Starbucks Kushandisa Kwokutengeserana Kunotsvaga Brand

Nzvimbo Yekutengesa Tsvakurudzo muMutambo Kutanga Kuongorora

Starbucks nyanzvi inoshandisa tsvakurudzo yemakambani kumashandi ekudhinda mharidzo uye kuramba uine ruzivo pamusoro pemanzwiro evatengi. Mabhizimisi mumakambani ekofi anowanikwa kune njodzi dzakawanda dzekunze , dzakawanda dzavasingazokwanisi kudzora kana kunyange kutora. Nhamba yekutyisidzira kunze ndeyekureba, kubva pavari vagari mumamiriro emamiriro ekunze kusvika kune kofi yakasvibiswa, uye Starbucks inofanira kukudziridza hurongwa hwekugadzirisa zvinhu zvose zviri mukati maro uye kunze kwemusika.

Kushambadzira Kwokutengeserana Kunobatsira sei Starbucks Business Strategy

Starbucks yave iri kambani inobudirira pamakumi emakumi emakore zvikuru nekuda kwemaitiro emabhizimisi ayo. Iko kambani inobatanidza mune zvose zvakasvibiswa uye zvakajeka kubatana. Kubatanidzwa kwakananga kunoonekwa mu Starbucks 'kushanduka kwezvinhu. Vertical integration inogona kuonekwa mune zvekuwana izvo zvinotsigira hutengesero nemabasa ebhizimisi.

Kutsvakurudza kwepamusika kwakakodzera kuchinja kwega kwega kugoverana kwebasa iro richava rakatarisana nevatengi kana richakwanisa kushandiswa nevatengi vanoona. Funga kuti Starbucks yakaita tsvakurudzo yekutsvaga pamakisi ekugadzirisa marisi mune zvigadzirwa zvekofi. Cherechedza zvakare kuti Starbucks inonyatsoteerera kutarisa hutano hwemagariro ehurumende kune vatengi vemagetsi pamwe nekunyunyuta kwevatengi. Starbucks inokurudzirawo mazano mazano kumakambani ayo pawebsite.

Kutsvakurudza kwepamusika kunogona kutora maitiro akasiyana-siyana uye kunogonawo kuitiswa pamigwagwa mikuru.

Nekutsvakurudza kwavo kwemashamba pamusoro pemiti inokonzerwa nevhu mune zvewaini, Starbucks akashandisa zvishoma nezvidzidzo izvi zvitatu zvekutsvakurudza:

1. Mitambo yemafungiro (iyo dairy "chinetso," vashandi vanoziva nezvehutano, utano hwakanaka)
2. Zvinhu zvakasikwa mumamiriro ekuchengetedzwa kwezvokudya (maruva emuamondi "chinetso")
3. Zvemagariro ezvehupfumi ( izwi-re-muromo , mazita vamiriri)

1. Mutengi wekutengesa kunyoresa
2. In-store chigadzirwa kuongorora

Pane mavhoti 84 000, mukaka wekoncoti ndiyo yechipiri-yakakumbirwa kukurudzirwa kuendeswa kuMyStarbucksIdea.com https://ideas.starbucks.com/ iyo iwebsite iyo vatengi vanopa mazano uye mazano pane zvakasiyana-siyana nyaya.

Starbucks vachiri vema-president we brewed espresso, Christine Barone, akaudza MarketWatch kuti,

"Kununura zvingasarudzwa nevatengi vedu nguva dzose zvinonyanya kukosha zvezuva rangu. Tine bharuni yezvimwe zvose zvatinobatana nepamusoro we espresso yedu uye mukaka uyu wekakhunta unotapira uye unopedza zvakakwana kofi. Ini pachedu ndinorida mu iced vanilla latte. "

Mubvunzo weChinhu chisina Dairy Market Research

Vashandi vanoziva nezvehutano uye vatengi vane mikana yakakosha yezvokudya, zvakadai semakemikari kusvika kumiti (mukaka wemarumondi) uye lactose kusagadzikana (mairi emichero), vari kuona migumisiro yekutaura zvavanoda kune Starbucks nedzimwe makambani ekumwa kabiji. Pasinei nemusika unotya pamusoro pemakumbo emiti, Peet's Coffee, a Starbucks anokwikwidza muCalifornia, anopa lattes nezvimwe zvinwiwa nemukaka wearmond. Mumakore akapfuura, chain yeKafan Bean & Tea Leaf yakapa vashandi vayo maarmond-konikoni mukaka semamwe mairi.

