Thảo luận tiếng anh A FAMOUS COMPANY đại học Thương Mại

Presentation
Introduction
Good afternoon, every body!
Today, we are here to present to you about “ A famous company – Starbucks “. My
presentation is in four parts. To start with history of Starbucks . Then Starbucks’s product. Next
Starbucks’s achievement. Finally development strategy of Starbucks. We plan to keep sometime
for question after the presentation.


Body
1. History of Starbucks
Present in 63 countries with 21,000 stores, a legendary figure dream for any retailer,
Starbucks became a symbol not only of America, but also a symbol of the aspirations of the
brand business people worldwide. Starbucks Coffee's coffee brand famous worldwide, is
headquartered in Seattle, Washington, USA .
The Starbucks story began in 1971. The first Starbucks was opened in Seattle
,Washington, on march 30 , 1971. From just a narrow storefront, Starbucks offered some of the
world’s finest fresh-roasted whole bean coffees. The name, inspired by Moby Dick, evoked the
romance of the high seas and the seafaring tradition of the early coffee trade
In 1981, Howard Schultz (Starbucks chairman, president and chief executive officer) had
first walked into a Starbucks store. From his first cup of Sumatra, Howard was drawn into
Starbucks and joined a year later.
A year later, in 1983, Howard traveled to Italy and became captivated with Italian coffee
bars and the romance of the coffee experience. He had a vision to bring the Italian coffeehouse
tradition back to the United States. A place for conversation and a sense of community. A third
place between work and home. He left Starbucks for a short period of time to start his own Il
Giornale coffeehouses and returned in August 1987 to purchase Starbucks with the help of local
investors.
From the beginning, Starbucks set out to be a different kind of company. One that not only
celebrated coffee and the rich tradition, but that also brought a feeling of connection.
.

 
2.Starbucks’s production
Starbucks is a retail chain of coffee and tea, beverages retailing such as coffee,Canned
tea,Refresher,Baked goods,goods,Soft drinks.
In 1994, Starbucks bought The Coffee Connection, gaining the rights to use, make, market,
and sell the "Frappuccino" beverage The beverage was introduced under the Starbucks name in
1995 and as of 2012, Starbucks had annual Frappuccinos sales of over $2 billion.
A "Skinny" line of drinks rolled out in 2008, offering lower-calorie and sugar-free versions
of the company's offered drinks which use skim milk and can be sweetened by a choice of
natural sweeteners (such as Sugar in the Raw, Agave Syrup, or honey), artificial sweetener (such


as Sweet'N Low, Splenda, Equal), or one of the company's sugar-free syrup flavors. Starbucks
stopped using milk originating from rBGH-treated cows in 2007. In June 2009, the company
announced that it would be overhauling its menu and selling salads and baked goods without
high-fructose corn syrup or artificial ingredients. This move was expected to attract health- and
cost-conscious consumers and will not affect prices.
Starbucks introduced a new line of instant coffee packets, called VIA "Ready Brew", in
March 2009. It was first unveiled in New York City with subsequent testing of the product also
in Seattle, Chicago and London. The first two VIA flavors include Italian Roast and Colombia,
which were then rolled out in October 2009, across the U.S. and Canada with Starbucks stores
promoting the product with a blind "taste challenge" of the instant versus fresh roast, in which
many people could not tell the difference between the instant and fresh brewed coffee. Analysts
speculated that by introducing instant coffee, Starbucks would devalue its own brand. Starbucks
began selling beer and wine at some US stores in 2010. As of April 2012, it is available at seven
locations and others have applied for licenses. In 2011, Starbucks introduced its largest cup size,
the Trenta, which can hold 31 ounces. In September 2012, Starbucks announced the Verismo, a
consumer-grade single-serve coffee machine that uses sealed plastic cups of coffee grounds, and
a "milk pod" for lattes. On November 10, 2011, Starbucks Corporation announced that it had
bought juice company Evolution Fresh for $30 million in cash and plans to start a chain of juice

