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星巴克case study
从一开始，星巴克旨在成为一个与众不同的公司。它不仅拥有著名的咖啡文化和丰富的传统配方，还能使人与人之间产生一种联系感(Starbucks, 2010)。星巴克的董事长、总裁兼首席执行官Howard Schultz有一种将意大利传统咖啡馆引进美国的远见。星巴克咖啡馆是一个谈话的场所也是一个充满社会意识的地方。公司拥有一套专有的价值观和指导原则，这些甚至与他们的股权和所销售的产品一样重要(Bryant, 2010)。
“激发并培养人的精神——逐一从一个人、一个杯子、一个邻近的人开始” (Starbucks Corporation, 2010)。
2010年10月，Schultz在《纽约时报》的采访中表示：在星巴克成为他生命的一部分之前，他写了一个备忘录提醒自己的使命。而如今的星巴克已经成为了一种文化、价值观和指导原则的模板(The Corner Office, 2010)。
这些原则为如今星巴克需要完成的日常使命打下了基础。星巴克咖啡的质量一直都是并永远都是最好的(Mission Statement, 2010)。我们的合作伙伴——我们就叫彼此合作伙伴，因为这不仅仅是一份工作，还有我们的激情。
From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection – human connection (Starbucks, 2010). Howard Schultz, chairman, president and CEO of Starbucks, had a vision to bring the Italian coffeehouse tradition back to the United States. A place for conversation and a sense of community. A company that had a set of values and guiding principles that were as important as the equity of the brand or the product they are selling (Bryant, 2010).
“to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time” (Starbucks Corporation, 2010).
In October, 2010, Schultz did an interview with The New York Times, and commented that he remembered writing a memo before Starbucks became a part of his world that has become kind of the template for the culture and values and guiding principles Starbucks today (The Corner Office, 2010).
These principles are the foundation of how Starbucks lives there mission statement everyday. Starbucks Coffee - It has always been, and will always be, about quality (Mission Statement, 2010). Our Partners - We’re called partners, because it’s not just a job, it’s our passion. Together, we embrace diversity to create a place where each of us can be ourselves. Our Customers - When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers. Our Stores - When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. Our Neighborhood - Every store is part of a community. We can be a force for positive action – bringing together our partners, customers, and the community to contribute every day. Our Shareholders - We know that as we deliver in each of these areas, we enjoy the kind of success that rewards our shareholders (Starbucks, 2010).
Starbucks states that they are fully accountable to get each of these principles right so that Starbucks – and everyone it touches – can endure and thrive (Starbucks Corporation, 2010).
Starbucks Customers
Starbucks strategy has been to position itself as an upscale brand and differentiate its offerings as being not just coffee products, but rather a rich “experience.” This Starbucks “experience” has been the company’s selling point (Indews Broadcast, 2010). The company initially targeted young college students, social classes, and neighborhoods that would be most receptive to the idea of buying a cup of coffee and spending time with friends at their stores. With rapid growth and expansion, Starbucks target market expanded rapidly to include every individual of every age. The company targeted small towns, rural communities, ethnic neighborhoods, highway rest stops, and even markets already saturated with various coffee shops (“Starbucks Corp: Long-Term Growth Goal Raised To 30,000 Stores World-Wide”). What began as a niche target market eventually came to include consumers from all facets of life (Starbucks Target Market, 2010).
Starbucks and their shareholders
Whether you're a new Starbucks shareholder, potential shareholder, or have been with Starbucks since their Initial Public Offering in 1992, they are committed to providing their shareholders with helpful investor information (Investor Relations, 2009). A Beneficial Shareholder holds their shares through a brokerage firm and will receive account statements, Annual Reports and proxies directly from their stockbroker and should address administrative matters with their stockbroker (Dividends & Splits Investor Relations Starbucks Coffe, 2009).
Starbucks offers a Direct Stock Purchase and Sale Program (Buy Direct Plan) administered by their transfer agent, Bank of New York Mellon Shareowner Services. The Buy Direct Plan offers stockholders the ability to: Purchase initial shares of Starbucks common stock or make subsequent purchases directly from BNY Mellon, reinvest all or part of your Starbucks cash dividends to purchase additional stock, direct deposit cash dividends, safe-keep stock certificates, and sell stock and pay lower fees than those generally charged by stockbrokers for small transactions (Dividends & Splits Investor Relations Starbucks Coffe, 2009).
Future of Starbucks
In October 2010, Schultz made a statement that, tens of thousands of Starbucks partners (Starbucks employees are called ‘partners’) will take a survey about the current quality of the partner experience ( (Founder of Starbucks returns to try to pit it back on track, 2008) Melody, 2010). The feedback will be used to shape the future of Starbucks Schultz also commented that as Starbucks goes forward, the number one commitment is to reaffirm their commitment to their partners and reinvent the partner experience at Starbucks. (Melody, 2010). |
