星巴克咖啡在大学校园里开设的可行性分析 英文版

Prepared by 张琪 国双2班 0941022096

Submitted on December 8th

Feasibility analysis about engaging in a starbucks in

sichuan university ampus

Label of contents:

1

preface-----------------------------------------------------------------------------------4

2 list of

illusions--------------------------------------------------------------------------5

3introduction------------------------------------------------------------------------------6

4 market analyse --- SWOT

analyse---------------------------------------------------7

5 executive

summary--------------------------------------------------------------------8

6

appendix--------------------------------------------------------------------------------10

7

reference--------------------------------------------------------------------------------12

8

glossary---------------------------------------------------------------------------------12

Preface

This survey is about the feasibility of running a starbucks in sichuan university campus.Starbucks is extimated here as a mark of hight-level newly-fashioned consumer goods，we want to draw conclusion about weather this kind of consumer goods could run smoothly and make profit in university with great number of population like sichuan university. By observing the result ,we could also get a knowledge of the standards of consumption of colledge student nowadays. We think this survey make sense in these ways. For the purpose of make the survey, we have designed a questionnaire ， and make the survey through internet communicating softvare like renren 、QQ、and by email. And the respondents are students in sichuan university . Sichuan university is consisit of three campus ,they are jiangan、wangjiang 、huaxi . And the questionnaire are

hand out mainly in the range of wangjiang campus ,which owns the largest population and students here are belong to most diversity of profession of sichuan university. In order to increasing the accuracy of this survey, we also make reference into documents about the situation that star-bark runs in china .and we make a SWOT analyse ，try to analyse from the point of marketing to see weather it is possible to run a starbucks in sichuan university. We hope this survey can reflect the feasibility of running a starbucks in sichuan university as precise as possible, forthermore get the knowledge of the feasibility of running high-level newly-fashioned brand shop in university campus and the precise standard of consumption of colledge student today. We would appreciate a lot to getting your suggestions and your pointing out the mistakes so that the could be corrected.we will take the suggestions and make the survey more reliable.

2 list of illusion

(1) A histogram is on page 10 ,this is about the frequency students in sichuan university are willing to go to the cafe per week. We could see that most student willing to go to the cafe 1~3 times per week, and it is worth noting that not a small part of students in sichuan university don't go to coffee shop during a week.

(2) A histogram is on page 11 , this histogram shows the price students in sichuan university would like to pay on drink coffee outside per week

(3) A bar is on page 11 , this bar is aim on showing the price students

in sichuan university would like to accept per cup of cafe.

(4) A diagram is show on page 11 , this diagram show the price of starbucks . We will take the mrket price here。

(5) The questionnaire is show on page 10 , and the illusion made above was all based on the survey data.

3 introduction

The aim of this survey is to estimate the possibility of running a starbucks in the wangjiang campus of sichuan university . At first , i think it is neccesary to give readers a brief introduction of our respondent . In this part , i will mainly present two source of informations to the readers , the first one is a brief introduction about sichuan university, we will focus on the source of student and the envirment of sichuan university. The second part is about the starbarks , we will show the readers the background of starbucks and the state of operation of star-buck in china .

Sichuan university is located in chengdu,sichuan,and it is the biggest university in southeast in china with great famous. It owns three campus, wangjiang, jiangan ,and huaxi. With a population about 750,000 consist of teachers, workers in the campus maintenance, student, graduate student, doctoral student. As a comprehensive university with the most professions, sichuan university is in the list of project \"985\" and \"211\". Teachers ,students here are from

different areas all over the county even some students and teachers are from other countries beyond the country bounds. Wangjiang campus is an open campus , persons in the campus and out of the campus are move freely in this area. So if a star-bark is engaged in this area, the consumer group base are much larger than the school's population. Starbucks is fit with the campus culture environment .Based on the analyses above , we could consider the wangjiang campus of sichuan university is above the average to be a sample to test the possibility of running a star-bark in university. That is to say , if there is little possibility to opening a star-bark in sichuan university's wangjiang campus , then ,it is hard to running a starbarks in other campus.

Next let's come to starbucks,starbucks corporation is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 55 countries.Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and panini, pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores.From Starbucks' founding in later forms in Seattle as a local coffee bean roaster and retailer, the company has expanded rapidly. After getting the knowledge of the glorries development history of starbucks in other countries, it is not surprising for us to find that it takes only a few years timefor starbucks has become a fashionable pronoun in China.Starbucks coffee has become the the first brand of

the domestic industry at present.

4 market analyse---SWOT analyse

Strength:

(1)There is a great population in sichuan university, and most among them are young or fashionable teachers, the consumer group base is very large.

(2)starbucks have already establish a good brand image, students and teachers in sichuan university are have known this brand and think it not bad.

