Analyzing the Future Development Prospect of “Starbucks”

Abstract

This report focuses on the analysis of the impact of Shanghai Starbucks Reserve Roastery opening. It can help Starbucks understand clearly the impact and shortcomings of this event on the future development of the company, and help Starbucks develop better in the future. The Starbucks coffee company, founded in 1971, is the world’s leading retailer of special coffee, bakery and Starbucks brand owners. Its retail products include 30 kinds of the world’s top coffee beans, hand make espresso coffee, a variety of coffee hot and cold drinks, fresh and delicious pastry foods, and a variety of coffee machines, coffee cups and other commodities. This report includes a questionnaire survey of primary information and some data from other websites of secondary information. There are six parts in this report. First is introduction; there will summary of the contents of the report. Then is analysis of customer satisfaction, newly developed products, competitiveness of Shanghai Starbucks Reserve Roastery and future development prospects. The third part is the evaluation of all objectives. The fourth one is the conclusion objectives and gives some recommendation of company. Then, there are the references, and finally the appendices.