Team3_Starbucks, Delivering Customer Service_Final

소개글

하버드, 스타벅스 케이스, 서울대 경영대학원, MBA, 케이스 스터디

목차

I.Company History
II.1990s Value Proposition
III.2002 Strategic Goal & Situation
IV.Strategic Decision of 40 mil $

본문내용

I.Company History
1971
Birth of Starbucks at Seattle’ s Pike Place Market
Three partners : Gerald Baldwin, Gordon Bowker, Zief Siegl
1982
Howard Schultz joins marketing team
Inspired by Milan’s coffee culture – espresso bar
1992
Howard Schultz buys the company
140 stores in Northwest and Chicago
Company goes public, raising 25 mil $
2002
Dominant specialty-coffee brand in North America
5,000 stores
40% CAGR of sales GR vs. 1992
2012
19,435 stores, 137,000 employees around the world
10.7 mil$ turnover for 2011
6,000 consumers per minute

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III.2002 Strategic Goal & Situation
2002, Seeking Further Growth
Goal
Establish Starbucks as “the most recognized and respected brand in the world”
Strategy
1.Retail Expansion
2.Product Innovation

참고 자료

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