Nhoroondo, Maonero uye Maitiro e Starbucks Vatangi Vanoufurira Nhasi
Vanhu vazhinji vanoshamisika kuona kuti nyanzvi yekutumirwa kwe Starbucks haina chokuita nefivha. Asi ndeyekuti Starbucks inoona basa rayo rakakura kudarika zvinwiwa zvaro iyo ketani iri kuramba ichiwedzera uye ichibudirira uye inoita mhando yepamusoro yevabereki ve Starbucks inowanikwa munyika yose. The Starbucks Mission Statement ndechekuti:
"Basa redu: kukurudzira nekurera mweya wemunhu - munhu mumwe chete, imwe kapu uye imwe nzvimbo pane imwe nguva."
Kuti azadzise basa iri, Starbucks ine mitemo mitanhatu iyo iri "hutano hwehutano" inotungamirira vashandi vayo mukuita kwavo zvisarudzo zuva rimwe nerimwe.
Howard Schultz Haasi Mutezi Akangwara we Starbucks!
Howard Schultz ndiye mutungamiri wezvinoshambadzira zvekutengeserana uye zvinoenderana nemuchina we Starbucks uyo vanhu vazhinji vanofungidzira kuti ndiye muvambi we Starbucks. Ichokwadi, kunyange zvakadaro, yaiva https://www.thebalance.com/starbucks-use-of-market-research-propels-the-brand-2297155 Jerry Baldwin, Zev Siegl naGordon Bowker vakazarura hombe yekhofi yekutanga yainzi Starbucks muSeattle, Washington muna 1971. Ikutanga Starbucks yakangotengesa kohwu nemafesi emakayi, kwete zviyo zvakagadzirirwa kana zvokudya sezvinoitwa neStobucks nhasi.
Howard Schultz akabhadharwa kuva Mutungamiriri weDetail Operations muna 1982, uye akavimbisa vatsigiri kuti vatange dare raimwa doro muna 1984.
Schultz akapedzisira atenga kambani yeS Starbucks kubva kuvatangi muna 1987, uye anorumbidzwa nokuva nheyo ye Starbucks coffeehouse pfungwa uye kuumba kukosha kwekambani ye Starbucks , kwete nekutangira kambani Starbucks.
Zvizhinji zvezvinobatanidzwa nhasi ne Starbucks brand, zvigadzirwa, maitirwo, uye ruzivo rwevatengi zvakasikwa naWoward Schultz.
Sezvo achiri iye mutungamiriri mukuru wezvino, anokwanisa kupa chikwereti nokuda kwekufambisa basa re Starbucks, maonero, uye maitiro - kana kuvabvumidza.
Upenyu Hwokutanga Nhoroondo Yakafuridzirwa Howard Schultz Mukugadzwa kwe Starbucks
Howard Schultz akaberekwa muna 1953 uye akakurira kuNew York. Pazera remakore matatu, mhuri yake yakatamira kuBayview Housing Projects, iyo yakanga isiri nzvimbo ine utsinye kana inotyisa kuve panguva iyoyo. Kunyange zvakadaro, hapana - kusanganisira Howard - aive akazvikudza nekugara muPurojekiti, apo vanhu vakuru vakatumidzwa se "vashandi vanoshanda."
Kunyange zvakadaro, Schultz anorumbidza kuberekwa kwake mumapurojekiti sechipo chikuru pane zvaanoreva se "zvakanaka-balance balance system". Akanga akapoteredzwa nekusiyana-siyana uye akadzidza nzira yekugadzirisa hukama hwakanaka nevanhu kubva kumarudzi akasiyana-siyana.
Maitiro ehutungamiri aSchultz ehutano akaonekwa achiri muduku apo akaronga mitambo yep-moment-ye-baseball nebhasikiti nevana vomunharaunda dzemarudzi ose netsika. "Hapana akatombotitaurira nezvekusiyana-siyana; isu takararama," akadaro Schultz mubhuku rake "Kutsanura Mwoyo Wako Mariri.
Schultz anorondedzerawo mubhuku iroro kuti kukwanisa kwake kuita zvivako zveStobucks zvinonzwa sechinyatsogadzikana uye zvisingabatsiri "kupukunyuka" kwakauya kubva muhupenyu hwake hwehuduku mukushandisa pfungwa dzake "kutiza" Mirairo.
Asi chii chakabatsira Schultz kunyanya kupukunyuka dambudziko re "vashandi vaishanda" aiva mano ake chaiwo emitambo uye kukwikwidzana motokari.
Schulz akasimbisa simba rake pamitambo kubudirira uye akawana nzira yake yekubuda mumapurogiramu ane bhodhi yebhazi kuNorthern Michigan University. Nenguva iyo, gore rimwechete iro Schultz akatanga kupinda kwunivhesiti, Starbucks yakanga ichigadzirirwa zviuru zvemakiromita kure.
Howard akavaka maitiro akaoma emabasa mumakore ake okutanga, achishanda mumagariro ezvokutanga emabasa emahofisi. Basa rake rokutanga raiva nzira yemapepa pazera remakore gumi nemaviri, Akazoshanda pachinguva chekudya, pane furrier muManhattan vaipfeka zvipfeko zvemhuka, uye mune futi ye sweatshop yakagadzirirwa firati yekugadzira.
Chinangwa chikuru cheHoward paakanga achikura ndiye amai vake, avo vakamupa kuvimba kwekutora njodzi, kutevera kurota kwake, nekuita zvinhu zvikuru.
Mubhuku rake rinonzi Schultz anoti:
"Akandikurudzira kuti ndizvidzivirire, kuzviisa mumamiriro ezvinhu akanga asinganzwisisiki, kuitira kuti ndidzidze kukurira dambudziko.Handizivi kuti wakauya sei kune zivo iyoyo nokuti haana kurarama nemitemo iyo. iye akatida kuti tibudirire. "
Kwete kuti akamuka pamusoro pemamiriro ezvinhu ehuduku hwake, Schultz anozivikanwa zvikuru nekuzvipira kwake kwekutarisira kune vose vatengi vake nevashandi vake nenzira dzakakosha. Maonero ake pamusoro pemari uye mibairo anoratidza chido chake chekusasika vashandi ve Starbucks avo vasingazove chikamu che "vanoita varombo," muchokwadi kana nekuona.
Schultz akakurumidza kutora chikamu chake "kuzvininipisa" pamitemo yake yebhizimisi. Tichifunga nezvemakore emakore ake okutanga, zviri nyore kuona kuti sei mazwi akadai "anokurudzira," "kurera," uye "vavakidzani" vakawana nzira yavo mukutumira mishumo yekutumwa kwe Starbucks.
Achikwira pamusoro pematambudziko ake, Schultz anoziva chinhu kana zviviri pamusoro pekubatana ne "mweya wevanhu," uye zviri nyore kuona kuti nei zvakakosha kuita icho chinotarirwa mumishinari ye Starbucks nevatengi varo nevashandi.