Starbucks
星巴克的营销理念及其在日本的发展
【摘 要】本文将从星巴克在全球营销和扩张中所遇到的可控因素和不可控因素开始论述。任何跨国公司在进入其他国家和占领新市场份额前都应该充分考虑可控因素和不可控因素，星巴克也不例外。本文的第二部分将分析星巴克在发展中遇到的风险并提出相应的解决方案，这些解决办法将会给其他跨国公司带来一定的借鉴作用。另外，本文还批判了星巴克对房产的掠夺性侵占这一霸占市场份额的手段，也分析了这一方法为星巴克带来的有利之处。以上的讨论可以为星巴克的进一步发展,尤其是在日本的发展提供了可循之路。这也是本文最后要解决的问题，即星巴克在日本如何提高销售量。这个案例分析,为其他跨国公司的发展树立了很好的榜样。
【关键词】 星巴克 营销理念 危机 解决方法 日本
Starbucks’ Marketing Philosophy and Its Development in Japan
【Abstract】This paper will start from the controllable and uncontrollable elements that Starbucks faces in its global marketing and expansion. These elements are unavoidable that any multinational companies should deeply consider when entering the other countries and occupying the new market shares, Starbucks is no exception. In the second part of this paper, the analysis of its risks and the pros and cons of its corporate strategy will be discussed and the outcome can give many lessons for Starbucks’ further development, especially in Japan, which this paper will talk about in the last part. Through this case study, this paper tries to show the proper marketing strategies of Starbucks and aims to give a good example for other multinational companies.
【Keywords】Starbucks marketing philosophy risks solutions Japan
Contents
1. Introduction 6
2. The Elements Considered When Entering Global Markets 6
2.1 The Controllable Elements 6 2.1.1. Price 6 2.1.2. Place 7 2.1.3. Promotion 7 2.1.4. Package 7 2.1.5. People 8
2.2 The Uncontrollable Elements 8 2.2.1. The Political Forces 8 2.2.2. The Economic Forces 9 2.2.3. The Cultural Forces 9 2.2.4. The Competitive Forces 9
3. The Risks and Solutions for Starbucks Company 9
3.1 The Saturation in the U.S. Market 9
3.2 The Shortage of Money Overseas 10
3.3 The Dissatisfaction from Its Staff 10
3.4 The Difficulty to Attract the Generation X 11
4. “The Predatory Real Estate”
【摘 要】本文将从星巴克在全球营销和扩张中所遇到的可控因素和不可控因素开始论述。任何跨国公司在进入其他国家和占领新市场份额前都应该充分考虑可控因素和不可控因素，星巴克也不例外。本文的第二部分将分析星巴克在发展中遇到的风险并提出相应的解决方案，这些解决办法将会给其他跨国公司带来一定的借鉴作用。另外，本文还批判了星巴克对房产的掠夺性侵占这一霸占市场份额的手段，也分析了这一方法为星巴克带来的有利之处。以上的讨论可以为星巴克的进一步发展,尤其是在日本的发展提供了可循之路。这也是本文最后要解决的问题，即星巴克在日本如何提高销售量。这个案例分析,为其他跨国公司的发展树立了很好的榜样。
【关键词】 星巴克 营销理念 危机 解决方法 日本
Starbucks’ Marketing Philosophy and Its Development in Japan
【Abstract】This paper will start from the controllable and uncontrollable elements that Starbucks faces in its global marketing and expansion. These elements are unavoidable that any multinational companies should deeply consider when entering the other countries and occupying the new market shares, Starbucks is no exception. In the second part of this paper, the analysis of its risks and the pros and cons of its corporate strategy will be discussed and the outcome can give many lessons for Starbucks’ further development, especially in Japan, which this paper will talk about in the last part. Through this case study, this paper tries to show the proper marketing strategies of Starbucks and aims to give a good example for other multinational companies.
【Keywords】Starbucks marketing philosophy risks solutions Japan
Contents
1. Introduction 6
2. The Elements Considered When Entering Global Markets 6
2.1 The Controllable Elements 6 2.1.1. Price 6 2.1.2. Place 7 2.1.3. Promotion 7 2.1.4. Package 7 2.1.5. People 8
2.2 The Uncontrollable Elements 8 2.2.1. The Political Forces 8 2.2.2. The Economic Forces 9 2.2.3. The Cultural Forces 9 2.2.4. The Competitive Forces 9
3. The Risks and Solutions for Starbucks Company 9
3.1 The Saturation in the U.S. Market 9
3.2 The Shortage of Money Overseas 10
3.3 The Dissatisfaction from Its Staff 10
3.4 The Difficulty to Attract the Generation X 11
4. “The Predatory Real Estate”
Cited: [1] “Starbucks” [EB/OL]. Wikipedia, the free encyclopedia. http://en.wikipedia.org/wiki/Starbucks 2012.12.11 [2] “The Marketing Mix” [EB/OL]. NetMBA. http://www.netmba.com/marketing/mix/ 2012.12.5 [3] 陈 广. 星巴克攻略[M].北京：企业管理出版社，2005. [4] 金英汉，林希贞. 星巴克的感性营销[M].北京：当代中国出版社，2005. [5] 卫斯特·萨德. 咖啡的故事[M]. 北京：地震出版社，2003.