[생산운영관리] 스타벅스의 SCM도입사례(영문)

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레포트 > 경제경영계열
2011.01.18
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[생산운영관리] 스타벅스의 SCM도입사례(영문)

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[산업분석론] [산업분석론]커피산업 분석 및 커피점(스타벅스, 커피빈, 할리스, 자바시티) 경쟁현황 분석(A+리포트)

[외식산업론] 스타벅스(Starbucks)의 성공 사례

크리스피 크림 도넛 마케팅전략

[마케팅] 크리스피 도넛 마케팅 전략

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[생산운영관리] 스타벅스의 SCM도입사례(영문)에 대한 자료입니다.

1. Supply Chain Management

2. SCM in Coffee Industry

3. SCM of Starbucks

4. Drawbacks

5. Improvement & Opinions

References

본문내용

New Supply Chain with Fair Trade

There are two new additions in the chart, which are C.A.F.E and Fair Trade. Before starbucks imports beans, these play a role as test of passage. These are protector to farmers to guard farmers’ equity. C.A.F.E. is good action in Starbucks’ SCM. It seems like causing raw material cost more. But starbucks may gain customer’s trust, can motivate suppliers, farmers, to produce higher quality beans and in conclusion this make increase sales.

Starbucks Coffee Company initiated C.A.F.E. (Coffee and Farmer Equity) Practices to evaluate, recognize, and reward producers of high-quality sustainably grown coffee. C.A.F.E. Practices is a green coffee sourcing guideline developed in collaboration with Scientific Certification Systems (SCS), a third-party evaluation and certification firm. C.A.F.E. Practices seeks to ensure that Starbucks sources sustainably grown and processed coffee by evaluating the economic, social and environmental aspects of coffee production against a defined set of criteria, as detailed in the C.A.F.E. Practices Guidelines. Starbucks defines sustainability as an economically viable model that addresses the social and environmental needs of all the participants in the supply chain from farmer to consumer.

4. Drawbacks
Expending Inventory Cost

A major drawback of Starbucks is expending inventory cost. As you know, there is an inventory in manufacturing companies. Likewise beans are stored in warehouse. Starbucks has few roasting plants. This is a major cause of increasing inventory cost.

Starbucks’ coffee beans are transported to each country after being roasted in the roasting factories in U.S.A. and Netherlands. Because the physical distance is quite far, there is a risk of oil spills and natural disasters might occur during the voyage by aircrafts or ships, such as the Mexico gulf oil spill and the Iceland volcanic eruption which happened this year.
Starbucks coffee is high quality due to the best Arabica coffee beans which is observed by 100 roasting professionals during the roasting process. Despite the fact, because of the time taken by the transportation, customs clearance, delivery to the store and producing coffee there’s a high possibility for the coffee beans to lose its freshness. Starbucks expressed their intention that they are using a flavor lock technology made by their own to keep the freshness of the roasted beans up to 8 months which includes vacuum wrapping. But among experts, it is said that Starbucks coffee has the taste of the oxidized old coffee bean with unpleasant scent. To solve this problem, setting up roasting factories in every country would be a way, but it wouldn’t be adequate from the efficiency point of view to manage the flow of the raw materials and also the cost will dramatically go up.

참고문헌

References

Michelli, Joseph A., “The Starbucks Experience”, McGraw-Hill, 2007

“1999 Coffee Market Summary,” Specialty Coffee Association of America, November 1999.

Batsell, Jake. “Starbucks Achieves Worldwide Renown, with Some Costs,” The Seattle Times, November 4, 2001.

Bock, Paula. “Ground Zero,” Seattle Times, Pacific Northwest Magazine, August 12, 2001

Charveriat, Celine. “Bitter Coffee: How the Poor are Paying for the Slump in Coffee Prices,” Oxfam, May 16, 2001.

“Corporate Social Responsibility FY01 Annual Report,” Starbucks Coffee Company, February 2002.

Dicum, Gregory & Nina Luttinger. The Coffee Book: Anatomy of an Industry from Crop to the Last Drop, The New Press: New York, 1999.

Giovannucci, Daniele. “Sustainable Coffee Survey of the North American Specialty Coffee Industry,” May 2001.

Krier, Jean-Marie. “Fair Trade in Europe 2001,” European Fair Trade Association, January 2001.

Maitland, Alison. “Bitter Taste of Success,” Financial Times, March 11, 2002, p. 14.

Massing, Michael. “From Protest to Program,” American Prospect, July 2, 2001, v.12 no. 12, p. 52, Special Supplement: Globalism and Its Critics.

McClure, Robert. “Starbucks soon to have it Made in the Shade,” Seattle-Post Intelligencer, August 3, 1999, p. A1

O’Brien, Chris. “2002 Report on Fair Trade Trends in the US and Canada,” Fair Trade Federation, April 2002.

Packard, Ben. “Sustainability Practices Presentation,” National Recycling Coalition Conference, January 16, 2001.

Pendergrast, Mark. Uncommon Grounds: The History of Coffee and How It Transformed Our World, Basic Books: New York, 1999.

Starbucks Coffee Company no. 1-0023 Tuck School of Business at Dartmouth 28

Peters, Gretchen. “No Quick Solution to Deforestation in Lush Chiapas,” Christian Science Monitor, January 14, 2002, p.7.

“Product Profile: Coffee.” Third United Nations Conference on the Least Developed Countries, Business Sector Roundtable, May 16, 2001, Brussels.

Richards, Greg. “The Coffee Crisis,” Java Jive; A Newsletter on Fair Trade and Equal Exchange, Winter/Spring 2002, no. 23, p. 1.

Schultz, Howard. Pour Your Heart Into It, Hyperion: New York, 1997.

“Spilling the Beans on the Coffee Trade,” The Fairtrade Foundation, March 2002.

“Starbucks Corporation,” Hoover’s Company Profile, 2002.

“Starbucks Corporation,” Standard & Poor’s Corporate Descriptions, April 27, 2002.

#생산운영관리 #SCM도입사례 #스타벅스 #도입 #벅스

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