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星巴克世界最大的咖啡屋公司

时间:2015-08-14 15:51来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
星巴克世界最大的咖啡屋公司
 
前言:
 
星巴克公司是总部设在西雅图华盛顿的一家国际咖啡屋和咖啡连锁店,它是世界上最大的咖啡屋公司,由在全球49多个国家的17817家商店组成。星巴克在美国拥有11000家商店,在英国拥有超过800家商店,除此之外在加拿大有100家商店。意大利浓咖啡热饮料的咖啡,咖啡豆,其他冷热饮,雪橇,冷的和热的面包,糕点,咖啡杯和玻璃杯等等都是由公司提供的主要经营产品。本公司娱乐部门和音乐品牌机构还经营图书、电影、音乐等娱乐事业。本公司提供的大部分产品都是季节性的或是根据客户的需求在特定地点交付的。公司品牌的冰淇淋和咖啡也在杂货店有供应。
在西雅图的公司形成后,华盛顿公司迅速在全国范围内发展和扩大了该公司的业务,继而在世界范围内扩展。在上世纪90年代,星巴克每天都在开设新店,成为美国乃至世界上最大的咖啡供应商。
 
Starbucks the biggest coffee house company in world
 
Introduction——前言
 
Starbucks Corporation is an international Coffee house and the Coffee chain based in the Seattle Washington. This is the biggest coffee house company in the world and it consists of 17817 stores in more than 49 countries worldwide. There are 11000 stores of the organization in the United States and the organization has more than 800 stores in the United Kingdom, other than these the organization is operating more than 100 stores in Canada. Espresso-based hot drinks drip brewed coffee, coffee beans, other cold and hot drinks, sleds, cold and hot Panini, pastries, mugs, snakes and tumblers are the main products offered by the organization. The company is also dealing in the marketing of books, films and the music through the entertainment division of the organization and the hear music brand of the organization. There are many products which the organization is offering are based on the seasonal or delivered at special locations according to the needs of the customers in the market. The organizations branded ice-cream and coffee is also offered at the grocery stores.( http://starbucks.co.uk/en-GB/_About+Starbucks/ [i] )
 
After the formation of the company in the Seattle, Washington the company rapidly grown and expanded the business of the organization nationally and then worldwide. In 1990s the Starbucks was opening a new store on the daily bases to be the biggest coffee provider in the United States and in the world as well. This growth of the organization continued uphill the 2000. The organization opened first international store of the organization in Canada in mid 90s. The organization was planning to open 900 new stores in 2009 but it has to close 900 stores in United States due to decreased demand and the profitability of the organization. ( http://starbucks.co.uk/en-GB/_About+Starbucks/ [ii] )
This closure was due to the different issues targeted the organization like the issues of the fair trade policies, relationship with the labour, the environmental impacts and the anti competitive practices followed by the organization.
 
Critical incident——重要事件
 
The critical incident is the changes in the external environment of the organization which led to the closure of the stores of the organization in the United States due to the different issues targeting the organization. These issues can be the criticism on the organizational fair trade policies and practices, the organizations relationship with the labour and the other political issues effecting the organization. To deal with these issues and to sustain the market position of the organization the company need a strategy and a comprehensive plan to reduce this impact or to solve these problems.
 
Mission statement of Starbucks corporation——星巴克公司的任务声明
 
The mission statement is the small sentence used by the organizations to describe in the very simple and the concise terms regarding the purpose of the organizational existence. The mission statement helps the organization in two ways. In the first step it provides the clear objectives to the employees of the organization and secondly it motivates the employees and encourages them to attain these objectives by motivating them to innovate the new ways to enhance the organizational strengths to attain these objectives.
 
