The Slogan and SWOT Analysis for Products Slogan

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 Double. Shot. Bring on the day(Starbucks Double. Shot 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 boost its profit

Name International names include: • Arabic-speaking countries: ( ﺳﺘﺎﺭﺑﻜﺲ transliteration: stārbaks) • China, Hong Kong, Macau, Taiwan: 星巴克 Pinyin: xīngbākè ( 星 xīng means "star", while 巴克 is a transliteration of "-bucks") • Israel: ( סטארבקס transliteration: 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: ����� 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