bars starting in around middle of 2012, venturing into territory staked out by Jamba Inc. Its first
store released in San Bernardino, California and plans for a store in San Francisco will be
launched in early 2013.
In 2012, Starbucks began selling a line of iced Starbucks Refresher beverages in its stores
which contain an extract from green arabica coffee beans. The beverages are fruit flavored and
contain caffeine but are known for great taste with "none of the coffee flavor". Starbucks' green
coffee extraction process involves soaking the beans in water.
On June 25, 2013, Starbucks began to post calorie counts on menus for drinks and pastries
in all of their U.S. stores.
In 2014, Starbucks began producing their own line of "handcrafted" sodas, dubbed
"Fizzio".
Name

Measurement

Notes

Demi

3 US fl oz (89 ml)

Smallest size. Espresso shots.

Short

8 US fl oz (240 ml)

Smaller of the two original

sizes
Tall

12 US fl oz (350 ml)

Larger of the two original sizes

Grand
e

16 US fl oz (470 ml)

Italian for "large"

Venti

20 US fl oz (590 ml), 24 US fl oz
(710 mL)

Italian for "twenty"

Trenta

31 US fl oz (920 ml)

Italian for "thirty"

3. Starbucks’ achievements.
Starbucks is the largest coffeehouse comtpany in the world.Through many years, the
company has expanded rapidly.

It has 21,536 stores in 64 countries and territories, including 12,218 in the United States,
1,716 in China, 1,330 in Canada, 1,079 in Japan and 808 in United Kingdom. Between 1987 and
2007, Starbucks opened on average two new stores every day. Starbucks had been profitable as a
local company in Seattle in the early 1980s[ but lost money on its late 1980s expansion into the
Midwest and British Columbia. Its fortunes did not reverse until the fiscal year of 1989-1990,
when it registered a small profit of $812,000. By the time it expanded into California in 1991 it
had become trendy. The first store outside the United States or Canada opened in Tokyo in 1996,
and overseas stores now constitute almost one third of Starbucks' stores. The company planned
to open a net of 900 new stores outside of the United States in 2009,but has announced 300 store
closures in the United States since 2008. Its revenue is US$ 14.89 billion (FY 2013). Starbucks
also owns many subsidiaries such as: Ethos water, Evolution Fresh, Hear Music, La Boulange
Bakery, Seattle’s Best Coffee, Tazo, Teavana, and Torrefazion Italia.
Why Starbucks can become one of the most famouse company of coffee all over the world.
And here is the answer. Schultz- CEO of Starbucks- said the secret to success in both the people
behind the counter make the difference. “From the very beginning we started out not as a
franchise system, but as a companysystem.- owned . We re cognized early on that if we were
going to be a company-ownned system that the cutural values and guiding principles, mainly our
people, are going to be the equity of the brand” , Schultz said. In the very early days, Schultz


understood the link between shareholder value and the value of his people. This was evident
when Starbucks recently introduced its college achievement plan and raised wages for its
employees. Success is the best when it is shared. Every time we raise value for a shareholder, we
raise value for our people. And that is the way Starbucks have been doing all over the world.
One another things that make Starbucks success is that they have their own coffe farmers
and harvesters, their own roasters, and secret recipes that are carefully followed to give that
different taste something to remember. They also offer mugs, shirts, candies, and their own music
and coffe liqueurs. The Starbucks family believes that it has its success because of the people.
The busines is all about the people, they must be satisfied before anything else. They give great
benefits to their empoyees ( famers roasters, cashiers). The partnering of the people has helped

with the success of Starbucks. Getting their feedback has helped to transform these shops into
something that everyone loves. It has helped them to receive faithful customers, which has made
their shops grow worldwide.

