About the culture of Starbucks. And the features of the product!

Starbucks is the name of an American coffee chain company, founded in 1971, is the world's largest coffee chain, its headquarters is located in Seattle, Washington, USA. In addition to coffee, Starbucks also offers tea, pies and cakes. Starbucks has nearly 12,000 stores in North America, South America, Europe, the Middle East and the Pacific.

In March 2012, two Starbucks desserts in the United States were exposed to using cochineal as a colorant, which experts said may cause asthma allergies. In April 2012, Starbucks said it would discontinue the colorant.

Diversify products without compromising brand image.

Coffee is an ancient consumer product. Starbucks, on the other hand, offers a differentiated, long-lasting, high-value-added brand that doesn't use the usual means: overwhelming advertising and campaigns.

As a fast-moving consumer goods company, Starbucks has spent less than 1% of its sales on advertising in the past few years, and has become one of the top 100 global brands based on such advertising.

Starbucks products are not marketed to all coffee drinkers, and word of mouth is more effective than advertising. "Branding is a lifelong business. Brands live in the interactions between our employees and customers who come to their doors.

Schultz's requirements for new products, such as ice cream, are to "strengthen the core values of the original brand and expand the emotional connection between the customer and the core values of the brand." ”

Starbucks has a simple way to measure new products: customer reviews. Because they can feel the relationship between the new product or service and the Starbucks brand, for example, customers don't approve of the inconsistency between the taste of coffee and ice cream.

1. Corporate culture is an important factor that has supported Starbucks' development from a humble coffee retail store to a giant in the coffee industry. Corporate culture, as the soul of an enterprise, plays an extraordinary role in its daily operation. There are three aspects at the core of Starbucks' corporate culture:

1. First, create a new experiential cultural atmosphere. At the time, this was a major innovation, as Starbucks was able to create a "third place" between home and office for coffee life, allowing customers to swim as much as possible.

2. Second, the cultural orientation of self-worth realization. Starbucks has always adhered to the attitude of treating employees as partners, so it only advertises "live". And let customers see that a company treats employees so well, and naturally has more trust and admiration for the company.

3. Third, the cultural pursuit of innovation. Raw materials are the first step in determining whether a product is good or not, and when Schultz discovered Starbucks, he was attracted to its high-quality coffee beans. Now, Starbucks has established a base around the world that specializes in providing coffee beans for Starbucks to ensure the quality of coffee.

2. A very important reason for Starbucks is that in the interest pyramid of the traditional business model, the top is the shareholders, among which are the customers, and the bottom of the pyramid is the employees. However, the traditional business model of putting shareholders first is wrong, and Starbucks believes that our employees are our most important asset, then our customers, and then our shareholders.

3. Starbucks was founded in 1985 and is headquartered in Seattle, Washington. The company procures, roasts, and sells high-quality whole bean coffee, as well as on-site brewed coffee, espresso, iced coffee, a variety of complementary foods, selected teas, and coffee-related accessories and equipment through the company's retail stores. Starbucks also sells coffee and tea products and licenses its products through a variety of means, including authorized retail stores.

In addition, Starbucks also produces and sells a variety of ready-to-drink beverages through equity investment and brand licensing.

Hello Dear Kiss, I'm glad to answer for you, and the answer is: Hello Dear Kiss, Starbucks' value proposition is to provide a "third place" for fun, that is, a center of activity in addition to home and work; Starbucks is an experience provider and category leader with one of the most iconic brands in the world. Starbucks builds its brand with a special emphasis on its cultural taste.

One of its value propositions is that Starbucks** isn't coffee, it's people's experience with coffee. It is similar to the tea ceremony and tea art of the Orientals. The value appeal of tea ceremony and tea art is not to quench thirst, but to obtain a unique cultural experience.

Starbucks' success lies in the creation it creates"The Way of Coffee", let people with status drink"Coffee with a good heart"。The name Starbucks comes from the American writer Melville's ** "Moby Dick", an extremely calm and charismatic first mate. His hobby is coffee.

Melville has a high status in the history of American and world literature, but Melville does not have many readers, mainly well-educated people with high cultural taste, and it is impossible for people without a certain cultural education to read the book "Moby Dick" and know Starbucks. The name of Starbucks Coffee is implicitly hidden in its positioning as a customer - it is not an ordinary public style, but a group of people with a certain social status, a high income, and a certain lifestyle of life.

The corporate culture of Starbucks is a service-oriented company.

Because Starbucks' main business is to provide coffee and provide a comfortable environment for customers, focusing on customer experience and service quality, the corporate culture also emphasizes that employees should be friendly and attentive.

In addition, Starbucks also emphasizes the quality of life of its employees, providing flexible working hours and training opportunities so that employees can fully develop and be satisfied at work.

Extended content service-oriented corporate culture is a service-centered corporate culture, aiming to provide a good service experience and service quality to make customers satisfied.

Compared with other types of corporate culture, service-oriented corporate culture focuses on employee training, employee motivation and customer experience, and is a people-oriented and customer-centric corporate culture.

Under the guidance of the service-oriented culture, many Gongsui Shansi have continuously improved customer satisfaction and service quality, and won the reputation and trust of consumers.