星巴克 年度財務(wù)報表p90

1、1Ourcustomersvotedusthe#1BestCoffeeintheannualZagatsurvey.WefoundasmallwaytomakeourStarbucksCardsevenmeconvenient.23Wemadesureourcustomerswillneverbewithoutgreatcoffee.WereachedmethanfivemillionfansonFacebook—methananyot

2、herbr.Wehavemethan638000followersonTwitter.6WebecamethelargestpurchaserofFairTradeCertified?coffeeinthewld.5OurgoalistohaveallnewcompanyownedstesLEEDcertifiedbeginningin2010.87Wetooktheartificialingredientsoutofourfoodto

3、leaveroomfmerealgoodness.4STARBUCKSCPATIONAUTHFISCAL2010ANNUALREPTTITLETheinnovationssuccessesofFY10madeitadefiningyearfusFY11isalreadyofftoanexcitingstart.Wedebutedanevolvedbridentity—onethatreflectsourbusinessstrategyg

4、ivesusthefreedomtoexplenewproductschannelsofdistributionwhileremainingtruetothecevaluesauthenticitythatarekeytoourcontinuedsuccess.Aswelookfwardthisevolutionisjustoneimptantsteptowardachievingourstrategicgoalscontinuingt

5、ogrowStarbucks.Thebestisyettocome.?2011STARBUCKSCPATION.ALLRIGHTSRESERVED.SJBQ411OTH00680YEARNonGAAPmeasure.Excludes$339$332$53millioninpretaxrestructuringtransfmationgesin200820092010respectively.2006includes$0.02ofexpe

6、nseresultingfromthecumulativeimpactoftheadoptionofanaccountingchangefassetretirementobligations.OperatingIncome(inMillions)chiefretailofficerStarbucksCoffeeJapanStephenLovejoysenivicepresidentSupplyChainOperationsMichael

7、MalangasenivicepresidentU.S.SteDevelopmentGlobalStrategySupptServicesJamesMcDermetsenivicepresidentNtheastDivisionColinMoesenivicepresidentpresidentCanadaLatinAmericaRichNelsensenivicepresidentpresidentEMEACraigRussellse

8、nivicepresidentSteServicesWilliamR.TransuesenivicepresidentGlobalDevelopmentClariceTurnersenivicepresidentNthDivisionMaryK.WagnersenivicepresidentResearchDevelopmentJinlongWangsenivicepresidentpresidentStarbucksCoffeeAsi

9、aPacificMarkWesleysenivicepresidentGlobalDevelopment–EMEARossannWilliamssenivicepresidentSouthDivisionWarmregardsHowardSchultzchairmanpresidentchiefexecutiveofficerANewBlueprintfGrowthGoingfwardwewillbecombiningthecompan

10、y’suniquestrengthsinwaysthatwillallowustogotomarketinawaythatonlyStarbuckscan.Webelievewehavethepotentialtobuildaptfolioof$1billionbrsinsideoutsideourstesusingauniquestrategy.Sourcingroastingservinghighqualitycoffeewillr

11、emainourcebutwearealsopursuingsustainableprofitablegrowthwithamediversifiedmultichannelmultibrbusinessmodel.IntheneartermwearefocusingonStarbucksVIAReadyBrewFrappuccinobeverages—whichisalreadya$2billionplatfm—theTazoteab

12、r.InadditionwehavealsomadesignificantprogresswithSeattle’sBestCoffee.AfterunleashingitsexcitingnewbridentityexpansionstrategyafreshlybrewedcupofSeattle’sBestCoffeeisnowofferedinmethan40000locationsuptenfoldsince2009.Ourn

13、ewgotomarketstrategyleveragesStarbucksuniquebusinessstructure:ourglobalfootprintofretailstesourdistributionwkpresenceingrocerystestheauthenticemotionalconnectionsweestablishwithourcustomersinsteswithourloyaltyprogramsthr

