星巴克英文介绍ppt.pptx

StarbuckDo Do you like coffee?you like coffee?Have Have you ever you ever been to been to Starbucks?Starbucks?Do Do you you really really know know Starbucks coffeeStarbucks coffee?The company took the The company took the name of the chief mate in name of the chief mate in the book Moby-Dick:the book Moby-Dick:StarbuckStarbuck.星巴克”这个名字来自美国作家麦尔维尔的小说白鲸中一位处事极其冷静，极具性格魅力的大副。他的嗜好就是喝咖啡。The The original original name name of of StarbuckStarbuckHistoryHistory1FoundingFoundingDevelopment Development The first Starbucks opened in The first Starbucks opened in Seattle,Washington,on March Seattle,Washington,on March 31,1971 by three partners :31,1971 by three partners :English teacher Jerry Baldwin,English teacher Jerry Baldwin,history teacher Zevsiegl,and history teacher Zevsiegl,and writer Gordon Bowker were writer Gordon Bowker were inspired to sell high-quality inspired to sell high-quality coffee beans and equipment coffee beans and equipment by coffee roasting entrepreneur by coffee roasting entrepreneur Alfred PeetAlfred Peet (阿尔弗雷德皮特)after he taught them his )after he taught them his style of roasting beans.style of roasting beans.HistoryHistoryIn 1971,there are only six stores in Seattle,In 1971,there are only six stores in Seattle,merely selling coffee beans.merely selling coffee beans.In 1987,the original owners sold the In 1987,the original owners sold the Starbucks chain to former manager Howard Starbucks chain to former manager Howard Schultz(Schultz(霍华德舒尔茨)who)who promote the transformation and upgrading promote the transformation and upgrading of Starbucks according to his business of Starbucks according to his business concept and quickly began to expand.concept and quickly began to expand.Nowadays,6000 stores were opened in 30 Nowadays,6000 stores were opened in 30 countries.Moreover,this number is countries.Moreover,this number is increasing at the rate of 3 stores every day.increasing at the rate of 3 stores every day.Its high-quality product and service,concrete Its high-quality product and service,concrete marketing location and its terrific marketing marketing location and its terrific marketing strategy make it possible to be the strategy make it possible to be the international brandsinternational brands.Development Development This is Starbucks This is Starbucks chairman Howard chairman Howard Schultz who creat a Schultz who creat a European-style European-style coffee-house to coffee-house to American after he American after he took over the took over the pany.Enterprise Enterprise cultureculture21、提供完善的工作环境，并创造相互尊重和相互信任的工作氛围 Providing Providing the fabulous the fabulous working environment working environment,creating,creating the working atmosphere of mutual respect and the working atmosphere of mutual respect and confidence confidence.2、秉持多元化是我们企业经营的重要原则 Retaining Retaining the diversity the diversity.3、采用最高标准进行采购烘焙，并提供最新鲜的咖啡 Adapting Adapting the highest the highest standard for purchase and standard for purchase and bakingbaking ,providing,providing the freshest the freshest coffee.coffee.4、高度热忱满足顾客的需求Satisfying the requirements of the customers Satisfying the requirements of the customers as possible as they can.as possible as they can.5、积极贡献社区和环境 Doing Doing their their utmost to support refugees and utmost to support refugees and devote devote to the to the community community.6、认识到盈利是我们未来成功的基础Realizing the importance of profit Realizing the importance of profit.The The consistent consistent guiding guiding principle principle Enterprise Enterprise innovationinnovation3Starbucks will recieve Starbucks will recieve its coffee order its coffee order through mobile through mobile applications applications Enterprise Enterprise innovation innovation In this summer,In this summer,Starbuck will Starbuck will produce the vending produce the vending machine in officemachine in officeStarbucks will sell more Starbucks will sell more food through the new food through the new menu,the companys menu,the companys digital business is also digital business is also promising,some new promising,some new features and services are features and services are very popular,such as the very popular,such as the use of payment through use of payment through mobile phones.mobile phones.DevelopmenDevelopment in Chinat in China4Development in ChinaDevelopment in Chinaenter the Taiwan enter the Taiwan market and open market and open the first shop the first shop enter the enter the Chinese Chinese mainlandmainlandenter east of chinaenter east of chinaenter the Hong enter the Hong Kong market Kong market and open the and open the first shopfirst shopIn May,1998In Jan,1999In Mar,2000In Mar,2000enter the enter the Macao market Macao market and open