I have connected one of the managers of starbucks in China, we communicated by the e-mail. According to the conversation with the chinese manager I got more information about the starbucks strategy that developing in chinese market.
In 1999 the starbucks first joined the China market, because international management for lack of experience, so the starbucks in China set up a joint venture company or license operating mode, this is also called the first to put members of the company development stage. Up to 2006, starbucks have traveled to Shanghai unified starbucks, guangdong beautiful heart starbucks and Beijing American big starbucks equity recovery,which Starbucks has won back the area of the market in China and the right of control.However, Starbucks should find its own way to support the supply chain. There goes the three channels: special channel, direct channel and retail channels. Special channels are for airlines and other retail service, direct channel processing a mail-order business, retail channel is your shop and joint venture shops service. Starbucks company use supply chain operation mode to support the three channels. On November 12, 2010, starbucks, announced in yunnan PuErXian build a coffee farm. This is the first time Starbucks have their own place to farm coffee .In yunnan coffee farm, it is the custom to upstream industry chain which is an important step in the development. “The master raw materials in him hand, avoid to ensure that the whole industry chain masters of stable, become life threatening one move ahead of starbucks." Schultz has mentioned in his autobiography, in 1994 and 1995, starbucks has therefore hanging by a thread. That year due to severe concussion, starbucks coffee was hoarding coffee beans, and is pressure of public opinion, leading to share price vibrations substantially. Now, schultz says, starbucks will insist on supply chain vertical integration, "from the seeds in a cup of pure”.AlsoStarbucks made according to the inventory production mode, with the rise of the modular design, production gradually turned into a specific places in the assembly, including assembly, packaging and labeling activities.
In 1999 the starbucks first joined the China market, because international management for lack of experience, so the starbucks in China set up a joint venture company or license operating mode, this is also called the first to put members of the company development stage. Up to 2006, starbucks have traveled to Shanghai unified starbucks, guangdong beautiful heart starbucks and Beijing American big starbucks equity recovery,which Starbucks has won back the area of the market in China and the right of control.However, Starbucks should find its own way to support the supply chain. There goes the three channels: special channel, direct channel and retail channels. Special channels are for airlines and other retail service, direct channel processing a mail-order business, retail channel is your shop and joint venture shops service. Starbucks company use supply chain operation mode to support the three channels. On November 12, 2010, starbucks, announced in yunnan PuErXian build a coffee farm. This is the first time Starbucks have their own place to farm coffee .In yunnan coffee farm, it is the custom to upstream industry chain which is an important step in the development. “The master raw materials in him hand, avoid to ensure that the whole industry chain masters of stable, become life threatening one move ahead of starbucks." Schultz has mentioned in his autobiography, in 1994 and 1995, starbucks has therefore hanging by a thread. That year due to severe concussion, starbucks coffee was hoarding coffee beans, and is pressure of public opinion, leading to share price vibrations substantially. Now, schultz says, starbucks will insist on supply chain vertical integration, "from the seeds in a cup of pure”.AlsoStarbucks made according to the inventory production mode, with the rise of the modular design, production gradually turned into a specific places in the assembly, including assembly, packaging and labeling activities.
Starbucks’ common use of information technology
The main use of unified commodity code Bar code, format and sales management system (POS) terminal scanner record purchase information, and establish the electronic data interchange (EDI), the mechanism through business documents form guide, and Database retail (Database) with fast retailing response (QR) delivery systems, and other important information technology import, and let the retail sales and purchasing process more smoothly.
Sales management system (POS)
Starbucks relys on POS machines provide data, starbucks has fixed report format (a Word document), each branch through E-mail reported these data about once a week, set a substandard goods, have the professional logistics company whic is responsible for distribution.
Electronic Data Interchange(EDI)
Is the way to the computer, computer in need not human intervention, based on prior to set a standard format, automatic transmission material, processing information. Retailers and suppliers of business documents exchange is often using the technology, through computer with a fixed form standard form to transfer mechanism, transfer material including sales material, purchase orders, invoices, return single, stock, single, etc.
Rapid response system (QR)
Also known as efficient consumer response (ECR), for a inventory management system designed to reduce the stock retailers in the lead time (vinyl), reduce inventories that investment, improve customer service level, reduce strategy expenses, etc.
Business Process piping System Process Pipeline System (get)
To set up a similar deal under single and other business program structure including improved B2B commercial support, each order of the group purchase order, multiple each purchase orders multiple shipments, support 64 bits of currency, support delivery and tariff let Starbucks quickly perform to set the order and the function of the program, including used to calculate the delivery, gifts, vouchers, pay the tax program and together plugin (plug-manufacturer in) the integration of components.
ChanPinXing record System (Product Catalog System)
ChanPinXing record system and goal setting system operation, to help with general sale plan, and to meet the conditions of the customer feedback sale. And business analysis system integration, can be enabled products sales report; And your profile system integration, and may, according to the user profile build custom directory.
Business analysis System (get Analytics System)
Containing a Starbucks gathered information website, but also by its material gathering and analysis function that providing the ability of Starbucks identification business trends and grasping the market direction.
Being soul
Based on network interface allows Starbucks, business manager of the execution of the common to commercial operation, such as production promotion activities, and updates the product material, modify your profiles or check the business analysis system to produce a report.
Solutions website (no Site)
Including B2B and B2C solutions website, both function complete e-commerce applications, it contains build e-commerce sites necessary resources.
Answer to chap 4.6
Starbucks uses AT&T for their WIFI connection. They use a subscription system and a "Starbucks Gift Card" system, all run by SBC Communications Inc. Basically, in order to connect, you will need AT&T WIFI credits or simply purchase a Starbucks Gift Card for as little as $5.00, go online and register your card via starbucks.com. Once you jump over some small hoops, and signing up for a free AT&T account, you may go to any starbucks and purchase something small like a newspaper with your newly registered Starbucks Card and have two hours of "free" WIFI access for that day only. Moreover, you will have to accept a security certificate in order for your notebook to access the internet. As far as the hardware Starbucks is using, it is a Cisco server through their network. Most 'cafe' type places usually have free Wifi using standard routers (Linksys, Netgear, etc.) to allow connection to the internet absolutely free.
Also the Starbucks Serves Up Digital Music.In-store CD burning service will be installed in coffeehouses in Seattle and Texas. The Hear Music media bars will feature the necessary hardware and software, provided by HP, for customers to search Starbucks' digital song library, choose and listen to tracks, and burn them to a CD.
CDs whose song lists are compiled by customers will cost $8.99 for the first seven tracks and $0.99 per additional track.Customers will also be able to purchase full-length albums at prices that are similar to what conventional retail outlets charge. They will be able to burn these albums off the digital song library or buy them in the standard shrink-wrapped format if they are in stock at the store.
