星巴克五力模型论文英文.docVIP

Starbucks’s Strategy Analysis Part Ⅰ. Introduction Starbucks,the premier roaster and retailer of specialty coffee in the world,opens its first store by Howard Schultz in Seattle’s Pike Place Market in 1971. By2009, Starbucks already has 16,706 total stores worldwide,cover more than 50 countries,including Australia,Canada,UK,Germany,Japan,China and many other countries. Starbucks is committed to being a deeply responsible company in the communities where it does business around the world.the Company’s focus is on sourcing high-quality coffee, reducing its environmental impacts and contributing positively to communities. The Company抯 mission iso to inspire and nurture the human spirit?one person, one cup, and one neighborhood at a time. Part Ⅱ. External analysis Starbucks’s 5 forces analysis Faced with rivals of high competitiveness Starbucks,as we know, purchases and roasts high-quality whole bean coffees and sells them,along with fresh, coffees,beverages,food items,teas.In the coffee offering industry.generally,its competitors can be divided as several parts: Coffee multiple shops. Such as the famous UK’s Costa,Japan’s Doutor,Canada’s Second Cup,which have loyal customers in their countries and regions.for example,Europeans would like to choose Costa,while Japanese may be apt to Doutor. Retail stores.In these stores,People can buy initial coffee at a cheap price,which has cost and economic advantage. Beverage powder manufacturers. Nestle,the famous beverage powder manufacturer,with its high quality and good service,have loyal customers buy its product,meanwhile Nestle also has a good distribution. McCafe:New entrants eager to share the cake Mcdonalds ,the world famous fast food leader, opened its first coffee store named McCafe in 1993. At fist,Mccafe’s taste is not that satisfied by its customers.Later,inspired by the success of leaderships in coffee industry, Mcdonalds put coffee machines and invited coffee making specialists in its stores in 2005,,so customers