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 DoubleShot. Bring on the day(Starbucks DoubleShot 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 Starbucks had more than 16,226 stores worldwide, including 11,434 stores located in the United States July 1, the company announced it was closing 600 under-performing company-owned stores and cutting U.S. expansion plans amid growing economic uncertainty On July 29, Starbucks also cut almost 1,000 non-retail jobs as part of its bid to re- energize the brand and boost its profit

Name International names include: Arabic-speaking countries: ستاربكس (transliteration: stārbaks)Arabic China, Hong Kong, Macau, Taiwan: 星巴克 Pinyin: xīngbākè ( 星 xīng means "star", while 巴克 is a transliteration of "-bucks")ChinaHong KongMacauTaiwanPinyin transliteration Israel: סטארבקס (transliteration: s ṭ ārbaqs)Israel Japan: スターバックス (transliteration: sutābakkusu, phonological: staa-bahkss)Japan Russia: Старбакс (transliteration: Starbaks)Russia South Korea: 스타벅스 (transliteration: seutabeokseu), often used in conjunction with the English nameSouth Korea Quebec, Canada: Café Starbucks Coffee[39] (added the French word to avoid controversy with local language politics)[citation needed]QuebecCanada[39]citation needed Thailand: สตาร์บัคส์ pronounced [satā ː bāk ʰ ō]Thailand[satā ː bāk ʰ ō] Bulgaria: Старбъкс (transliteration: Starbâks)Bulgaria

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 scaleMake the best use of a large number of chain stores play the advantages of economies of scale restaurants and other strategic alliancerestaurants and other strategic alliance Population of drinking coffee increasingPopulation 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