Chidzidzo Chekuongorora Kwekutsvakurudza Misika
Starbucks International Business Strategy
Starbucks kupinda mumashamba ekubudirira uye akabudirira anoziviswa nekutsvakurudza kwemari.
Starbucks yakaitisa tsvakurudzo yemakethe kuti iwane kunzwisisa kwakadzama kwemashamba eChina, uye nzira iyo hutungamiri hwehurumende hunoshanda muPublic Republic of China (PRC). China ine nhamba dzakasiyana-siyana dzakasiyana-siyana mumashamba, izvo zvinoita kuti kutsvaga kwemusika kunokosha pakugadzira zvigadzirwa zvitsva nemadhora muChinese.
Kunzwisiswa kwakadzama kwepfungwa yezvakanaka mitemo yakarurama yakakosha kuti upinde mumakethe anotanga kubudirira. Starbucks yakaratidza mukova nzira inogona kutarisana nemakona makuru eChina uye iyo yakagadzirirwa kuva sekusina kunaka nekuremekedza tsika dzeChinese sezvinobvira.
Panzvimbo pokutora nzira inowanzogadzirwa kune zviziviso uye kukurudzira - izvo zvingave zvakaratidzwa nevashandi vechiChinese sevanorwisa tsika yavo yekunwa tei - vaisa nzvimbo mumigwagwa yepamusoro-mhara uye nzvimbo dzakakwirira dzinooneka.
Uyezve, Starbucks yakaronga nemaune kuburitsa gaka pakati peiyo yekudhakwa tsika uye chikafu yekudhakwa tsika kuburikidza kuisa zvinwiwa muzvitoro zveChinese izvo zvaisanganisira teji-based ingredients.
Kutsvakurudza kwepasimusi kwakatsigira kukurudzirwa kweStubucks 'kukwikwidzana kwekambani yenyika. Izvo zvakakosha competi tive zano raiva yekugadzira mararamiro echirongwa. Zvichida Starbucks vatengesi muChina vanogona kutarisira kune izvo Starbucks inoreva seChiitiko che Chitatu .
I Starbucks inosangana nemamiriro ezvinhu anonyanya kufadza kune avo vanoda kuWestern standards kana kukwira makera mune tsika yavo.
Kutsvakurudza kwemashamba kunoratidza kuti kushandiswa kwemavara kunokosha kune vatengi ve Starbucks. Apo Starbucks inovhura doro idzva mumakambani anotanga kufanana neChina, yakanakisisa baristas inotumirwa kutanga uye kuitisa kudzidziswa kwe baristas iyo ichaenderera mberi apo nguva yekugadzirwa kwacho kwapera.
Inotsvaga yekutsvakurudza misika inotengeswa mune zvematengesi ezvematongerwo enyika
Kutsvakurudza kwepamusika kwakabatsira kuziva zviratidzo zvehutongerwe enyika mu Peoples 'Republic of China (PRC). Vaya vari pakati peChina vakagamuchira nokukurumidza mitemo yeWestern semuenzaniso unogamuchirwa wekirasi bourgeois. Uyezve, vatengi vechiChinese vanobvuma kutenga zvinhu zvekugadzira zvinhu sechirongwa chekutsvaga mararamiro ehupenyu.
Pasi pesimba reCommunism, vaChina vaifunga kushandiswa kushandiswa kuve kwakashata kana kuti kuratidza kusava nekutendeseka kwenyika. Kuita zvematongerwo enyika muThe Peoples 'Republic yeChina kunotsigira hutsika-hunoziva huwandu hwevanhu hunoratidza kufarira kwahwo mukuchengetedza neJones' kuburikidza nehuwandu hwakawanda hwekushandisa.
Sangano rehurumende yeChinese rekushandiswa kwepamusoro-soro rinonyanya kuonekwa mune dzimwe maguta muChina. Guta rechipiri cheguta re Chengdu rinoshumira semakambani ekutsvakurudza nyaya dzekutsvaga muhurumende yeChina inotsigirwa nehurumende.
Chengdu inokurudzira hutungamiri hwehupfumi pahutano hunopupurirwa nekuvapo kwezvivako zvakadai saLouis Vuitton naCartier mumuguta wayo.
Maererano neChengdu Retail Industry Association, mabhizimisi anotengesa 80 muzana emakambani emakwikwi emarudzi akawanda ari kuChedu, uye guta racho rinongodarika chechitatu mukutengeserana kwepamusoro kweBeijing neShanghai. Zviri nyore kutarisa kuti kutungamira kwenyika iyi kune zvigadzirwa zvepamusoro kunowedzera sei kune brand ya Starbucks, iyo inoratidzirwa nehumwe huwandu hwehumwe chete.