the and open the first shopfirst shopenter enter various various provinces provinces of China of China form an form an alliance with alliance with Tingyi Tingyi HoldingHoldingachieve achieve strategic strategic cooperation cooperation with TenXun with TenXun in Guangzhou in Guangzhou In Aug,2005In 19,May,2015In 8,Dec,2016Strategies Strategies 5Open tea shopsOpen tea shops internalization of internalization of beverage competitionbeverage competition开茶馆-饮品竞争内部化The first launch of The first launch of the Starbucks Teathe Starbucks Tea首次推出星巴克茶ResearchResearch on Chinese on Chinese characteristicscharacteristics研究中国特色CombinedCombined with with Chinese traditional Chinese traditional festivals-push out festivals-push out Starbucks mooncakes Starbucks mooncakes Starbucks dumplings Starbucks dumplings 结合中国传统节日-相继推出星巴克月饼、星巴克粽子Strategies Strategies Product localization Product localization-modify menu for-modify menu for Chinese customers Chinese customers 产品本土化-为中国客户修改菜单Logo Logo meaningmeaning6Starbuckss logo is an image of a mermaid,Starbuckss logo is an image of a mermaid,inspired by the medieval Poseidon statue.This inspired by the medieval Poseidon statue.This logo conveys the dual meaning of the original logo conveys the dual meaning of the original and the modern:the mermaids face is very and the modern:the mermaids face is very simple,but use the modern abstract form of simple,but use the modern abstract form of packaging.The middle is black and white,and packaging.The middle is black and white,and outside surrounded by a green circle.outside surrounded by a green circle.星巴克的标志是一个美人鱼的形象，灵感来自中世纪海神雕像。这个标志传达了原始和现代的双重含义：美人鱼的脸很朴素，但用现代抽象的包装形式。中间是黑白的，外面围着一个绿色圆圈。How to order?How to order?7sizesizes shorthort 小杯 236ml236mltall tall 中杯 355ml355mlgrande grande 大杯 473ml(the most suitable 473ml(the most suitable size)size)venti venti 超大杯 591ml591ml espresso 意式浓缩咖啡：意式浓缩咖啡是经由高温、高压的方式淬取出浓缩的咖啡，一般来说 espresso浓缩咖啡份量小，大概 30ml，点 espresso 浓缩咖啡讲法也不同，一份浓缩咖啡是 solo espresso，两份则是 doppio espresso。单击编辑此项目的详细内容添加添加项目目单击编辑此项目的详细内容添加添加项目目单击编辑此项目的详细内容caff americano 美式咖啡：caff americano 是星巴克美式咖啡的写法，也可写成 American coffee，就是义式浓缩咖啡加热水，一些耳挂式、滴漏式咖啡都算是American coffee 美式咖啡。Classic types of coffeeClassic types of coffeecaff latte 拿铁：caff latte 也就是外面常见到的 latte 拿铁，拿铁成分 espresso 浓缩咖啡、milk 牛奶跟 foam 奶泡的比例是1:2:1，所以卡布奇诺跟拿铁比起来，拿铁有比较多的牛奶。cappuccino 卡布奇诺：一般来说，卡布奇诺的成分中 espresso 浓缩咖啡、milk牛奶跟 foam 奶泡的比例是 1:1:1，这个字是意大利文，而意大利人早餐最常搭配的饮品就是 cappuccino。Classic types of coffeeClassic types of coffee caramel macchiato 焦糖玛奇朵：焦糖玛奇朵也是有 espresso 浓缩咖啡加上 牛奶跟vanilla-flavored syrup(香草糖浆)打成的 foam(奶泡)，上面再淋上caramel 焦糖。单击编辑此项目的详细内容添加添加项目目单击编辑此项目的详细内容添加添加项目目单击编辑此项目的详细内容caff mocha 摩卡：摩卡比较像是巧克力口味的咖啡，成分一样有 espresso 浓缩咖啡，加上牛奶、摩卡酱，最上面再加上 whipped cream(鲜奶油)。Classic types of coffeeClassic types of coffeeStarbucks Starbucks other other drinksdrinks冰饮 拿铁 Iced Caff LatteIced Caff Latte 冰香草拿铁 Iced Vanilla LatteIced Vanilla Latte 冰摩卡 Iced Caffe MochaIced Caffe Mocha星冰乐 焦糖星冰乐 Caramel FrappuccinoCaramel Frappuccino 抹茶星冰乐 Green Tea FrappuccinoGreen Tea Frappuccino 香草星冰乐 Vanilla FrappuccinoVanilla Frappuccino 巧克力星冰乐 Chocolate FrappuccinoChocolate Frappuccino茶 英式红茶 English BreakfastEnglish Breakfast伯爵红茶 Earl GreyEarl Grey冰摇泰舒茶 Iced Shaken TeaIced Shaken Tea冰摇柠檬茶 Iced Shaken Lemon TeaIced Shaken Lemon Tea 经典热巧克力 Signature Hot ChocolateSignature Hot Chocolate 冰经典巧克力 Iced Signature ChocolateIced Signature Chocolate 牛奶 MilkMilk 豆奶 Soy MilkSoy Milk 气泡矿泉水 Sparking Mineral WaterSparking Mineral Water 矿泉水 Mineral WaterMineral Water 果汁 JuiceuiceOther requirementsOther requirementslow-fat milk low-fat milk 低脂牛奶soy milk soy milk 豆奶：适合素食者或不爱喝牛奶者coconut milkcoconut milk椰奶：适合素食者或不爱喝牛奶者no foam no foam 不加奶泡light foam light foam 少量奶泡heavy foam/extra foam heavy foam/extra foam 多加奶泡whipped creamwhipped cream鲜奶油RegularRegular普通的浓缩咖啡 Decaf Decaf 低咖啡因的浓缩咖啡Extra shotsExtra shots加强的浓缩咖啡Half cafHalf caf一半低咖，一半普通的浓缩咖啡RistrettoRistretto是从浓缩咖啡里面提出的保留甜味的部分Full creamFull cream全脂Nonfat/skimNonfat/skim脱脂Semi-skimmedSemi-skimmed半脱脂的Tips:Tips:If If you you want want to to save save money,money,then then you you can can bring bring your your own own cup.cup.Starbucks Starbucks is is very very focused focused on on environmental environmental protection,protection,so so customers customers who who bring their own cups can enjoy 2 yuan discount.bring their own cups can enjoy 2 yuan discount.Dialogue:Dialogue:Waiter:Waiter:Good Good morning,what can I get for morning,what can I get for you today?you today?（今天要什么）Customer:Customer:Can Can I get a grande Latte?I get a grande Latte?（来个大杯拿铁）Waiter:Waiter:Of Of course,would you like skim course,would you like skim milk or low-fat milkmilk or low-fat milk？（你要换成脱脂或者低脂牛奶么）CustomerCustomer：I will get skim milk.I will get skim milk.（脱脂奶）THANKS