14、oughdigitalmedia.Eachofthesepointsofconnectioncomplementstheotherencouragingourcustomerstotrynewproductsadoptnewritualsmakemefrequentpurchases.WesawthismodelplayoutextremelywellwithStarbucksVIAReadyBrewwearetremendouslyo

15、ptimisticaboutitspotentialtodrivegrowthwithourotherbrs.Starbucks40thAnniversaryItishardtobelievebutMarch2011marksStarbucks40thyearinbusinesssinceweopenedourfirststeinPikePlaceMarketinSeattle.Thisisamajmilestonewewillbece

16、lebratinginavarietyofwaysthathonourpastreflectwhereweareheaded.Oneofthemostrelevantwaystocelebrateouranniversaryisbygivingbacktoourneighbhoods.CommunityinvolvementiscentraltoStarbucksmissionsoonourpartnerscustomersaround

17、thewldwillmeactivelyinitiateparticipateinanewarrayoflocalcommunityserviceprojectsthatwebelievewillresultinlongertermcommunitysuppt.PersonallyIcanthinkofnobetterwaytocelebrateIhopeyouwillalljoinusintheseeffts.Thisyearwewi

18、llrolloutourelegantnewbridentitywithanevolvedlogothatembracesourhistywhilegrantingusmefreedomflexibilitytothinkbeyondcoffeeevenbeyondourstes.Agreatdealofthoughtwentintocreatingthenewdesignwebelieveitsetsthestagefournextc

19、hapter.FinallybecauseanniversariesarealsoatimetoreflectonthepastabookdocumentingourtransfmationwillbepublishedinlateMarch.InOnward:HowStarbucksFoughtfItsLifewithoutLosingItsSoulIcidlyshareourjourneyboththehighsthelowsbec

20、auseunderstingbetterappreciatinghowwetransfmedwillIfeelenhanceourfuture.ThisisaveryexcitingtimefStarbucksyetwehaveemergedfromourpasthumbledrefusingtotakeanythingfgranteddeterminedtogrowwithasintensealevelofdisciplineinno

21、vationaswehaveeverdemonstrated.Asaglobalconsumerbrwithalmost17000stesgrowingbusinessesoutsideofoursteswebelievethatweareinararepositiontointernallyoffsetexternalpressuresfromwhatwilllikelycontinuetobeaverychallengingglob

22、aleconomyinthenearterm.Ateverystageofourjourneywehavebeenftunatetoreceivethesupptofourpartnersourcustomersourshareholdersbusinesspartnersfarmerssuppliers.ThankyouallfstingbyusfcontinuingtobelieveinwhatStarbucksstsfinoura

23、bilitytodeliver.DearShareholdersPerhapsmethananyothertimeinStarbuckshistyIwritetoyoufeelingextremelyproudofwhatStarbuckshasaccomplishednotjustinthesepast12monthsbutalsointhepastthreeyears.Webeganourtransfmationjourneyin2

24、008whenIreturnedasceo.In2009theseedsofthattransfmationtookroot.Fiscal2010markedthetransfmation’sdefiningyearaswedeliveredrecdfinancialresults.Duringthispastfiscalyearrevenuesincreasedtoarecd$10.7billion.Operatingincomein

25、creasedby$857millionfromfiscal2009to$1.4billion.Ourfullyearoperatingmarginof13.3percentrepresentedthehighestfullyearconsolidatedoperatingmargininourhisty.Weended2010withthehighestfullyearcomparablestesalesgrowththatwehav

26、eseenintherecentpastwhileourearningspersharealsogrewsignificantlyfromfiscal2009methandoubleonacomparable52weekbasis.Iamthrilledthatwewereabletofurthershareoursuccesswithafirsteverdividendfshareholdersfourpartnersmaintain

27、inghealthcarecoveragewhilerenewingourfocusonelevatingthepartnerexperiencethroughrecentenhancementstoourbroadbasedequityplanour401(k)program.Wewerealsoabletoofferaspecialcashawardtoeligiblepartnersinrecognitionoftheircont

