留学生市场营销战略essay-Starbucks expansion-美国星巴克国际战略营销扩张

Starbucks expansion
美国市场营销战略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.ukthesis.org/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#分页标题#e#

星巴克扩张

星巴克是一个成功的公司,对许多美国的标志。其主要特征是它的政策,已经成为最近特别积极,其主要目的是扩张,已经克服的,国家的边界和已获得国际的性格。然而,在讨论了其目标和方向扩张应该说几句话,有关公司的现状中一般。

在这方面值得注意的是,星巴克目前有超过6400家商店遍布世界各地,其中只有1300年的30个国家在北美以外的地方。此外公司演示了一个不断增长的趋势,最明显的就是其第二季度的利润上升27岁,4%,至100美元,500万美元,或每股24美分。销售增长22.4%,同时为1,50亿美元作为公司继续开放更多的商店和收到一份饮料价格从最近一次撞击增加。星巴克预期挣1,17到1,19美元的财政年度份额。

在此种情况下,很明显,公司几乎达到这样的效果,且不会取消它的扩张侵略政策。事实上,公司逐渐从一个区域到国家和现在它真地成为一个世界知名品牌。星巴克的膨胀是目前在国际市场上尤为明显。如今公司计划向全世界广泛介绍并能在不同的国家在北美国家的是其主要市场。把它更确切地说是公司计划于25000年把商店,至少10人在北美,尤其是比较商店的数量在北美及其他国家上面所提到的。以这样一种方式是战略规划星巴克进入新的市场。其中尤为重要的欧洲市场,中东和非洲,公司计划到7500家商店、以及市场的亚太地区商店的数量应该是6000,自然,拉丁美洲公司计划到1500家商店。

美国市场营销战略essay 谈到的方式使用扩展星巴克,应该说,它的国际战略形式,在这个合资企业的经营执照,其他公司经营商店-明显不同于星巴克其国内的策略,在很大程度上是公司的商店。这种差异的原因是一种理念,即当地富有经验的伙伴能帮助确定地点,筛选的税务问题,给星巴克店更社区的吸引力。

因此,这是明显的,作为一个领袖星巴克从国家的角度寻找新途径方面的国际扩张,全球市场和策略公司采用似乎很有效的同时也需要记得的公司可能面临的风险,因为这样的侵略政策的扩张。为例,揭示了风险麦当劳公司面对数量的抗议并不是直接关系到该公司或其政策,但是那是反对美国政策的该公司星巴克,由于他们的全球扩张,指的是什么。