Starbucks akatanga kupa mukaka we soyya kumakambani muna 1997, uye mamwe makuru makuru emaketani emaketani anopa mukaka we soysi seimwe nzira yemukaka.

Mintel, kambani yekutsvakurudza yemusika, inoshuma kuti munguva yegore ra2013 kusvika muna 2013, kushambadzira kwakawanda kwemakaka emishonga emukaka uye dzimwe nzira dzekushaya nondairy zvakakura zvakanyanya 1.8 muzana kune $ 24.5 mabhiriyoni (Reuters). Munguva imwecheteyo yenguva, kutengesa mune imwe nzira yeukaka yakasimudza 33 kubva kune imwe inenge madhora 2 biliyoni, zvichiita kuti iwedzere chikwata-chinokura mukati mechizikiti chekakai uye nondairy alternatives boka 9 (Reuters).

Starbucks nguva dzose anoedza zvigadzirwa muzvitoro. Muna 2014, Starbucks akaedza kushandiswa kwemukaka wekakhunta sechinhu chisina mairi chinokonzerwa nemukaka nemukaka muzvigadzirwa zvemaoko. Tsvakurudzo yemusika yakaitwa munzvimbo dzeSolbucks dziri kuCleveland, Los Angeles, uye Oregon.

Migumisiro yekutsvakiswa kwemusika kwaive yakakwana yekuita kuti Starbucks isarudze kokonati mukaka panzvimbo yehuni yemakondomu sechinoshandiswa kune zvigadzirwa zvekudya zvechikafu mune zvewaini.

Kufungisisa Kwemagariro

Iyo mhizha yemarumondi haifaniri kufara neSolbucks 'sarudzo yekonikiti yekaka pamusoro pemamanda emuarumondi, asi mvura inopera-yakaoma kuCalifornia vagari vangaona sarudzo iyi sechisarudzo chekutarisana nemamiriro ezvinhu. Sangano reAmerica rinokwana madhora mabhiriyoni gumi nemazana mana richakanganiswa nekusarudzwa ne Starbucks, asi kusipo kwemahomwe akawedzerwa, zvimwe mvura inenge ichichengetwa kubva pakudiridza izvo zvisingazove zviripo zvinogara zvichinyanyisa miti yeminda yemaruva.

Izvo zvinoda mvura ndezvishoma kune miti yekokonti pane yeamondi yemiti kana minda ye soya. Asi izvi hazvirevi kuti miti yekokoni inotora kupesana. Kunyange zvazvo kushandiswa kwezvakatipoteredza kwekakhuconiti miti yekurimisa kuri nyore, kunetseka pamusoro pevarimi vekonokonati vaduku kwakavapo. Izvo zvinoda mari yekodonati yakawedzera 10 kubva pagore kubva pagore kubva muna 2013, asi kukohwa kwawedzera kaviri chete.

Starbucks inoshuma kuti mukaka wekakhunta wavanoshandisa uchava "vegan yakavimbiswa uye yakagadzirwa kubva kune imwe chete yekonikiti" yakakura muIndonesian chitsuwa che Sumatra. IAsia nePacc Coconut Community inoshuma kuti mumwe wevashanu vePhilippines anotora mararamiro avo kuburikidza nedzimwe nzvimbo dzekambani yekoncoti. Maererano neUnited Nations Food and Agriculture Organization (FOA), miti yekononti muIndia, Indonesia, neThailand iri kuchembera uye ichangobva kusimuka kubudisa zvikwereti zvinotengeswa. Vatsigiri vezvakatipoteredza vane hanya kuti mapurazi maduku achasimbiswa uye kugadzirwa kuchawedzerwa. Starbucks yakashanda zvakanyatsogadziriswa nokuda kwebhinzi rakagadzirwa nemafuta. Zvichida Starbucks Coffee Company ichashandawo kutsigira kurarama kwekwenyika shoma, yakasununguka yekodhikisi yekodhi.

_Sources:

_{Baertlein, L. (2014, September 9). Starbucks inoedza dairy alternative. Business Report. Reuters .}

_{Hamblin, J. (2014, August 28). Rutima rwemaarumondi rinoshandisa. The Atlantic.}

_{Williams, T. (2015, February 5). Starbucks iri kupa vanhu zvavanoda - mukaka wekodonati. MarketWatch .}