Starbucks's Culture and Core competence

Starbucks is a familiar name for coffee drinkers. In 1971, Starbucks opened its first coffee bean and spice monopoly in Seattle, USA. Now Starbucks has more than 10,000 stores around the world. There must be something deeper behind Starbucks' success, such as corporate culture, such as core values. Starbucks shares rose about 4%, according to USA Today, and quarterly results on Thursday showed an increase in Starbucks sales.

What is Starbucks' corporate culture and core competence?

Any successful company has its own success factors, everything comes naturally, success is not accidental. Since it is successful, it must have its success factors, unique culture and core competitiveness.

(1) experience culture. Starbucks' products are not only coffee, but also transmit a unique style culture to customers through coffee carriers. To a large extent, coffee tasting is to form a good cultural atmosphere, let customers feel the store design, accompanied by music and lighting, taste a cup of coffee. Starbucks has positioned its customers as ordinary white-collar consumers, enjoying a leisure experience while drinking coffee. E-commerce has replaced part of the store sales service, while the traditional store trend is experience.

(2) take every customer seriously.

Customer-centered, seriously treat every customer, integrity text, with customer trust and good reputation, products can be better and better, customer demand point, customer demand is the direction of product development and improvement, with demand, make coffee based on demand, make coffee according to customer preference and taste, in order to win more customers. Once read a book, a product produced by an enterprise is ultimately purchased by consumers. Whether the product is good or not is not decided by the seller, nor is it decided by the production department, but any product by the consumer. Treat every customer seriously, let the products and consumers establish mutual trust and friendship, the products are recognized by consumers, the enterprise will find the right direction.

(3) Starbucks actively uses digital technology.

Starbucks has launched mobile ordering and mobile payment in the UK, where customers can click to order or pay with only one mobile wireless device. Starbucks hopes that wireless services can improve the average customer access experience time. Starbucks brick-and-mortar stores also provide wireless charging services for mobile phones. The British market is one of the most competitive markets for coffee. In addition to e-commerce system, it also follows mobile digital technology. Use technology to expand channels and win more customers through such digital services.

(4) Partnership and employee career development.

At Starbucks, partners are seen as a cultural element. Starbucks open training platform and training for all employees, the principle of personnel selection is to put customers first, excellent learning ability and the ability to influence others. Starbucks offers a free study program for nearly 150000 employees through its employee college program, through which Starbucks employees can earn a bachelor's degree, offer two-year postgraduate courses, and expand their partnership to a four-year undergraduate online program.

(5) remuneration and benefits of employees.

In addition to good career development, Starbucks provides good benefits to its employees, and every Starbucks employee can enjoy the company's stock, including temporary employees who work part-time at Starbucks. In addition to national insurance, the company also takes out supplementary medical insurance and accident insurance for all employees, including part-time employees in stores, as well as Starbucks fund plans.

As early as five years ago, Starbucks signed a cooperation agreement with Danish and Swedish dairy multinationals to enter the European coffee market. We all know that French coffee is famous in the world. Once some relatives returned home to taste French coffee. The taste of French coffee has its own characteristics. In order to open up the European market, Starbucks has established multinational corporations in Denmark, Germany, France and other European countries. After more than ten years of development in Europe, Starbucks financial reports show that Starbucks' revenue and profits mainly come from the North American market. Starbucks has turned its attention to Asia and accelerated its expansion in the Asian market.

Source: first Financial News