28、ributiontoStarbucksstrongperfmancein2010.Fthesereasonsmewebegin2011healthierthanwehaveeverbeenwiththecapabilitiestalentresourcespassiontocontinueourmomentum.Theinternalobstaclesweovercamewhilesimultaneouslynavigatingtheo

29、ngoingeconomicchallengesstayingtruetoourvalueshavemadeusastrongercompany.Todayouroperationalfoundation—coupledwithaheightenedlevelofinnovationcustomerrelevance—presentsuswithanopptunitynotjusttogrowbutalsotobuildadiffere

30、ntkindofganization.NotanewStarbucksbutonethatwillleverageextendourcestrengthsbothinsideoutsideourstes.AStrongFoundationMomentouspositivechangesinsidetheganizationdroveoursuccessthispastyear.Infiscal2010webuiltuponthenear

31、ly$600millionofcostsavingsinfiscal2009whiledrivingmanyofourkeyfinancialmetricstorecdlevels.Wehaveimprovedtheefficiencyeffectivenessofoursupplychaintowardwldclasslevels.InourU.S.businessrevenuesoperatingincomearegrowingag

32、ainwithourstepartnerswkingpassionatelytoelevatetheStarbucksExperience.WehadbroadbasedrevenuegrowthinourGlobalConsumerProductsGroup(CPG)wearealsowellonourwaytobuildingawldclasssalesganizationbackofthehouseinfrastructureto

33、supptprofitableCPGgrowthwhichwillenableustopresentonebrvoicefStarbucksentireptfolio.Internationallythefoundationofourbrremainsstrongthewkwedidin2010broughtmedisciplineideasleadershiptolocalmarketshelpeddeliverrecdfinanci

34、alperfmanceinfiscal2010settingtheInternationalbusinessuptobeaprofitablegrowthenginegoingfward.SpecificallyafteradecadeinChinaStarbucksisbeingembracedbycustomersasawelcomethirdplacebetweenhomewkinmajsecondaryeventertiaryc

35、ities.WecontinuetostaytruetoourbrwhilefindingfreshwaystobelocallyrelevantinamarketthatweexpecttobeStarbuckssecondlargestafterNthAmerica.Incustomerfacinginitiativesweareenrichingourconnectionsonmanyfronts.TheMyStarbucksRe

36、wardsloyaltyprogramcontinuestohavesignificanttractiondrivingincrementaltransactionstoourstes.Usingsocialdigitalmediawearefurtherexpinghowweengageourcustomers.Ourmethan27millionfansaroundthewldhavemadeusatopbronFacebook.w

37、iththeOctoberunveilingoftheStarbucksDigitalwkwetappedintothevalueofourvastWiFiwktobringcustomersinourstesfreepremiumcontentfromdailynewsinTheWallStreetJournaltomusicdownloadsfromApple’siTunes.Duringthefirsttwomonthsafter

38、itslaunchtheStarbucksDigitalwkreceivednearly8millionvisitsoverwhelminglypositivecustomerfeedback.Innovationremainsacnerstoneofourgrowth.WiththelaunchofStarbucksVIAReadyBrewitscurrentplatfmofproducts—IcedFlavedChristmasBl

39、end—wehavealreadycreatedabusinesswithsystemwidesalesofapproximately$180millioninfiscal2010withmethan50000pointsofdistributionbringingnewcustomersnewoccasionstothemarketplaceaswellasgrowingStarbucksshareofthepremiumsingle

40、cupcoffeecategy.InadditionbasedinpartonthepositiveresponsetoStarbucksVIAitsearlysuccessinCanadatheUnitedKingdomJapanthePhilippineswecontinuetobelievethattheglobalopptunityfStarbucksVIAissignificantyettobefullytapped.Stay

41、tunedfmeStarbucksVIAdevelopmentsinthecomingyear.AlsoinourstestheadoptionofnewtechnologyplatfmsLeanprinciplesarehelpingtoimprovethepartnercustomerexperience.Customersatisfactionscesfpartnerfriendlinessspeedofservicetasteo