Kutsvakurudza Kwemisika Kunoratidza Zviratidzo zveMatengesi Ekutengesa Mutemo Wemagariro
Zvakakosha kunzwisisa mitemo yekodzero dzekodzero yemitemo uye nhepfenyuro yekupa zvibvumirano paunenge uchironga kupinda mumusika mumusika unobuda. Starbucks yakashandisa mitemo yekudzivirira inyanzvi kudzivirira bhizimisi rayo yebhizimisi uye marashi kubva pakanyorwa kopinyore muChina.
Makore mana mushure mokuzarura café yayo yekutanga muChina - muna 1999 - Starbucks yakanga yakanyoresa mabhizimusi ayo makuru eChina. Mamwe mabhizinesi eChinese akashandura miganhu yepamutemo mukuedza kwavo kutevedzera muenzaniso we Starbucks wakabudirira.
Sangano uye sangano reStubucks 'pasi rese rakaratidzwa nekutsvakurudza kwemari. Sangano remasangano rakashandiswa ne Starbucks rakabva pane zvakaitika kuStubucks mune dzimwe misika yakasimudza yakatsigira kutanga kuziva kuti China haisi imwe yemisika yemashamba.
Sangano remasangano rakashandiswa ne Starbucks rakataurira misika zhinji dzeChinese. Chimiro chinotarisana nechokumaodzanyemba kweChina chinopesana nemaitiro kubva kumabvazuva kumativi eChina, sezvinoratidzwa mukusiyana kwevatengi vanoshandisa simba muInland iyo yakanyanya kuderera kudarika simba rekushandisa mumasvingo egungwa.
Izvo zvakaoma zvemisika yeChina zvakatungamirira kumabatanidzwa emunharaunda kuti vabatsire muzvirongwa zveStobucks zvekuwedzera muChina; kushamwaridzana kwakapa mutengi kunzwisisa kwekuda kweChinese uye zvaidiwa zvakabatsira Starbucks kunzvimbo dzakasiyana-siyana.
- Northern China - pamwe chete neBeijing Dai Da coffee company
- Eastern China - yakabatana neTaiwan-based Uni-President
- Southern China - akashanda naMaxim's Caterers muHong Kong
Starbucks 'kukwikwidzana kunowanikwa pane zvigadzirwa, basa, uye mararamiro emhando, mazhinji ayo akaratidzwa kuburikidza nekutsvakurudza kwemusika kuti kukosha kune vatengi ve Starbucks. Western brands ane ruzivo pamusoro pemakona eChina anozivikanwa pamusana pezita rakagamuchirwa kazhinji yezvigadzirwa zvepamusoro zvepamhizha nemishandiro, chimwe chinhu chinosimbisa mabhizimusi ekuMadokero semakambani ekutanga mumafungiro evatengi.
Kana magetsi ekuMadokero achiedza kuwedzera chikamu chemari nekucheka mutengo, anokonzera kukwikwidzana kwaanoita kuti zvive nehupamhi muhutano hwevatengi. Uyezve, Western magetsi haagoni kubudirira kuchengetedza hurongwa hwemari hwepamusoro kudarika zvigadzirwa zveChina.
Chengetedza kuratidza kuvimbika mumisika itsva. Starbucks 'global brand inokosha uye kuchengetedza kutendeseka kwepachena inonyanya kukoshesa muStubucks' maitiro emarudzi ose. Bharistas muChina vakaita sevamiriri vemakambani kuti vabatsire kupinda muStartbucks tsika mumusika mutsva uye vimbise kuti maitiro epamusoro ekushandira kwevanhu nevatengesi zvinogadziriswa pane imwe neimwe itsva uye yakagadzirwa zvigare.
Starbucks 'kukwanisa kugadzirisa kushandura misika kunokudzwa nekubudirira uye kuenderera mberi kwekutsvakurudza kwemakethe. Kugadzira nekuchengetedza Starbucks brand yepasi rose hakurevi kuva nepasi rese kana kuti yunifomu zvepasi rese zvigadzirwa. Starbucks marketing strategy muChina yakavakirwa pamagadzirirwo ekupindura kune zvakasiyana siyana zvevatengi veChina.
Starbucks yakaita kuti vanhu vashandise zvakadzama kutarisa mapurojekiti anotsvaga zvakakwana kuti avashandure nemusika uye kuti vagadzire East inonakidza inosangana neWest product mix. Uyezve, kuedza kwekuona nzvimbo kunogadziriswa zvakakwana kuti zvibvumire dare rimwe nerimwe kuti rive nemafungiro ekusarudza kubva muhomwe huru yewaini.