The mission of the Starbucks is "To motivate the human spirit- one person one cup and one neighbourhood at a time". (http://starbucks.co.uk/en-GB/_About+Starbucks/Starbucks+Mission+Statement+-+Starbucks+UK.htm [iii] )
 
Core Values of the organization——该公司的核心价值观
 
To attain the mission of the organization the Starbucks have developed the core business values of the organization to be followed while conducting business and during the strategic decision making these aspects must be kept in mind. (http://starbucks.co.uk/en-GB/_About+Starbucks/Starbucks+Mission+Statement+-+Starbucks+UK.htm [iv] )
 
The core values of the organization are as given below,
Our Coffee: - The organization's mission is to provide the best quality coffee to the customers as it is serving them
Our Partners: - The organization will treat and respect the partners of the organization with dignity. The organization has relation with the partners on good standards.
Our Customers: - The organization's mission is to connect, uplift the lives and laugh with the customers of the organization when they are connected to the company, even for just a few moments.
Our Stores: - the stores of the organization are full of entertainment and speed of life, some time faster and some time slower and these are always full of humanity in the stores of the organization.
Our Neighbourhood: - We can be a force for positive action - bringing together our partners, customers, and the community to contribute every day.
Our Shareholders - We are fully accountable to get each of these elements right so that Starbucks - and everyone it touches - can endure and thrive.
 
Strategy——策略
 
The strategy has been defined in many ways and therefore there are many definitions of the strategy. These definitions cover the different aspects of the strategy but no definition covers the full scope and the aspects of the strategy of the business which leads to the success of the business in the market. The J&S has summarised the strategy as,
"Strategy is the scope and the direction of the organization developed for the long run to match the resources of the organization to the changing environment of the organization, especially the needs of the customers and the markets, to meet or to attain the expectations of stakeholders of the organization." (David Faulkner, 2002 [v] )
 
The strategic management is different term as compared to the strategic planning. The strategic planning is the part of the strategic management. The strategy is more stable as compared to the set of plans of the organization. The planning cultures of the organizations are facing difficulties in the changing environments of the organizations and they are less responsive to these changes. Michael porter described the concept of Management by Objectives to deal with the changes in the environment of the organization. According to Porter the best approach to determine the strategy of the organization is the analysis of the internal and the external factors effecting the organization. as the organization is operating in the environment and the functions of the organization are related and attached to the external environment so the organization should critically analyse the external and internal environmental factors before decision making process of the organization. (David Faulkner, 2002 [vi] )
 
The practitioners and the writers are focusing on the holistic Approach (the organizational and the environment relation) for the determination of the organizational strategy.
 
The scope of strategy must include all organizational elements and these elements must be interred related with each other and especially with the environment of the organization in which the organization is operating.
 
Only the board of directors of the organization should not be involved in the strategic development and implementation but the other members of the organization must also be included in the process of strategic formulation and development of plan for the implementation of the strategy of the organization.
 
The approach adopted by the organization for the strategic formulation depends upon the changes in the external environment of the company. There are different techniques of strategy development used in different environments. (David Faulkner, 2002 [vii] )
 
Schools of strategies
 
The MInuberg researched on the strategic management and came up with the concept of ten different schools of strategies which are different in the way and the process the strategies of the organization are forms. These schools are divided into the two categories. These categories are as described below, (Henry Mintzberg, Sumantra Ghoshal - 2003 [viii] )
 
Perspective approaches
 
The perceptive approach of strategic development is useful in the stable environment of the organization or the external environment where there are less changes and the organization is smoothly operating its operations. The perspective approaches include the following schools of strategies, (Henry Mintzberg, Sumantra Ghoshal - 2003 [ix] )
 
Planning strategies The planning school of strategies is based on the formal planning principles for the strategic formulation. A series of steps are taken to formulate the strategy of the organization. The drawback of these strategies is that these are very rigid and are less responsive to the challenging environment of the organization.
 
Positioning strategies The positioning strategies are based on the detailed analysis of the external environment and the competition position of the firm. These schools consider these strategies as the analytical tools for the strategy formulation of the organizations.
 
Design strategies This school sees the strategic management and the formulation as the process of conception. These strategies depend upon the rigid and the detailed organizational structure and design and are built after the detailed analysis of the environment of the company and its resources to attain the goals of company in the environment.
Descriptive approaches: - The descriptive approach is followed in the dynamic and the competitive environment where there are rapid changes in the environment of the firm. There are seven schools of strategies developed using the descriptive approach of strategic development and implementation. These schools are as follows, (Henry Mintzberg, Sumantra Ghoshal - 2003 [x] )
 
Entrepreneurial strategy The entrepreneurial strategies are developed by the leader, CEO or the founder of the organization. The entrepreneurial strategies are very important strategies for the newly established business which has not yet defined the direction of the business. The leader develops the mission and the vision of the organization and these strategies are based on these statements and are helpful to attain the objectives and goals of the organization.
 
