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Slogan
• Starbucks does not have an "advertising slogan". They have the logo
which they call the "Siren's Eye". ( 迷人的眼睛 )
• Marketing slogan: Starbucks DoubleShot. Bring on the day(Starbucks DoubleShot brand )
• Taglines: Starbucks Frappuccino. Work can wait. Smooth out your day, everyday(Starbucks Frappuccino brand)
History
• Founded : In 1971 across from Pike Place Market in Seattle, Washington
• Founder : Zev Siegl, Jerry Baldwin and Gordon Bowker
• Headquarters : Seattle, Washington, USA
• the largest coffeehouse company in the world
• sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks, and items such as mugs and coffee beans
• late March 2008 -- Starbucks had more than 16,226 stores worldwide, including 11,434 stores located in the United States
• July 1, 2008 -- the company announced it was closing 600 under-performing company- owned stores and cutting U.S. expansion plans amid growing economic uncertainty
• On July 29, 2008 -- Starbucks also cut almost 1,000 non- retail jobs as part of its bid to re-energize the brand and boost its profit
NameInternational names include:• Arabic-speaking countries: ستاربكس (transliteration:
stārbaks) • China, Hong Kong, Macau, Taiwan: 星巴克 Pinyin:
xīngbākè ( 星 xīng means "star", while 巴克 is a transliteration of "-bucks")
• Israel: סטארבקס (transliteration: sṭārbaqs) • Japan: スターバックス (transliteration: sutābakkusu,
phonological: staa-bahkss) • Russia: Старбакс (transliteration: Starbaks) • South Korea: 스타벅스 (transliteration: seutabeokseu),
often used in conjunction with the English name • Quebec, Canada: Café Starbucks Coffee[39] (added the
French word to avoid controversy with local language politics)[citation needed]
• Thailand: สตาร์�บั�คส� pronounced [satāːbākʰō] • Bulgaria: Старбъкс (transliteration: Starbâks)
Strength 優勢•the world's largest coffee
chain •sell accessories •own interior design • oversea markets•direct selling store•good image
Opportunity 機會• Make the best use of a large Make the best use of a large
number of chain stores play the number of chain stores play the advantages of economies of scale advantages of economies of scale
• restaurants and other strategic restaurants and other strategic alliance alliance
• Population of drinking coffee Population of drinking coffee increasingincreasing
Threaten 威脅• coffee has become a market • many alternatives • easy-to-imitate ( coffee & logo)• Caffeine is bad for health