Starbuck

STARBUCKS

1. Briefly describe the case situation

Ñ'ШÐ"ЎФЁЎТбÑ--Ðo»Ð*â„-Ñ'ШÐ"ЎФЁ*ХиÐoµÐ¤Ñ"вµÐo»Ð*â„-НСâ„-Ò'СÑ"КН§Ð"Н§ÐÐ¢ÐŽÐÐ¨µÐšÐ¢Ð›ÐŽÐ"Ð"Ð'â„-йУÐ'Сâ„- гâ„-Ñ'ШÐ"ЎФЁЎТбÑ--â„-ХйЁЦ§Ð'ХЎТÐ"бўи§ÑžÐ¡â„-ЎСâ„-КЩ§ Starbucks Ðo»Ð*â„-Ñ'ШÐ"ЎФЁЄСйâ„-â„-УбÐ*Ð Ðo»Ð*â„-јЩйâ„-УµÐ*ТÒ'гâ„-Ò'йТâ„-â„-Хй гâ„-Ñ'ШÐ"ЎФЁµÐ¡Ð--â„-ХйЁРÐ'ХЎТбÑ-- 2 »Ð"Ð ÐoА*¤Ð§Ð Specialty бÐ*Ð Basic Coffee ўН§ Starbucks ЁРÐ'Ши§Ð'»*Хи Specialty coffee ЛÐ"ЧНЎТбÑ--Єâ„-ФÒ'Ñ*ФÐoИЙ «Ð¦Ð¸§ÐŽÐ¢Ð±Ñ--»Ð"Ð ÐoА*â„-ХйјЩйÐoЄХиÐ'Ð--ЄТ­Ò'йТâ„-ЎТÐ"µÐ*ТÒ'Ð'Ò'й»Ð"Ð Ð'ТÑ-ЎТÐ"КиÐ--â„-бÑ"и§*Т§ÐŽÐ¢Ð"µÐ*ТÒ'Ð'Ð--й*Хи 31% ўН§µÐ*ТÒ'ЎТÐ"Ñ"Ð"ФвА¤ÐŽÐ¢Ð±Ñ--*Сй§Ð›Ð'Ò'

¤Ð©Ð¸Ð±ÑžÐ¸§ÑžÐ¡â„-ўСâ„-ўН§ Starbucks Ð'Ð¥Ð'ТЎЛÐ*ТÐ'Ñ"Ð"ФЙС* «Ð¦Ð¸§Ð'ХЎÐ*Ð'Ш*Ñ'мгâ„-ЎТÐ"Ò'УÐoâ„-Фâ„-Ñ'ШÐ"ЎФЁµÐ¸Ð¢§ÐŽÐ¡â„- Ð"Ð--Ð'*Сй§Ð'ХКФâ„-¤Ð¹Ð¢ÐÐ§Ð¸â„-жÐ'ТÐ'ХКиÐ--â„-гâ„-ЎТÐ"бўи§ÑžÐ¡â„-Ò'йÐ--Ð'ÐoЄиâ„- â„-йУЄТ, â„-йУјÐ*Ð'Ð'й, Soft drink бÐ*Ð Ðo¤Ð"ЧиН§Ò'ЧиÐ'*ХијКÐ'бНÐ*ЎНОНÐ*м

ÐŽÐ*Ð'Ш*Ñ'м*ХиÐoÒ'иâ„-жўН§ Starbucks

- Ðoâ„-йâ„-ЎТÐ"Ñ"Ð"ФЎТÐ"Ð*ЩЎ¤Ð¹Ð¢ бÐ*РгЛй¤Ð--ТÐ'КУ¤Ð¡­ÐŽÐ¡Ñ"Ð*ЩЎ¤Ð¹Ð¢

- Ðoâ„-йâ„-Ð"К ЄТÒ'ўН§ÐŽÐ¢Ð±Ñ-- бÐ*РЎТÐ"Ñ"Ð"ФЎТÐ"*ХиКâ„-Н§¤Ð--ТÐ'µÐ¹Ð§ÐŽÐ¢Ð"ўН§Ð*ЩЎ¤Ð¹Ð¢

- ¤Ð¨Ñ-АТÑ*ўН§ÐoÐ'Ð*Ð*Ò'ЎТбÑ-- бÐ*Ð ¤Ð--ТÐ'Ñ*Ф¶Ð¥Ñ*Ф¶Ð¡â„-гâ„-ЎТÐ"»Ð"Ш§

- ¤Ð¡Ò'ÐoÐ*ЧНЎбÐ*РНÑ"Ð"Ð'Ñ*â„-СЎ§Ð¢â„-ÐoÑ*ЧиНгЛйКТÐ'ТÐ"¶µÐÑ"ўйН«Ð¡ÐŽ¶Ð¢Ð'бÐ*РгЛй¤Ð--ТÐ'Ð"ЩйЎСÑ"Ð*ЩЎ¤Ð¹Ð¢Ð'Ò'йНÐ'иТ§¶Ð©ÐŽµÐ¹Ð§

