Unit 3 Corporate strategies Text B Starbucks foreign direct investment
Unit 3 Corporate strategies Text B Starbucks’ foreign direct investment
Lead-in Global expansion Wal-Mart: catering to the local shopping preferences Starbucks: maintaining the original flavour replicating(复制)“ Starbucks experiences"in foreign countries Could you think about any reason for Starbucks'strategy?
Lead-in Global expansion • Wal-Mart: catering to the local shopping preferences • Starbucks: maintaining the original flavour – replicating (复制) “Starbucks experiences” in foreign countries • Could you think about any reason for Starbucks’ strategy?
Academic reading Text b Starbucks'foreign expansion Read para. 1 Synthesize the information about starbucks corporate strategies Fill in the table on p. 58 Products, Customer service, employee
Academic reading Text B Starbucks’ foreign expansion • Read para. 1 • Synthesize the information about Starbucks’ corporate strategies • Fill in the table on p. 58: • Products, Customer service, Employee
Academic reading Text B Starbucks'foreign expansion Aspects Starbucks strategies Products Selling its own premium coffee and coffee beverages, along with a variety of pastries. coffee accessories, teas and other products in a tastefully designed coffeehouse setting Customer Providing superior customer service service Employee Emphasizing employer hiring and training programs and offering employees stock option grants and medical benefits
Academic reading Text B Starbucks’ foreign expansion Aspects Starbucks’ strategies Products Selling its own premium coffee and coffee beverages, along with a variety of pastries, coffee accessories, teas, and other products in a tastefully designed coffeehouse setting Customer service Providing superior customer service Employee Emphasizing employer hiring and training programs and offering employees stock option grants and medical benefits
Academic reading Text b Starbucks'foreign expansion stock option(para. 1, L4 on p. 56) ·(公司以优惠价格提供给员工的)认股权,股 票购买权 It is the right for an employee at a publicly traded company(上市公司) to buy shares(购买股 FE)in that company for a certain price usually lower than the usual price)
Academic reading Text B Starbucks’ foreign expansion stock option (para. 1, L4 on p. 56) • (公司以优惠价格提供给员工的)认股权，股 票购买权 • It is the right for an employee at a publiclytraded company (上市公司) to buy shares (购买股 票) in that company for a certain price (usually lower than the usual price)
Academic reading Text b Starbucks'foreign expansion stock option(para. 1, L4 on p. 56) Stock options in this sense are often a part of compensations(薪酬的一部分) for senior-and middle-level executives in large companies These stock options have certain rules governing when and how the option can be exercised(指导何时、以何种方式行使认股权)
Academic reading Text B Starbucks’ foreign expansion stock option (para. 1, L4 on p. 56) • Stock options in this sense are often a part of compensations (薪酬的一部分) for senior- and middle-level executives in large companies. • These stock options have certain rules governing when and how the option can be exercised (指导何时、以何种方式行使认股权)
Academic reading Text b Starbucks'foreign expansion Para. 2-6 Starbucks international expansions in Japan ● Thailand ● Switzerland
Academic reading Text B Starbucks’ foreign expansion • Para. 2-6 Starbucks’ international expansions in • Japan • Thailand • Switzerland
Academic reading Text b Starbucks'foreign expansion International expansion Principle: Making sure overseas operations replicate the Starbucks experience Strategies depending on local conditions Franchising Joint ventures with local partners Wholly-owned subsidiaries
Academic reading Text B Starbucks’ foreign expansion International expansion: • Principle: Making sure overseas operations replicate the “Starbucks experience” • Strategies depending on local conditions: – Franchising – Joint ventures with local partners – Wholly-owned subsidiaries
Specialized vocabulary a franchising strategy特许经营权( para. 2 L3) It is a corporate strategy based on an agreement in which an entrepreneur buys a license to use another business products, brand, or proprietary knowledge(使用另一家企业 的产品,品牌,或者专利知识)
Specialized vocabulary • a franchising strategy 特许经营权 (para. 2, L3) • It is a corporate strategy based on an agreement in which an entrepreneur buys a license to use another business’ products, brand, or proprietary knowledge (使用另一家企业 的产品，品牌，或者专利知识)
Specialized vocabulary licensing agreement特许权协议(para2,L5) A legal contract between the licensor and the licensee In a typical licensing agreement, the licensor grants the licensee the right to produce and sell goods, apply a brand name or trademark or use the patented technology owned by the licensor
Specialized vocabulary • licensing agreement 特许权协议 (para. 2, L5) • A legal contract between the licensor and the licensee. • In a typical licensing agreement, the licensor grants the licensee the right to produce and sell goods, apply a brand name or trademark, or use the patented technology owned by the licensor
