Transcript The Slogan and SWOT Analysis for Products

The Slogan and SWOT
Analysis for Products
組員: 林立婷 葉榮蓉 呂淑雯 賴彥樺 楊曉蕙
Slogan
• Starbucks does not have an "advertising
slogan". They have the logo which they call the
"Siren's Eye". (迷人的眼睛)
• Marketing slogan: Starbucks DoubleShot. Bring on the
day(Starbucks DoubleShot brand )
• Taglines: Starbucks Frappuccino. Work can wait.
Smooth out your day, everyday(Starbucks Frappuccino
brand)
History
• Founded
：In 1971 across from Pike Place Market in
Seattle, Washington
• Founder
：Zev Siegl, Jerry Baldwin and Gordon
Bowker
• Headquarters：Seattle, Washington, USA
• the largest coffeehouse company in the world
• sells drip brewed coffee, espresso-based hot drinks, other hot
and cold drinks, snacks, and items such as mugs and coffee
beans
• late March 2008 -- Starbucks had more than 16,226
stores worldwide, including 11,434 stores
located in the United States
• July 1, 2008
-- the company announced it was
closing 600 under-performing companyowned stores and cutting U.S. expansion
plans amid growing economic uncertainty
• On July 29, 2008 -- Starbucks also cut almost 1,000 nonretail jobs as part of its bid to re-energize the
brand and boost its profit
Name
International names include:
• Arabic-speaking countries: ‫( ستاربكس‬transliteration: stārbaks)
• China, Hong Kong, Macau, Taiwan: 星巴克 Pinyin: xīngbākè
(星 xīng means "star", while 巴克 is a transliteration of "-bucks")
• Israel: ‫( סטארבקס‬transliteration: sṭārbaqs)
• Japan: スターバックス (transliteration: sutābakkusu,
phonological: staa-bahkss)
• Russia: Старбакс (transliteration: Starbaks)
• South Korea: 스타벅스 (transliteration: seutabeokseu), often
used in conjunction with the English name
• Quebec, Canada: Café Starbucks Coffee[39] (added the French
word to avoid controversy with local language politics)[citation
needed]
• Thailand: สตาร์บคั ส์ pronounced [satāːbākʰō]
• Bulgaria: Старбъкс (transliteration: Starbâks)
SWOT
analysis
Strength 優勢
• the world's largest coffee chain
• sell accessories
• own interior design
• oversea markets
• direct selling store
• good image
Weakness 弱勢
• expensive
• High premium
Opportunity 機會
• Make the best use of a large number of chain
stores play the advantages of economies of
scale
• restaurants and other strategic alliance
• Population of drinking coffee increasing
Threaten 威脅
•
•
•
•
coffee has become a market
many alternatives
easy-to-imitate （coffee & logo)
Caffeine is bad for health
The End