- ¤Ð--ТÐ'бўÐ*§Ð±ÐŽÐ"и§Ð³â„-Ò'йТâ„-*УÐoÐ**ХиµÐ¡Ð¹§Ð"йТâ„- бÐ*РЄиН§*Т§ÐŽÐ¢Ð"ЁСÒ'ЁУЛâ„-иТÐ'НЧиâ„-ж

- ЎТÐ"ННЎбÑ"Ñ"Ð"йТâ„-¤Ð¹Ð¢Ðo»Ð*â„-Ð'ШÐ'КÑ"ТÐ'*ХибµÐŽµÐ¸Ð¢§

- ЎТÐ"ННЎКФâ„-¤Ð¹Ð¢µÐ¡Ð--гЛÐ'иÐoÑ*ЧиНўÐ'ТÐ'Ñ'ШÐ"ЎФЁгЛйЎÐ--йТ§ÑžÐ¦Ð¹â„-

2. ЎТÐ"Ð--ФÐo¤Ð"ТРЛмК¶Ð¢â„-ЎТÐ"Ñ-м (Situation analysis)

КТÐ'ТÐ"¶Ð±Ñ"и§ÐÐÐŽÐ'Ò'йÐo»Ð*â„- 5 ЛСÐ--ўйНÒ'С§µÐ¸ÐÐ'»â„-Хй

2.1 ЎТÐ"Ð--ФÐo¤Ð"ТРЛмКФи§Ð±Ð--Ò'Ð*йНÐ' (Environmental analysis)

* Ò'йТâ„-ЎТÐ"ÐoÐ'ЧН§ (Political )

Ð"Т¤Ð¢ÑžÐ§Ð--Сµ¶Ð¨Ò'ФÑ"ўН§ÐŽÐ¢Ð±Ñ--ўЦйâ„-НÐ'ЩиЎСÑ"»Ð¡ÐÐÐ¡Ð'ЛÐ*ТÐ'НÐ'иТ§ Ð"Ð--Ð'¶Ð¦§ÐšÐ¤Ð¸§Ð±Ð--Ò'Ð*йНÐ' ўН§»Ð"Ð Ðo*И*Сй§ÐšÐ¡§¤Ð' бÐ*РЎТÐ"ÐoÐ'ЧН§ «Ð¦Ð¸§ÐÐ ўЦйâ„-НÐ'ЩиЎСÑ"»Ð"Ð Ðo*Иâ„-Сйâ„- ж ÐoЄиâ„- »Ð¥ 1975 гâ„-Ñ"Ð"Т«Ð¤Ð*Ð'Ò'йÐ'ХЎТÐ"µÐ"Ц§Ð"Т¤Ð¢ÐŽÐ¢Ð±Ñ--Ð'Ð--йКЩ§ ЎТÐ"Ñ"Ð"ФвА¤Ð³â„-НÐoÐ'Ð"ФЎТЁЦ§Ð*Ò'Ð*§

* Ò'йТâ„-ÐoИÐ"ЙoЎФЁ (Economic)

ЎТÐ"ÐoЁÐ"Ф­ÐoµÐ¤Ñ"вµÑžÐ§Ñ'ШÐ"ЎФЁЎТбÑ--АТÐ'гâ„- 20 »Ð¥ 22% ўН§»Ð"РЄТЎÐ" USA ЁРÐoÐ*ЧНЎ«Ð§Ð¹ÐÐŽÐ¢Ð±Ñ--Єâ„-ФÒ'Ñ*ФÐoИЙ бÐ*Ргâ„-ЁУâ„-Ð--â„-â„-Сйâ„-Ðo»Ð*â„-¤Ð"НÑ"¤Ð"СÐ--*ХиÐ'Ð¥Ñ*иНЛÐ"ЧНбÐ'иНÐ'Щигâ„-¤Ð"НÑ"¤Ð"СÐ-- 41%, ¤â„-вКÒ' 39%, Ð"Ð Ò'СÑ"Ð'ЛТÐ--Ф*Ð'ТÐ*СÐ' 49%, бÐ*Ð Ðo»Ð*â„-јЩйЛ­Ð¤§*Хи«Ð§Ð¹ÐÐ'ТЎЎÐ--иТјЩйЄТÐ'ÐoÐ*Ð*ÐŽâ„-йНÐ' бÐ*РЄиÐ--§ÐÐ¢Ð'Ш 30-59 ЁРÒ'ЧиÐ'ЎТбÑ--Єâ„-ФÒ'Ñ*ФÐoИЙÐ'ТЎЎÐ--иТЄиÐ--§ÐÐ¢Ð'Ш 20-29

* Ò'йТâ„-КС§¤Ð'бÐ*Ð Ð--СІâ„-Ñ'Ð"Ð"Ð'