Learning strategy The learning school of strategy sees the process of strategic management as the development process. The learning strategies have the room for the continuous development as there are changes in the environment of the company and the organization deal with these changes in different ways. Most of the businesses today are adopting the learning strategies to be more competent in the market.
 
Cognitive strategy: - These strategies are based on the interpretation of the information by the strategies according to the perception of the developer of the strategy.
 
Power school of strategy: - The power school of strategies depends upon the deference in the power of the strategy developers and the external stakeholders of the organization. The basic element of these strategies is the political involvement of different groups and the stakeholders of the organization. These strategies have many advantages as well as disadvantages for the organization in the long run of the business.
 
Cultural school: - The most important internal factor of the strategy development is the culture of the organizations. These strategies are developed through the collective process.
 
Environmental school: - This school of strategies use the reactive process to develop the strategies of the organization. These strategies are developed in response to the changes in the environment of the organization. The other schools of strategies see the environment as the factor but in the environmental school of strategy the environment is seen as the actor for the development of the strategy.
 
Configuration school: -The transformation process is used as the strategic development of the organization. This school of strategy involves the strategy as the transformation from one type of decision making to the other types of the decision making.
 
Strategy of the Starbucks
 
The Starbucks is following the perspective school of strategies:-
 
The Starbucks is following the different kinds of the strategies for the growth and development of the organization. The Starbucks at present is following the positioning strategy and the growth strategy.
 
Positioning strategy of Starbucks
 
The positioning strategies of the Starbucks consist of the followings characteristics,
 
Store atmosphere The organization is using the specific atmosphere of the store where the people can come and enjoy their time. The stores are located to at the convenient places to the customers.
 
Groups are welcomed The organization has developed the seating plans to welcome the customers in the stores of the organization in the form of groups and the families are also welcomed to enjoy their time at stores of the organization.
 
Customer services The organization is playing close attention on the customer retention through the effective customer services to them. To develop the effective customer services of the organization, the employees are trained and developed customers service skills. The organization believe that the employee satisfaction is the best needed for the satisfaction of the organization. The organization sees direct link between the employee satisfaction and the customer's loyalty. To provide the effective customer services the organization has developed just say yes policy.
 
Involvement in the community  one of the core values of the organization is the involvement in the support of the surrounding communities of the organization. the organization is focusing on different community development programs. For example the company has donated $ 200 000 for the improvement of the students community.
 
Starbucks is the largest corporate contributor for the relief programs of the community services.
 
Advertisement; - The organization is spending very less on the marketing and the promotion of the products of the organization. The marketing and the advertisement of the Starbucks depends upon the one to one marketing and most of the marketing of Starbucks depends upon the referral through the satisfied customers.
 
Problem Analysis——问题分析
 
To analyse the problem and to review the strategy followed by the organization the internal and external environment of the organization must be analysed. Then the decisions can be taken to solve the problem the organization is occurring since last two years.
 
Internal analysis of organization——组织的内部分析
 
The internal analysis of the organization can be done through different methods and techniques developed by the practitioners and the writers. These tools help the management to understand the current position of the firm. There are following tools and techniques which can be used to examine the internal organizational factors which can be in favour or against the organization.
 
SWOT Analysis
BCG Matrix analysis
Analysis of the 7 Ps of Organization
Ratio analysis
 
SWOT Analysis of Starbucks
 
"One of management's trustiest tools is the SWOT analysis. You take a calm, cool look at the organisation's Strengths, Weaknesses, Opportunities and Threats. Then you seek to capitalise on the Strengths, Eliminate the Weaknesses, seize the best Opportunities and counter the Threats".
 
Strengths of Starbucks: - Starbucks has the following strengths within the organization which may help the organization to remove the weaknesses of the organization and focus on the opportunities in the market. There are following Strengths of the Starbucks,
 
The organization is very professional and specialist in taking the available opportunity in the market.
The organization's business is very profitable and as result of this the Company has very storing financial position and the bases.
The company is globally recognized and has developed the organizational position in the global markets. The organization is operating 9000 stores in about 40 courtiers in the world.
The Starbucks has developed the international recognition for the brands of the organization.(责任编辑:cxj)


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