborhood Gril& Bar 69s McDonalds CINN/EO DUNKIN PiZZa DONU IOCONAT F cheesecake factory 6

• What is café market? 6 Difficulty in defining “cafe” 1 World café market World café companies

1 World cafe market Typical competitor Global, large scale companies exist in cafe market McDonalds Caribou coffee Tullys coffee Costa coffee Discuss more in Chinese market analysis 7

McDonald’s Caribou coffee Tully’s coffee Costa coffee Discuss more in Chinese market analysis… 7 Global, large scale companies exist in café market 1 World café market Typical competitor

1 World cafe market World development Top 10 global fast food restaurants-Forbes Number Non-Us Average Number of of Systemwide Sales per Non-Us Non -U.S. Total Rank Sales Unit Franchised Company Non-Us Company (millions) (thousands) Units Units Units McDonalds* 44,9850 s2.404.3 13.861 4.849 18.710 514700.051246.08353 3.445 11.798 Burger King Corp 56,200.0 1,30004527 471 4,998 Pizza hut 800.0 s814.9 4.570 1.320 5.890 Subway* s4.600.0 s455.0 10.109 0 10,109 56789 Dominos pizza 2900.0 s6552 4.422 Starbucks Coffee Company#?$2, 288.8 51,060.0 5.727 5.727 Wendys"# s982.7 1,4180 557 136 693 Dunkin Donuts# s584.0 s8390 3,005 3.005 10 Dairy Queen 5433.1 s540.0 802 802 8

8 Top 10 global fast food restaurants-Forbes 1 World café market World development

2 History STARBUCKS c◎FP国區 The best coffee For the best YOU. BU Lou 9

9 2 History

2 History heritage 1972 Started in seattle 1984 Served first"Starbucks latte 1987 bought by Howard schults 1996 First shop outside north america (Tokyo) 1998 First shop in Mainland China 2001 Introduces the starbucks card 2009 Became world largest buyer of Fai Trade Coffee Beans 201 offered free Wi-Fi in the store apteD SSE 10

heritage 1972 Started in Seattle 1984 Served first “Starbucks Latte” 1987 bought by Howard Schults 1996 First shop outside North America (Tokyo) 1998 First shop in Mainland China 2001 Introduces the Starbucks Card 2009 Became world largest buyer of Fair Trade Coffee Beans 2010 Offered free Wi-Fi in the store 10 2 History