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STARBUCKS COFFEE is everywhere [Yuyuan Shopping Center / Shanghai]

d'n'c

http://www.flickr.com/photos/fukagawa/860834393/

会社研究 スターバックスコーヒージャパン
@damatsucon
2014/01/24 日本経済新聞朝刊 17面
@damatsucon
経営効率の高さが目立つ
スターバクス
(14/3予)

マクドナルド
(13/12推)

1,030

店舗数

3,192

約3%

既存店売上高

▲6%強

10分の1

13億円

広告・販促費

138億円

外食日本1

114億円

経常利益

100億円

9.2%

売上高経常利益率

3,8%

1,792億円

時価総額

3,536億円

増減率

@damatsucon
原動力は口コミで囲い込んだ固定客
ネットを活用した口コミ策

✤

期間限定商品を毎月の
ように出す

✤

✤

限定商品

改装

既存店の
に投資(今期約55
億円)→7割が店内で飲食

ブランド力
良い雰囲気

強化

無料Wi-Fi

店内での

通信環境

@damatsucon
「来期から出店ピッチをあげる」スタバの課題は?

中高年層の

地方への出店

取り込み

国内1,000店舗を境に生ま

口コミ戦略を幅広い

れやすい飽和感をどう払拭

年代に広げるには?

するか?
@damatsucon

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