Starbucks
Páginas: 2 (365 palabras)
Publicado: 17 de octubre de 2011
Estrategia Starbucks
N o v e mb e r/ D e c e mb e r 20 0 5
BEST PRACTICES
House of Starbucks
ment, books, literature, newspapers and music has always been part of that. We’ve alwaysplayed music in the store. We would have music playing overhead and people would want to know what it was. Then they’d want to know where they could buy it, or if they could buy it from us. Welooked at how our customers love music. They enjoy it and say they listen to it frequently. But they don’t buy it that much anymore. It’s hard for them to find a place to buy music and they’re excitedabout being able to do so at a place where they go so frequently. It’s also a place that helps them discover new music. There are not a lot of people there who are suggesting or recommending anew CD, song or artist. It’s one of the things that our customers enjoy about the experience as well. They trust the company—they know we’re not out promoting the latest movie on our cup. As webring forward new ideas it’s not because someone paid us to be in the store. We have an editorial voice and a notion of who our customer is and things that they might like to discover. It all fitswith the broad relationship we have with the customer, with what people enjoy doing in a coffee house and the whole ambience and entertainment aspect of our stores and the environment. ➜
Whatbusiness is Starbucks really in? A favorite saying we have around here is, “we’re not in the coffee business, serving people; we’re in the people business, serving coffee.” Coffee is who we areand what we do, and the quality obsession around finding and then roasting and delivering to a customer the best cup of coffee possible is at the core of who we are. Inextricably linked with that isthe way in which that’s done, which revolves around the interaction customers have with people—the employees who are in the store—and what the whole environment is about. It’s very much...
N o v e mb e r/ D e c e mb e r 20 0 5
BEST PRACTICES
House of Starbucks
ment, books, literature, newspapers and music has always been part of that. We’ve alwaysplayed music in the store. We would have music playing overhead and people would want to know what it was. Then they’d want to know where they could buy it, or if they could buy it from us. Welooked at how our customers love music. They enjoy it and say they listen to it frequently. But they don’t buy it that much anymore. It’s hard for them to find a place to buy music and they’re excitedabout being able to do so at a place where they go so frequently. It’s also a place that helps them discover new music. There are not a lot of people there who are suggesting or recommending anew CD, song or artist. It’s one of the things that our customers enjoy about the experience as well. They trust the company—they know we’re not out promoting the latest movie on our cup. As webring forward new ideas it’s not because someone paid us to be in the store. We have an editorial voice and a notion of who our customer is and things that they might like to discover. It all fitswith the broad relationship we have with the customer, with what people enjoy doing in a coffee house and the whole ambience and entertainment aspect of our stores and the environment. ➜
Whatbusiness is Starbucks really in? A favorite saying we have around here is, “we’re not in the coffee business, serving people; we’re in the people business, serving coffee.” Coffee is who we areand what we do, and the quality obsession around finding and then roasting and delivering to a customer the best cup of coffee possible is at the core of who we are. Inextricably linked with that isthe way in which that’s done, which revolves around the interaction customers have with people—the employees who are in the store—and what the whole environment is about. It’s very much...
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