LOGO
StarbucksA global coffeehouse chain based in Seattlethe largest coffeehouse company in the worldThe first Cafe opened in Seattle on Mar.30, 197
In the mid-1990s,opened first Café abroad
Is It Something
Main products in china
drip brewed coffee espresso-based hot drinks coffee beans, salads hot and cold sandwiches and
panini sweet pastries Snacks Traditional green tea drinks Chinese traditional snacks
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12 Years’ Development In China
In 1999, First Café in China Mainland
In 2012, will open 300 new stores in China
By 2015, Total store numbers in 70 Chinese cities will increase to 1,500.
China will become its abroad largest outside the United States
In the future, plan to open more than 10,000 coffee stores in China
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Developing stages and Mode Change
1999-2003
Trial operation
Concentrate on several largest
cities
Indirect control
Sole proprietorshipJoint VentureFranchise
2003-2006
Sharply Increase share stake in joint ventures
Expand to medium size cities
Build up long term expansion plan
After 2006
Purchase back franchise right,
purchase all share stake of joint
venture
Realize direct control
Huge market potential and excellent store profit stimulate quick expansion
LOGO
1999-2003Indirect operation through three franchised companies
In 1999, the first Starbucks cafe opened in china capital city Beijing by franchise. (In North china)
In 2000, enter into Shanghai market by franchising a new joint venture(5% shares ownership)
In 2002, open southern China market by franchising a joint venture(5% shares ownership )
Developed rather rapidly, huge profit margin (Hong Kong Store realize profit in the first month)
Reasons to chose franchise:
1. small investment as a trial operation, don’t want to take too much risk in a strange market environment
2. know little about this oriental country’s coffee market potential which has a long history of drinking tea and a prevailing traditional tea culture
3. considering local government policy risk , confined by local policy restrictions about foreign investment, obscure political perspective
4. take advantage of the fund and management support of local cooperators.
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2003-2006Increase investment, strengthen control by joint ventures
Increase share stakes in 3 joint ventures’ to 50-51%
sharply increase investment in China market
build up long term expansion plan
seek maximize long term profit and market potential
local government deepened opening-up economic policy, foreign company gained more freedom in investing and operating
Huge market potential and excellent profit of local outlets push Starbucks to consider long term development and expansion in china market. The company decided to directly control the market.
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LOGO
Since 2006, purchase back all share stakes in joint venturesdirectly control all operation in China market
After 2006, begin to expand rapidly into medium and small sized cities
Localize all food supply chain and build up local coffee plant
Localize menu, adjust to appeal local consumer’s taste, try to combine different cuisine culture to create new drinks and snacks
Localize management team which fully understand the culture and market
Q2 China/Asia Pacific VS Total company’s earnings data
(In millions $)
Apr.1,2012 Apr.1,2011 Change
Revenues $174.6 / $ 3195.9 $131.8/ $2785.7 32% / 15%
Operating income
$69.5 / $430.4 $43.7/ $376.1 59% / 14%
Operating margin
39.8% / 13.5% 33.2% / 13.5% 660 bps / 0
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Q3 China/Asia Pacific VS Total company’s earnings data
(In millions $)
Jul.1,2012 Jul.1,2011 Change
Revenues $181.8 / $ 3303.6 $138.6/ $2932.2 31% / 13%
Operating income
$61.4 / $430.4 $44.9/ $376.1 59% / 22%
Operating margin
33.8% / 14.9% 32.4% / 13.7% 140 bps/ 120bps
In Q2, China segment recorded 7th consecutive quarter of over 20% sales growth
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Successful Brand Strategy
Succeeded in building up high profile brand image Succeeded in building up high profile brand image …
brand strategy
pricing strategy
no advertising strategy
localizing strategy
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Success strategy analysis
Successful Brand strategy
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目录页面
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