2013AnnualReportStarbuckcorporation1
Chapter1CompanyProfile2
1.Companyinformation
NameStarbuckNameabbreviationSBUXHeadquarterslocationSeattleEstablishedtime1971BusinessscopeCoffee3
2.BasicsituationintroductionStarbucksisaname,achainofAmericanCoffeecompanywasfoundedin1971,istheworldslargestCoffeechainstores,theheadquartersislocatedinSeattlecityAmericaWashingtonstate.RetailproductsStarbucksincludesmorethan30topglobalCoffeebeans,HandmadeallkindsofpastriesfoodconcentrationCoffeeandavarietyofCoffeehotandcolddrinks,freshanddeliciousandCoffeemachine,avarietyofCoffeecupmerchandise.Nearly12000branchesthroughoutNorthAmerica,SouthAmerica,Europe,theMiddleEastandthePacificregionStarbuckshasintheglobalscope.4
3.OtherinformationStockcode04337TotalnumberofHShare730600000ChairmanHowardSchultzBoardofdirectorHowardSchultz、OrinCSmith、BarbaraBass、HowardBehar、WilliamW.Bradley、CraigJ.Foley、OldenLee、GregoryB.Maffei、ArlenI.Prentice、JamesG.ShennanJr、MyronE.UllmanIII、CraigE.Weatherup5
Chapter2Companyriskdescriptionandfutureplans
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Starbucksinrecentyears,withtherapidexpansionofscaletoreducecostsandothermeasures,storelocationdesign,stafftraining,etcdamagingly,moreandmorecustomersfindStarbucksadeclineinthequalityofservice,theoriginalexperienceofculturegraduallyfade.ScalerapidexpansiondidnotbringStarbucksperformanceandbrandofthesynchronizinglifting,endangeritshealthydevelopment.Hadtoshutdownoneofsurvivalpressure,Starbucksstores,redundancy,andenergyintoaimedattoimprovethecustomerexperienceStarbucksrevivalplan.1.Risk7
2.Plans
⑴Contractionfront,buildbrandwithscarceplace;⑵Todevelopnewproducts;⑶Holdingscontinuedtopromotethecompetitivenessoftheservice;⑷Interactivemarketing,dualexperience;⑸Industrycooperation,cross-sellingsublimati