(3)From the point of technical feasibility , it is possible to open a starbucks in the campus because that the technology is enough supported.

Weakness:

(1) people in sichuan university not like coffee that much that much of them won't drink coffee frequently.

(2) The price in starbucks is a little bit high, students don't accept it a lot.

(3) The cost of opening a starbucks is about 10,000,000, and the opener must take the money by once,it not a little money and the cost-recovering is about 3 years.

Opportunities:

(1) starbucks would like to earn more market in china including chengdu, it may support in the campus shop.

(2) School would like to invite big and famous brand shop in order to avoid problems like unstandard management.

Threat:

(1) many small drink shops have already opened in the campus, and they owns a price advantage, the competition will be accurate.

(2) The stabilize management would be threat if the school change it's strategy of plan.

4 executive summary

Combine the situation of sichuan university and the business situation of starbucks in china , we could draw a brief conclusion that it is not so feasible to open up a starbucks in the wangjiang campus. The conclusion is based on the data of survey. The respondent of the data has been describe in the preface part. Our conclusion is based on the following consideration.

First, the purchase power in college is limited. Although the population base is great, people here are most student without income, they know the brand and like

it a lot, but they are not stable consumer group. For them, it is possible to go there and have a drink several times a mouth at most, and this is not enough to support a starbucks shop with such large opening and management cost.

Secondly, compare with other starbucks shop opening in other places like shopping mall, the visitor flow rate is much little. And in contract, shopping mall is somewhere people purchase and spend money, but campus is somewhere for study and living. The purchase power and willing to pay is much smaller in the campus.

Thirdly, there are already many liquor stores in the campus, they have advantage of cheaper over starbucks. What's more, they have master the market in campus. Students and teachers in the campus have already get use of them . In contract, starbucks seems not have a lot of advantages. It is more exact to see the starbucks as

Luxury rather than normal goods.

Questionnaire

1 Do you know starbucks brand

A yes B no

2 How do you fell about starbucks

A better than other brand B not feel different from other brand

3 If there is a starbucks open in school campus, will you purchase there?

A yes B no C it's all depends

4 how much money do you willing to spend on drinking coffee per week?

A less than 30 B between 30 and 50 C between 50 and 100 D above 100

5 how much money do you willing to pay for a drink per time?

A below 30 B 30~50 C 50~80 D above 80

6 how many times a week will you probably go to the coffee shop

A 0 B 1~3 C 3~5 D 5~7

Thank for answering!

We have hand out 50 questionnaires and receive all them back .the result is list as follow.

For the first question, 48 students' answer is yes . We can draw the conclusion that most student know this brand.

The result of second problem is that 41 students choose A . We could say that starbucks have already establish a good image among students .

For the 3rd question, 30 students' answers A and 14students answers B 6 students answers C. We could see here that not everyone like coffee or starbucks coffee. And student choose to go is above half.

As for question 4 and question 5 , the highest frequency both occurs in the answer B. It shows that student don't care a lot about the price for once try but don't owns high purchase power .

When it comes to question 6 , 10 students choose answer A , it shows that some students nearly don't drink any coffee at all. 29 student choose B . We could draw a conclusion that students in sichuan university have not drop in the habit of drinking coffee.

6 Appendix

Questionnaire and diagrams

Questionnaire

1 Do you know starbucks brand

A yes B no

2 How do you fell about starbucks

A better than other brand B not feel different from other brand

3 If there is a starbucks open in school campus, will you purchase there?

A yes B no C it's all depends

4 how much money do you willing to spend on drinking coffee per week?

A less than 30 B between 30 and 50 C between 50 and 100 D above 100

5 how much money do you willing to pay for a drink per time?

A below 30 B 30~50 C 50~80 D above 80

6 how many times a week will you probably go to the coffee shop

A 0 B 1~3 C 3~5 D 5~7

Thank for answering!

A histogram about the frequency students choose to go for a drink in coffee shop per week.

The price students in sichuan university would like to pay on drinking coffee outside per week

This bar is aim to show the price students in sichuan university would like to accept per time

Price list of starbucks

星巴克价格一览

意式咖啡 普通 中 大

焦糖玛奇朵 24 27 30

拿铁咖啡 19 22 25

卡布奇诺咖啡19 22 25

摩卡咖啡 22 25 28

美式咖啡 15 18 20

沁凉系列

冰拿铁咖啡 19 22 25

冰摩卡咖啡 22 25 28

冰美式咖啡 15 18 20

咖啡星冰乐 21 24

摩卡星冰乐 23 26

浓缩星冰乐 25 28

7 references

Wikipedia about starbucks dompany

Baidu web site about sichuan university

8 glossary

Starbucks

Sichuan university

Wangjiang campus

Business running situation

Feasibility