4.Development strategy of Starbucks.
4.1.Strategic development goal of Starbucks
In the process of formation and development of strabucks, starbucks always set out specific
targets for development of brand strategy:
The first, the most important goal of Starbucks is to maintain the image of a famous brand
and is expected to top the world. To achieve this goal the company is attempting the operations
and exploited actively expand overseas markets. Starbucks is focused growth objectives in the
global market, especially in emerging markets such fascinating China, the ASEAN countries, and
in the coming years is the goal established business base in the Indian market.
The second, in an effort to grow the business through expansion in new markets, Starbucks
not forget the objectives of maintaining brand identity through the preservation of traditional
products, maintain the different experience that door their products have been brought to the
customer. Not stopping there, the company is also making efforts to research and innovate in
order to introduce to the market new products to meet and adapt to the changes in consumer or
the difference in demand in various markets.
The next goal in strategic brand development and strategy of its globalization Starbucks is
becoming a responsible business community and commitment to social issues. Starbucks is
known as one of the company in favor of workers. All of Starbucks employees are insured with
the regime of periodic business reward. Starbucks is also now gaining sympathy of the American
people for their contributions to the community and the company wants to maintain this image
and it becomes difficult for guiding their business operations.


4.2. Development strategy of Starbuck
a. Expanding products
The expansion of Starbucks products are performing strongly in both directions is

vertically and horizontally.
Vertical is the company offering various product lines to suit different abilities of the client
group. The products of Starbucks coffee at Starbucks, but they are very dynamic and flexible
when designing their cafe. At the airport area or in the financial center, the famous business
center, the Starbucks coffee is an elegant bar and in which the coffee is also expensive. There's
this new line with the business, the owners and senior managers. These people always find
Starbucks coffee in the appropriate place to negotiate, or relax in the reading Salong coffee party.
But in supermarkets, train stations, university or crowded resort then there are Starbucks coffee
Starbucks very affordable. Here there is no luxury porcelain cups or glasses shiny. Instead, we
again see the cup, utensils or plastic carton paper thin "very comfortable American style" as any
at a fast-food of all.
Do not just stop with the expansion of the product vertically to match the ability of our
customers, strategic expansion of Starbucks products also comply with the horizontal.
Accordingly, the company developed the product line as providing music, wine, bread and the
product will be more suitable to the needs of the market again provided after Starbucks
established an entire business unit strategy for the new product line and research center in
Shanghai, China. A successful example of this is Starbucks near Via instant coffee, instant coffee
types have great success, not only selling in the US but also in the UK, Canada, Japan and the
Philippines.
b. Market expansion
Along with the expansion of new product lines are always the process of expanding the
market, these are two complementary activities to ensure growth targets in all companies.
At Starbucks expanding market operations are conducted in two main channels. First,
companies stand to open and operate new stores in new markets. According to data from the
report of the company, the Starbucks stores operated by this company giving the most important
revenue source at 53% of annual revenue. However, the expansion of Starbucks market relies
mainly on channel lisence level, according to statistics published by the company, the Starbucks
stores in the form of license contribute 63% to the revenue of the company in the market
international arena. The implementation of licensing to open new stores allows Starbucks to
accelerate market expansion activities and take advantage of human resources market expertise

that could save resources for setting up shop operating under their new.


From market research activities carefully Starbucks helped build his image as a product
for the expression status and success in life.
c. Promote and protect the brand.
+ Promote the brand through the digital media friendly.
+Word of mouth
+ Trademark Protection
d. Brand innovation.
+ Product Innovation.
+ Image innovation logo.
Based on the above strategy that starbucks has captured the confidence of the majority of
consumers around the world


Conclusion
By business strategy and strategic development of its brand, Starbucks has earned the trust
and confidence of our customers with products of Starbucks coffee.
Today, not only is Starbucks coffee brand that most famous American brand it became the
world’s leading coffee. Almost everywhere in the world are in the presence of well-know brand
Starbucks.
The Starbucks coffee become a destination for coffee lovers. So, why are they so choose
Starbucks?
Because they know they can trust the honest services, an attractive space and a great cup of
coffee is roasted in a professional manner at all time be dense phase.
So, what are quilted unless, on a weekend that you treat yourself to a cup of Starbucks
coffee go! I guarantee you will be satisfied with it.
That brings us to the end of my presentation. Thank you for listening !