enter various provinces of China
form an alliance with Tingyi Holding
achieve strategic cooperation with TenXun in Guangzhou
5
Strategies
Strategies
Open tea shops —— internalization of beverage competition 开茶馆---饮品竞 争内部化 Research on Chinese characteristics研究 中国特色
单击编辑此项 单击编辑此项 奶、摩卡酱，最上面再加上 whipped cream (鲜 目的详细内容 目的详细内容
奶油)。
Starbucks other drinks
冰饮 拿铁 Iced CafféLatte 冰香草拿铁 Iced Vanilla Latte 冰摩卡 Iced Caffe Mocha
7
How to order?
size short 小杯 236ml tall 中杯 355ml grande 大杯 473ml (the most suitable size) venti 超大杯 591ml
Classic types of coffee
espresso 意式浓缩咖啡：意式浓缩咖啡是经由 高温、高压的方式淬取出浓缩的咖啡，一般来 说 espresso浓缩咖啡份量小，大概 30ml，点 espresso 浓缩咖啡讲法也不同，一份浓缩咖啡 是 solo espresso，两份则是 doppio espresso。
Starbuck
Do you like coffee? Have you ever been to Starbucks? Do you really know Starbucks coffee?
The original name of Starbuck
The company took the name of the chief mate in the book Moby-Dick: Starbuck. 星巴克”这个名字来自 美国作家麦尔维尔的小 说《白鲸》中一位处事 极其冷静，极具性格魅 力的大副。他的嗜好就 是喝咖啡。
6
Logo meaning
Starbucks's logo is an image of a mermaid, inspired by the medieval Poseidon statue . This logo conveys the dual meaning of the original and the modern: the mermaid's face is very simple, but use the modern abstract form of packaging. The middle is black and white, and outside surrounded by a green circle. 星巴克的标志是一个美人鱼的形象，灵 感来自中世纪海神雕像。这个标志传达 了原始和现代的双重含义：美人鱼的脸 很朴素，但用现代抽象的包装形式。中 间是黑白的，外面围着一个绿色圆圈。
Starbucks will sell more food through the new menu, the company‘s digital business is also promising, some new features and services are very popular, such as the use of payment through mobile phones.
1
History
History
Founding
The first Starbucks opened in Seattle, Washington, on March 31, 1971 by three partners : English teacher Jerry Baldwin, history teacher Zevsiegl, and writer Gordon Bowker were inspired to sell high-quality coffee beans and equipment by coffee roasting entrepreneur Development Alfred Peet (阿尔弗雷德·皮 特) after he taught them his style of roasting beans.
Development
This is Starbucks chairman Howard Schultz who creat a European-style coffee-house to American after he took over the company.
2
Enterprise culture
4
Developmen t in China
Development in China
In Mar,2000
In Mar,2000 enter the Hong Kong market and open the first shop
In Jan,1999
In May,1998 enter the Chinese mainland
The first launch of the Starbucks Tea首 次推出星巴克茶
Product localization ----modify menu for Chinese customers 产品本土化---为中国客户修改 菜单
Combined with Chinese traditional festivals ----push out Starbucks mooncakes Starbucks dumplings 结合中国传统节日---相继推出星巴 克月饼、星uiding principle
1、提供完善的工作环境，并创造相互 尊重和相互信任的工作氛围 Providing the fabulous working environment ,creating the working atmosphere of mutual respect and confidence . 2、秉持多元化是我们企业经营的重要 原则 Retaining the diversity . 3、采用最高标准进行采购烘焙，并提 供最新鲜的咖啡 Adapting the highest standard for purchase and baking , providing the freshest coffee. 4、高度热忱满足顾客的需求 Satisfying the requirements of the customers as possible as they can . 5、积极贡献社区和环境 Doing their utmost to support refugees and devote to the community . 6、认识到盈利是我们未来成功的基础 Realizing the importance of profit .
…
经典热巧克力 Signature Hot Chocolate 冰经典巧克力 Iced Signature Chocolate 牛奶 Milk 豆奶 Soy Milk 气泡矿泉水 Sparking Mineral Water 矿泉水 Mineral Water 果汁 Juice
…
Other requirements
Classic types of coffee
caramel macchiato 焦糖玛奇朵：焦糖玛奇朵 也是有 espresso 浓缩咖啡加上 牛奶跟vanillaflavored syrup (香草糖浆)打成的 foam (奶泡)， 上面再淋上caramel 焦糖。
添加项 添加项 caffé mocha 摩卡：摩卡比较像是巧克力口味的 单击编辑此项 目 目 咖啡，成分一样有 espresso 浓缩咖啡，加上牛 目的详细内容
Schultz(霍华德·舒尔茨) who promote the transformation and upgrading of Starbucks according to his business concept and quickly began to expand. Nowadays, 6000 stores were opened in 30 countries . Moreover, this number is increasing at the rate of 3 stores every day. Its high-quality product and service ,concrete marketing location and its terrific marketing strategy make it possible to be the international brands.
3
Enterprise innovation
Enterprise innovation
In this summer, Starbuck will produce the vending machine in office
Starbucks will recieve its coffee order through mobile applications
In 1971,there are only six stores in Seattle , merely selling coffee beans .
In 1987, the original owners sold the Starbucks chain to former manager Howard