舊金山（市場） - 星巴克（SBUX）週四晚超出華爾街的盈利財年第二季度其在美國的業務上的實力和咖啡期貨價格下跌後，上調其2013財年的盈利前景。截至二零一零年三月三十一日止第一季度，星巴克表示，利潤增長26％，至390400000美元，或每股51美分。分析師此前預期的48美分。收入增長11％，至36億美元，而同店銷售額增長了6％。經營利潤率從13.5％攀升至15.3％。 2013年9月的財年，星巴克說，它會之間賺取$2.12至$2.18每股。其舊的預測為2.06美元每股2.15美元。然而，星巴克維持其毛利率改善，收入及同店銷售增長的前景。星巴克股價下跌1.6％，至尾盤59.50美元。報告之前，股票是其五年高點62美元附近交投。
STARBUCKS PLANS TO BREW A STRONGER PROFIT IN 2013
NEW YORK (AP) — Starbucks Corp. plans to accelerate growth and brew up a stronger profit in the year ahead, with CEO Howard Schultz noting that customers of all walks of life consider its drinks an "affordable luxury" even in challenging economic times. 紐約（美聯社） - 星巴克計劃，加速增長和釀造了一個更強大的利潤在未來的一年中，公司首席執行官霍華德·舒爾茨指出，各行各業的客戶認為其飲料“買得起的奢侈品”，即使在富有挑戰性的經濟時代。
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| SBUX profit increase a lot due to their product strategy |
Citing the strength of its core business and a pipeline of new products — such as improved baked goods and a single-serve brewer that was introduced this fall —Starbucks lifted its dividend and guidance for the fiscal year ending in September 2013. 援引2013年9月結束的財年，其核心業務的實力和管道的新產品 - 如改善焙烤食品和單發球啤酒，介紹了今年秋天星巴克解除其股息和指導。
In the year ahead, Starbucks said it also plans to open 1,300 net new stores, up from the 1,063 it opened in the just completed year.
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| Correct promotion made SBUX revenue growth |
The $5 latte pioneered by Starbucks has long been a hallmark of financial indulgence for many Americans. But in a conference call with analysts, Schultz said that he wouldn't "define Starbucks as a luxury brand." Instead, he said Starbucks was positioned as an everyday luxury that anyone could afford, giving the company the flexibility to navigate even through a weak economy.
In the latest quarter, for example, the sales spike in the U.S. was partly the result of the company's "treat receipt" promotion, which offers customers in the morning a discount if they bring back their receipt in the afternoon. Executives decided to go ahead with the promotion after noticing traffic trends slowing in the summer.
"We weren't planning on doing it this year, but when we saw that slowing in June and July, we decided to go back to the tried and true," said Troy Alstead, Starbucks' chief financial officer.
Although consumer packaged goods remain a relatively a small portion of Starbucks' business, revenue for that segment rose 33 percent to $393 million in the quarter. As Starbucks faces intensifying competition from fast-food chains offering specialty coffees, the company has been expanding into other areas, such as its Evolution fresh juices, Refreshers energy drinks and the purchase of a small chain of San Francisco bakeries earlier this year. The Verismo, a single-serve coffee brewer, began appearing in stores this fall.
In the China Asia Pacific region, where Starbucks is intensifying expansion, the company said sales at cafes open at least a year rose 10 percent. In its struggling Europe region, however, the sales figure fell 1 percent, dragged down by weak results in Germany. The company said the closures of underperforming stores and the licensing of some of its cafes in the region is expected to improve results in coming quarters. 在中國亞太地區，星巴克正在加緊擴張，該公司表示，在咖啡館開張至少一年的銷售增長了10％。然而，在其苦苦掙扎的歐洲地區，銷售數字下降了1％，在德國的疲弱業績拖累。該公司表示，關閉表現欠佳的店鋪，並在該地區的一些網吧許可預計在未來幾個季度的改善結果。
For the period ended Sept. 30, Starbucks earned $359 million, or 46 cents per share. That's up slightly from $358.5 million, or 47 cents per share, a year ago, when a fewer number of outstanding shares boosted the per-share results. The year-ago results also benefited from a gain related to a real estate sale.
