Ch. 9 Strategic Management

Team Excercise0213325 丁韋如0213322 梁瀠方

Starbucks

• "Our mission: to inspire and nurture the human spirit one person, one cup and one neighborhood at a time." From Starbucks.

Starbucks

Customers ( )年輕族群 上班族、學生Markets 發跡於美國，目前在全球拓展據點

Concern for survival, growth and profitability 強力推銷品牌形象Philosophy 顧客至上

Concren for public image ( )致力於環境保護 例： 咖啡來源、茶和紙張使用Products or services 咖啡Technology 咖啡豆烘焙技術、新產品Self-concept 據點多、與超商合作等Concern for employees 雇員為重要資產之一

Starbucks

• Corporate Strategies• Growth: 仍在擴充全球版圖中，目前致力於拓展中國市場。

Starbucks

• Differentiation Strategy• 與其他類似性質廠商做出相差異的形象

Nike

• "Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online." from Amazon "To bring inspiration and innovation to every athlete in the world." from Nike.

NikeCustomers 運動員、休閒大眾Markets 全球

Concern for survival, growth and profitability 產品多樣化、盡力符合大眾需求Philosophy 誠信服務

Concren for public image 企業發展、客戶價值、員工利益、社會貢獻Products or services 運動用品Technology 人因設計Self-concept 100%高效低成本、 滿意度Concern for employees 以人為本，為員工謀利益

Nike

• Corporate Strategies• Stability: 為已存在之客戶提供更好的服務與商品

Nike

• Focus Strategy• 針對運動員研發相關產品

Apple Inc.

• "Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad" from Apple.

Apple Inc.

Customers 智慧型手機與高科技產品用戶Markets 全球

Concern for survival, growth and profitability 研發更高性能的人性化軟硬體設備Philosophy 求新求變

Concren for public image 審核供應商，杜絕不人道工作環境Products or services 智慧型裝置Technology 軟硬體設計技術Self-concept 公司專利數量龐大，技術引領全球Concern for employees 維護人權等觀點

Apple Inc.

• Corporate Strategies• Renewal: 抑制市場占有率下降的趨勢、改善行銷策略後東山再起

Apple Inc.

• Differentiation Strategy• 創新技術引領業界