Starbucks is the name of a coffee chain company in America. Founded in 197 1, it is the largest coffee chain in the world. Here I bring a financial analysis paper of Starbucks, hoping to help you.

Profit is the foundation of enterprise's survival. Since the outbreak of the international financial crisis in 2008, the world economy has experienced ups and downs. Under the new situation that inflation is like a sword hanging over catering enterprises, the profit model of catering industry needs to be innovated urgently. As a "coffee kingdom", Starbucks has an unshakable position in the international market. It can become a popular fashion drink from stars to the general public, and its success must be different from other coffee brands. Therefore, this paper will choose Starbucks as the research object and analyze its profit model.

Keywords Starbucks profit model innovation

I. Introduction

Since the establishment of 197 1 the first Starbucks coffee in the world, it has achieved a magnificent transformation from a small coffee shop to a "coffee empire" in just a few decades, which has made coffee lovers in more than 60 countries around the world crazy. With the financial frenzy sweeping the world, the United States, where Starbucks is located, suffered a severe blow, and Starbucks naturally fell into an extremely difficult predicament. In this situation, the profit space of enterprises around the world has been greatly compressed, and even faces losses. Starbucks sits at the top of the coffee industry and cannot escape the end of reduced profits. How to deal with the crisis, change the unfavorable situation and achieve its own breakthrough has become a top priority for Starbucks.

On the one hand, analyzing Starbucks' business model can fully tap its inherent potential. On the other hand, the study of profitability plays an important role in the planning and management of Starbucks. It can be seen that profit is the foundation of an enterprise. It is of great significance to study the present situation and main problems of Starbucks and make suggestions for its future development. Only by clarifying its own development defects and making timely adjustments can Starbucks consolidate its position as a "coffee empire", stay at the top of the industry and build a more influential coffee brand.

Second, Starbucks is facing the main problems and causes analysis

In 2007, Starbucks began to decline. Due to the excessive pursuit of growth, Starbucks neglected the company's operation. At present, the main problems faced by Starbucks are: the consumption demand of customers in Starbucks is reduced; Customer churn caused by poor management. The reasons for Starbucks' above problems are:

First, there are serious product quality problems in Starbucks, which have caused incalculable negative effects, cast a shadow on consumers' minds, damaged corporate image and reduced customer loyalty. Case: In September 2005, the results released by the General Administration of Quality Supervision, Inspection and Quarantine showed that the total number of 430 grams of Starbucks "warm heart gift box" produced by Beijing Starbucks Coffee Co., Ltd. in Tianjin No.1 store on July 28, 2005 exceeded the standard.

Second, under the background of big data, Starbucks' marketing channels are mainly limited to physical stores, and online marketing development is not enough. With the constant change and development of social science and technology and the world economy, network marketing will surely occupy a larger share in enterprise marketing. Starbucks' traditional consumption pattern is that customers give you a cup of coffee in one hand, which is single in form and will be in a weak position in the background of big data era.

Third, solutions and suggestions

product quality

As a leading catering enterprise, Starbucks faces serious product quality problems. We will analyze the food safety and service quality of Starbucks.

1. Food safety

In recent years, the food safety of Starbucks has been increasingly questioned by consumers. For food safety, Starbucks should take the initiative to assume the responsibility for consumer safety. Starbucks employees, as the main responsible party of the incident, must actively respond, actively investigate and announce the results of the investigation to the public in time, and compensate the victims according to regulations; After the incident, Starbucks should reflect and learn from it, pay more attention to food safety in the later period, strengthen the management of all stores, ensure that all materials are within the shelf life of product labeling, and maintain high-intensity surprise inspection of stores to prevent food safety incidents from happening again. Only in this way can we maintain the corporate image of Starbucks as a "high quality representative".

2. Quality of service

Pay more attention to pre-job training: one of Starbucks' main competitive strategies is to communicate with customers in coffee shops, especially the communication between coffee waiters and customers. Every coffee waiter should receive pre-job training for not less than the specified time, including customer service, basic sales skills, basic knowledge of coffee, coffee making skills and so on. When the coffee waiter patiently explains the different tastes and flavors of coffee, he should be able to foresee the needs of customers and make eye contact with them boldly.

Starbucks is an enterprise that pays attention to "experience culture". Starbucks treats its employees with care, and employees treat their guests with care. Guests in Starbucks enjoy not only coffee, but also an experience culture of full participation in activities. Customer experience ranks first in customer consumption, so customer experience is extremely important. The service provided by Starbucks must be perfect and perfect, so that customers can experience the ultimate enjoyment in the process of consumption, thus better cultivating customer loyalty.

(2) Marketing channels

Network marketing is a brand-new enterprise marketing mode and mode to adapt to the current era of big data. Buck's traditional consumption pattern is that customers give you a cup of coffee in one hand, which is single in form and will be in a weak position in the background of big data era. Regarding online marketing and digital marketing, Starbucks can consider online marketing, book virtual sales such as coffee and loyalty cards in the future, and broaden its marketing channels.

(C) Brand remodeling

The rapid expansion of Starbucks before left a deep impression on consumers. What we have to do is to deepen its influence on the existing influence and expand its influence and popularity. We will start from the following aspects:

1. Starbucks brand positioning: Starbucks' target market positioning is a group of urban white-collar workers who pay attention to enjoyment, leisure, respect for knowledge, respect for people and full of emotional appeal.

2. Starbucks brand appeal: Customer experience is the core appeal of Starbucks brand equity. Starbucks' success lies in focusing on consumer demand and shifting from products to services. In the era of service to experience, Starbucks products are not just coffee, coffee is just a carrier. Starbucks wants to convey a unique style to customers through this carrier. This is a kind of cultural perceptual consumption.

Fourth, summary.

Nowadays, the economic crisis has not completely subsided, the world economy is still fluctuating, and inflation is still pervasive in every corner of life. There is no doubt that under this situation, Buck is at the top of the coffee industry, and he can't escape the end of reduced profits. How to deal with the crisis, change the unfavorable situation and achieve its own breakthrough has become a top priority for Starbucks.

refer to

[1] Sina Finance and Starbucks Annual Financial Report

[2] Liu Chaoqun, Research on Destructive Innovation of Business Model [J], Oriental Corporate Culture, 2010/8.

[3] Diao Su, Lv Tingjie, Research on e-commerce business model based on social computing environment [J], Journal of Beijing University of Posts and Telecommunications (Social Science Edition), 20 10 02.

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