I-Starbucks Ukusetyenziswa koPhando lweeNkcazo kufakazela iBrithani

Isikhundla soPhando lweMarike kwiMveliso yokuHlahla uHlolo

I-Starbucks iqeshe ngobuchule uphando lweemarike ekuthengiseni imilayezo yokuthengisa kwaye uhlale unolwazi malunga nemvakalelo yabathengi. Amashishini kwikhompyutha yekhofi ahlaselwa yingozi enkulu yangaphandle , ininzi apho abangakwazi ukulawula okanye nokuba nefuthe. Uluhlu lwesongelo lwangaphandle lude, luvela kwi-vagaries kwimozulu ukuya kwikhofi enomileyo, kunye ne- Starbucks kufuneka iphuhlise isicwangciso esilungileyo sokujongana nokusingqongileyo lwangaphakathi kunye nemeko yemarike yangaphandle.

Uphando lweMarike lusekela njani iSicwangciso seShishini seSpecks

I-Starbucks ibe yinkampani ephumelelayo kwiminyaka emininzi ngenxa yeendlela zayo zoshishino lwe stellar. Inkampani ibandakanyeka kokubili ukuhlanganiswa okucwangcisiweyo kunye nokuxhomekeka. Ukuhlanganiswa okuhambayo kubonakala kwi-Starbucks yokuveliswa kwemveliso. Ukuhlanganiswa okufanayo kubonakala kwizinto ezifunyenweyo ezixhasa ukhenketho lokubonelela kunye nemisebenzi yezoshishino.

Uphando lwentengiso lufanelekile utshintsho ngalunye ekuhlanganisweni kwemisebenzi eya kuba ngabajongene namakhasimende okanye kuya kuba nefuthe kwiinkonzo zamakhasimende kumava. Cinga ukuba i- Starbucks iye yaqhuba uphando lweemarike kubambele abatywala kwizandla zaso. Qaphela kwakhona ukuba i- Starbucks ilumkele kakhulu ukubeka iliso kwiinkonzo zentlalo yoluntu kumxhasi womthengi kunye nezikhalazo zamakhasimende. I-Starbucks iphinda icela iingcebiso zabaxhasi kwiwebhusayithi yayo.

Uphando lweemakethe lunokuthatha iifom ezininzi ezahlukeneyo kwaye lunokuqhutyelwa kwiindlela ezinkulu.

Ngophando lwabo lweemarike malunga nabafakeli bemveliso yobisi kwiinkozo zekhofi, i-Starbucks iqeshwe ubuncinane kwezi zintathu zendlela zophando zemakethe:

1. Inkqubo yenkcubeko (yobisi "ingxaki," abathengi abazibuza impilo, i-nut allergies)
2. Izinto zokusingqongileyo ekulawuleni ukuthengiswa kwempahla (isityalo se-alimondi "ingxaki")
3. Ukulinda kweendaba ezentlalo ( igama-ngomlomo , abameli bentengiso)

1. Ukulandelela okukhethwa ngabaThengi (amazwana abasebenzisi bewebhu)
2. Ukuvavanywa kwemveliso esekweni

Ngamavoti angama-84,000, ubisi lwekakhukhunji luphuculo lwesibini olucelwa ukuba lubekwe kwi-MyStarbucksIdea.com https://ideas.starbucks.com/ leyo yiwebhusayithi apho abathengi banikezela ngcamango kunye neengcebiso kwiintlobo ezahlukeneyo zezihloko.

I-Starbucks, umongameli we-espresso, u-Christine Barone, utshele i-MarketWatch ukuba,

"Ukukhulula ukhetho olukhethwa ngabathengi bethu luhlala lugxininisa kum suku. Sinalo ibha ephakamileyo nayiphi na into esiyibelana ngayo ne-espresso yethu esemgangathweni kwaye ubisi lwekakhukhunathi luhamba kakuhle kwaye luzalisa ngokupheleleyo ikhofi. Ndiyayithanda ngokuthandayo kwi-vanced latte. "

Umbuzo woPhando lweMveliso engeMveliso weeMveliso

Abathengi abaziphethe ngempilo kunye nabathengi abaneemfuno ezizodwa zokutya, ezifana neengxube zentambo (ubisi lwe-almond) kunye nokungahambisani ne-lactose (iimveliso zobisi), zibona iziphumo zokuvakalisa ukukhetha kwabo kwi-Starbucks kunye nezinye iinkampani zokusela zekhofi. Nangona kuthengiswa kweemarike malunga ne-nut, i-Peet's Coffee, i-Starbucks i-rival eCalifornia, inikeza i-lattes kunye nezinye iziyobisi kunye nobisi lwe-almond. Ngethuba lonyaka odlulileyo, iChean Bean & Tea Leaf chain yanikezela abathengi bayo i-almond-coconut ubisi njengenye indlela yobisi.