Revenue rose 11 percent to $3.36 billion.Analysts expected profit of 45 cents per share on revenue of $3.39 billion.
For fiscal 2013, the company now expects to earn between $2.06 and $2.15 per share. That's up from its previous outlook of $2.04 to $2.14 per share and above the $2.14 analysts expected, according to FactSet. The company also raised its quarterly dividend to 21 cents, an increase of 24 percent.
Shares rose $2.82, or 6.1 percent, to $49.44 in after-market trading. The stock had closed up 72 cents to $46.62 in regular trading.
星巴克火車開店 首登瑞士火車車廂
每天在趕往上班的途中，悠閒地享受一杯氣味香濃的星巴克咖啡是多少通勤族的夢想？如今連鎖咖啡店星巴克14日宣布要在瑞士的一節火車車廂上推出首家咖啡分店，首創星巴克有史以來最小的店面。
星巴克現已成為買房的加值指標之一，由於其對顧客的服務優質，人們在聽到星巴克要進駐自己所處社區時，感受到的往往是生活品質的提升。星巴克在台灣由北到南擴展，其品牌形象顯著，所到之地往往給人地方持續發展的願景。然而店面租金為星巴克拓展門市的最大阻礙，以往星巴克在開店時，只顧著找人潮最多商機無限的好地點而忽略了昂貴的租金，因此發生像在北京國貿一期商圈拓展失敗而關店的案例；於是近幾年星巴克有了新的思維，那便是店面小、型式卻獨特的概念門市，為此星巴克積極地在世界各地擴展。
「概念門市」，指的是獨一無二的店面型態！像是在日本的貨櫃屋門市、荷蘭阿姆斯特丹的「實驗室」門市，同時由於店面狹小,經營模式就有如麥當勞的「得來速」一樣，不是讓人們駐足逗留於此，而是透過藝術與建築物的結合讓人們好奇這是什麼玩意兒，進一步欣賞、認同而擁有不同於以往的消費體驗，藉由這樣的設計，提供更經濟、便捷，且有利營收的銷售模式。 星巴克此次和瑞士國家鐵路公司（SBB）合作，在日內瓦到聖加倫的雙層火車上，特闢一節車廂開分店。列車外觀有星巴克商標，內部則以木製裝潢為主。
列車上層為內用區，含無座吧、甜點櫃等，下層則為外帶區。星巴克概念設計總監穆勒說，這次火車分店設計須考慮火車會不斷移動、空間有限等不同於以往的經營元素，預定下周四（21日）將開始營運，預估每天將會有2班次列車的乘客，可以享受到星巴克咖啡。此外，SBB也發布聲明，9個月試賣期過後，端看星巴克整體營運的成效，才能評估是否要再另闢其它火車分店。
分析
- 星巴克知道如何分析客源，規劃新產品、店面位置、帶動更高的客戶流量，當然可以改善獲利。
- 就如同 NU SKIN 推出專業防老產品，獲利大幅提升。
- 台灣廠商要思考全球行銷、產品差異化及創新，不要只以中國大陸為市場，中國大陸政策只照顧陸商，利用台灣資金、人才，祖國是在做產業升級，台灣卻面臨政府高經常性支出找稅收及政府歲入；
- 由星巴克 weekly chart 分析發現，再一波噴出美股將面臨修正壓力，台股就更弱了；
- 餐飲服務業走向全球品牌化，台灣餐飲服務業須加速全球化，政府更應該知道該如何因應，讓台灣上市公司願意持續在台灣上市，一旦，台灣企業持續全球化，會凸顯台灣政府『對投資環境貢獻/政府經常花費』將是世界級低，也就是政府經常花費過高卻對企業、投資率及政府支出之勞工福利幫助很低，這種政府如何對抗大陸、東南亞投資優惠吸收台灣資金、人才；
- 建議行政院、經建會、經濟部、財政部全部改組，由民間借調能大力整頓中央政府之勞工經理人擔任，這樣才能產生像南韓李明博這種領導人，台灣經兩黨輪流執政 13 年，我們只看見平均經濟成長率一直往下、投資率遲緩。
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