留學生市場營銷戰略essay-Starbucks expansion-美國星巴克國際戰略營銷擴張

Starbucks expansion
美國市場營銷戰略essay Starbucks is a successful company that is treated by many as a symbol of America. Its main feature is its policy that has become particularly aggressive recently and its main goal is expansion that has already overcome national borders and has acquired an international character. However, before discussing its goal and directions of expansion it should be said a few words about the current situation of the company in general.
At this respect it is noteworthy that Starbucks currently has more than 6,400 stores throughout the world, among which only 1,300 in 30 countries outside North America. Furthermore the company demonstrates a constant trend to growth, notably its second-quarter profit rose 27,4% to 100,5 million dollars, or 24 cents a share. Sales meantime grew 22.4% to 1,5 billion dollars as the company continued to open more stores and received a bump from a recent beverage price increase. Starbuck expected to earn 1,17 to 1,19 dollar a share for the fiscal year.
In such a situation it is obvious that the company co9uld hardly achieve such results without its aggressive policy of expansion. In fact the company gradually evolved from a regional to national and nowadays it is on its way to become one of the worldwide known brands. The Starbucks’ expansion is currently particularly obvious in the international market. Nowadays the company plans to be widely presented throughout the world and operate in different countries of the world while North American countries were its main market. To put it more precisely the company plans to have 25,000 stores, at least ten of them in North America that is particularly contrasting to the quantity of stores in North America and other countries mentioned above. In such a way the strategic plan of Starbucks is to enter new markets. Among them particularly important is the market of Europe the Middle East and Africa, where the company plans to have 7,500 stores, as well as the market of the Asia-Pacific region where the number of stores is supposed to be about 6000, and naturally Latin America where the company plans to have 1,500 stores.
Speaking about the ways of expansion Starbucks uses, it should be said that its international strategy - where it forms joint ventures of licences other companies to own and operate Starbucks stores – significantly differs from its domestic strategy, where the stores are largely company-owned. The reason for such differences is the idea that an experienced local partner can help identify locations, sift through tax issues and give Starbucks stores more community appeal.
Thus, it is evident that being a leader in national terms Starbucks looks for new ways of expansion in terms of international, global market and the strategy the company uses seems to be quite effective but at the same time it is necessary to remember about the risk the company may face because of such aggressive policy of expansion. http://www.mythingswp7.com/Thesis_Writing/Marketing/2012/0227/1065.html As the example of McDonalds reveals the company risks to face number of protests which are not directly related to the company or its policy but that is the protest against the policy of the US which such companies as Starbucks, due to their worldwide expansion, represent.#p#分頁標題#e#

星巴克擴張

星巴克是一個成功的公司,對許多美國的標志。其主要特征是它的政策,已經成為最近特別積極,其主要目的是擴張,已經克服的,國家的邊界和已獲得國際的性格。然而,在討論了其目標和方向擴張應該說幾句話,有關公司的現狀中一般。

在這方面值得注意的是,星巴克目前有超過6400家商店遍布世界各地,其中只有1300年的30個國家在北美以外的地方。此外公司演示了一個不斷增長的趨勢,最明顯的就是其第二季度的利潤上升27歲,4%,至100美元,500萬美元,或每股24美分。銷售增長22.4%,同時為1,50億美元作為公司繼續開放更多的商店和收到一份飲料價格從最近一次撞擊增加。星巴克預期掙1,17到1,19美元的財政年度份額。

在此種情況下,很明顯,公司幾乎達到這樣的效果,且不會取消它的擴張侵略政策。事實上,公司逐漸從一個區域到國家和現在它真地成為一個世界知名品牌。星巴克的膨脹是目前在國際市場上尤為明顯。如今公司計劃向全世界廣泛介紹并能在不同的國家在北美國家的是其主要市場。把它更確切地說是公司計劃于25000年把商店,至少10人在北美,尤其是比較商店的數量在北美及其他國家上面所提到的。以這樣一種方式是戰略規劃星巴克進入新的市場。其中尤為重要的歐洲市場,中東和非洲,公司計劃到7500家商店、以及市場的亞太地區商店的數量應該是6000,自然,拉丁美洲公司計劃到1500家商店。

美國市場營銷戰略essay 談到的方式使用擴展星巴克,應該說,它的國際戰略形式,在這個合資企業的經營執照,其他公司經營商店-明顯不同于星巴克其國內的策略,在很大程度上是公司的商店。這種差異的原因是一種理念,即當地富有經驗的伙伴能幫助確定地點,篩選的稅務問題,給星巴克店更社區的吸引力。

因此,這是明顯的,作為一個領袖星巴克從國家的角度尋找新途徑方面的國際擴張,全球市場和策略公司采用似乎很有效的同時也需要記得的公司可能面臨的風險,因為這樣的侵略政策的擴張。為例,揭示了風險麥當勞公司面對數量的抗議并不是直接關系到該公司或其政策,但是那是反對美國政策的該公司星巴克,由于他們的全球擴張,指的是什么。