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Report

发布时间：2005年11月5日 00:50

The Report of Business Strategy

Starbucks is a large coffee company in the world. It has been in china for about 6 years. Last Saturday, May 28, 2005, I interviewed the executive of Starbucks.

I was well prepared before the interview, but the questions I selected were wasted. One of the rules of the corporation is to refuse any interview. I really knew it. That is the business secrets. So I bought a cup of coffee and then asked for the interview.

I made it. The executive accepted it, but it would be just a talk without any business secrets. I couldn’t record the talk by mp3 as her wish. However, I still get some useful knowledge.

1. What’s the most important principle the staff must follow?------Keeping the business secrets

As what I said just now, the executive emphasized secrets again and again. She was such a smart woman that she didn’t say a word about the company’s strategy. All the staff of Starbucks neither talk nor speculate the business activity in the future. They are not indifferent of their work; on the contrary, they are very loyalty. I think the commercial secrets are not only Starbucks’ basis but also all the corporations’ lives.

2. What is the advantage of Starbucks?------Its name------Starbucks

The staff is very proud of their company’s name. Starbucks is a brand, and even stands for good quality. “The customers may never have the coffee, but when they are eager to go out for coffee, they to Starbucks.” said the executive.

3. What’s the spirit of Starbucks?------Its culture

From Beijing to Shanghai, even to Taiwan, the local cultures are very distinct, but still, you can find Starbucks, which are likewise highly praised. Why?

1^st Starbucks get into the local culture, and become a part of them. For example, most of its chain-shops employ the local workers and use the local resource.

2^nd at the same time, Starbucks get out of the local culture, say, it keeps its own culture------cozy places for the white-collars and other high-paid officers.

4. Big company, small strategy and big profits.

Starbucks are large chain-cafes. Chain strategy is a simple but practical plot. That is a way proved insured. The intense competitions don’t beat it, but feed it. It brings it more and more profits.

5. The last question, where’s it potential?------Service

The executive is confidant of their service, but she still thought their service should be better. No best, but better. It suggests the Starbucks’ attitude towards the work.

What we can learn from Starbucks is so much, because our own business is far behind it and we have to adopt the experiences and to analyze them.

At the end of the interview, she sent me a word “The most important point is not how well you are educated, but whether you do it heart and soul.” I get a lot from it. Do you?