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1、StarbucksCorporation-2009CaseNotesPreparedby:Dr.MernoushBantonCaseAuthor：SharynnTomlinA. CaSeAbStraCtStarbucksCorporation(www.S)isacomprehensivestrategicmanagementcasethatincludesthecompanysFiscalyear-endSeptember28,2008financialstatements,competitorinformationandmore.Thecasetimesettingistheyear2009
2、.Sufficientinternalandexternaldataareprovidedtoenablestudentstoevaluatecurrentstrategiesandrecommendathree-yearstrategicplanforthecompany.HeadquarteredinSeattle,Washington,StarbucksCorporationistradedontheNewYorkStockExchangeundertickersymbolSBX.B. ViSiOnStatement(ACtUaI)Toinspireandnurturethehumans
3、piritoneperson,onecup.andoneneighborhoodatatime.C. MiSSiOnStatement(Actual)OurCoffeeIthasalwaysbeen,andwillalwaysbe,aboutquality.Werepassionateaboutethicallysourcingthefinestcoffeebeans,roastingthemwithgreatcare,andimprovingthelivesofpeoplewhogrowthem.Wecaredeeplyaboutallofthis;ourworkisneverdone.Ou
4、rPartnersWerecalledpartners,becauseitsnotjustajob,itsourpassion.Together,weembracediversitytocreateaplacewhereeachofuscanbeourselves.Wealwaystreateachotherwithrespectanddignity.Andweholdeachothertothatstandard.OurCustomersWhenwearefullyengaged,weconnectwith,laughwith,andupliftthelivesofourcustomers-
5、evenifjustforafewmoments.Sure,itstartswiththepromiseofaperfectlymadebeverage,butourworkgoesfarbeyondthat.Ifsreallyabouthumanconnection.OurStoresWhenourcustomersfeelthissenseofbelonging,ourstoresbecomeahaven,abreakfromtheworriesoutside,aplacewhereyoucanmeetwrthfriends.Itsaboutenjoymentatthespeedoflif
6、esometimesslowandsavored,sometimesfaster.Alwaysfullofhumanity.OurNeighborhoodEverystoreispartofacommunity,andWetakeourresponsibilitytobegoodneighborsseriously.Wewanttobeinvitedinwhereverwedobusiness.Wecanbeaforceforpositiveaction-bringingtogetherourpartners,customers,andthecommunitytocontributeevery
7、day.Nowweseethatourresponsibilityandourpotentialforgoodisevenlarger.TheworldislookingtoStarbuckstosetthenewstandard,yetagain.Wewilllead.OurShareholdersWeknowthataswedeliverineachoftheseareas,weenjoythekindofsuccessthatrewardsourshareholders.WearefullyaccountabletogeteachoftheseelementsrightsothatSta
8、rbucksandeveryoneittouches-canendureandthrive.MiSSiOnStatement(Proposed)OurCoffeeIthasalwaysbeen,andwillalwaysbe,aboutquality.We,repassionateaboutethicallysourcingthefinestcoffeebeans,roastingthemwrthgreatcare,andimprovingthelivesofpeoplewhogrowthem.Wecaredeeplyaboutallofthis;ourworkisneverdone.(2,7
9、)OurPartnersWe,recalledpartners,becauseitsnotjustajob,itsourpassion.Together,weembracediversitytocreateaplacewhereeachofuscanbeourselves.Wealwaystreateachotherwithrespectanddignity.AndWeholdeachothertothatstandard,ensuringthelatesttechnologyisimplementedforproducingsuperiorproductstoourloyalcustomer
10、s.(4,8,9)OurCustomersWhenwearefullyengaged,Weconnectwith,laughwith,andupliftthelivesofourcustomersevenifjustforafewmoments.Sure,itstartswiththepromiseofaperfectlymadebeverage,butourworkgoesfarbeyondthat.Itsreallyabouthumanconnection.(1)OurStoresWhenourcustomersfeelthissenseofbelonging,ourstoresbecom
11、eahaven,abreakfromtheworriesoutside,aplacewhereyoucanmeetwithfriends.Ifsaboutenjoymentatthespeedoflifesometimesslowandsavored,sometimesfaster.Alwaysfullofhumanity.(6)OurNeighborhoodEverystoreispartofacommunity,andWetakeourresponsibilitytobegoodneighborsseriously.Wewanttobeinvitedinwhereverwedobusine
12、ss.Wecanbeaforceforpositiveactionbringingtogetherourpartners,customers,andthecommunitytotributeeveryday.Nowweseethatourresponsibilityandourpotentialforgoodisevenlarger.TheworldislookingtoStarbuckstosetthenewstandard,yetagain.Wewilllead.(3)OurShareholdersWeknowthataswedeliverineachoftheseareas,Weenjo
13、ythekindofsuccessthatrewardsourshareholders.WearefullyaccountabletogeteachoftheseelementsrightsothatStarbucksandeveryoneittouches-canendureandthrive.(5)CustomerProductsorservicesMarketsTechnologyConcernforsurvival,profitability,growthPhilosophySelf-nceptConcernforpublicimageConcernforemployeesD.EXte
14、malAUdltCPM-CompetitiveProfileMatrixStarbucksMcDonald*sDunkinDonutsCriticalSuccessFactorsWeightRatingWeightedScoreRatingWeightedScoreRatingWeightedScoreAdvertising0.0620.1240.2430.18TopManagement0.0730.2140.2820.14CustomerService0.0840.3220.1630.24TechnologicalAdvances0.0730.2140.2820.14Internationa
15、lMarketSales0.1030.3040.4010.10GlobalExpansion0.1030.3040.4010.10FinancialPosition0.1220.2440.4830.36Customer1.oyalty0.1040.4020.2030.30MarketShare0.0920.1840.3610.09ProductQuality0.0840.3220.1630.24Marketing0.0530.1540.2020.10PriceCompetitiveness0.0810.0840.3220.16Total1.002.833.482.15Opportunities1. Gourmetcoffeeconsumptionrosewiththedrinkerseducationallevel.Thosewhofinishedcollegebought49percentmoregourmetcoffeeonaverage,andthosewithsome