I-Starbucks kuqala inikezela ubisi be-soy kubathengi ngo-1997, kunye nezinye iinkozo ezinkulu zekhofi zinika ubisi lwe-soy njengenye indlela yobisi.

I-Mintel, inkampani yocwaningo lweemarike, ingxelo yokuba ngexesha lokusukela ngo-2011 ukuya ku-2013, ukuthengiswa jikelele kweemveliso zobisi zobisi kunye nezinye iindlela zokuncedisa i-nondairy zakhula i-1.8% ukuya kwii-24.5 zamaRandi (i-Reuters). Ngethuba elifanayo lexesha, ukuthengisa kwimiba yobisi ekhethiweyo kwakusuka kuma-33 eepesenti ukuya kuma-dollar ayi-2 yezigidigidi, okwenza kube yiklasi elikhulayo ngokukhawuleza kwimveliso yobisi yobisi kunye ne-nondairy enye yeqela 9 (i-Reuters).

I-Starbucks ihlola iimveliso rhoqo kwiivenkile. Ngomnyaka we-2014, i-Starbucks yavavanya ukusebenzisa ubisi lwekakhukhu njengendlela engeyiyo yobisi kwi-milk and cream kwi-brand's-crafted drinks. Uphando lweemarike lwenziwa kwiivenkile ze-Starbucks eziseCleveland, eLos Angeles naseOregon.

Iziphumo zophando lweemarike zanele ngokwaneleyo ukuba zenze i-Starbucks ukhethe ubisi lwekakhukhunta esikhundleni sokuba ubisi lwe-alimondi ibe yinto engafanelekanga kwimveliso yobisi yezolimo.

Ukuqwalaselwa kwendalo

Icandelo le-almond aliyi kuvuyela ukhetho lwe-Starbucks lobisi lwekakhukhunathi ngaphezu kobisi lwe-almond, kodwa abahlali baseCalifornia abadiniweyo bayakwazi ukujonga isigqibo njengesigqibo esinokusingqongileyo. I-11 billion yezigidi ze-almond ezikhulayo zoshishino ziya kulahlwa yinto yokubanjwa yi-Starbucks, kodwa engekhoyo emakethe eyongeziweyo, ubuncinci amanzi aza kugcinwa ekunkcenkcesheleni okungaqinisekiyo ukuba kubekho iindawo zokulima ezithengayo.

Imfuno yamanzi ingaphantsi kwemithi yekhenkco kunokuba imithi ye-almond okanye amasimi ama-soybean. Kodwa oko akuthethi ukuba imithi yekakhukhunathi ithola ipasiti yamahhala. Nangona igalelo lokusingqongileyo lokucola umthi kakhukhunathi lucacile, ukukhathazeka malunga neefama ezincinci zekakhukhunathi ziye zavela. Imfuneko yemveliso yekokcoti iye yanda iipesenti ezili-10 ngonyaka ukususela ngo-2013, kodwa ukuveliswa kuye kwanda kuphela iipesenti ezi-2.

I-Starbucks ibika ukuba ubisi bekakhukhunathi abasebenzisayo buya kuba "vegan eqinisekisiwe kwaye yenziwe kwiikonkco zodwa" ezikhulile kwisiqithi sase-Indonesian saseSumatra. Iingxelo ze-Community Coconut zaseAsia nasePacific zithi iFilippines enye inesihlanu ifumana iindawo eziphilayo kwiinkampani zekhononti. Ngokutsho kweManyano yeziNko zoLimo kunye nezoLimo (i-FOA), imithi yekakhukhunta e-India, e-Indonesia naseThailand iguga kwaye iza kuphelelwa ukuyeka ukuvelisa kumazinga athengisayo. Iingqongileyo zixhalaba ukuba iifama ezincinci ziya kuhlanganiswa kwaye imveliso iya kuqiniswa. I-Starbucks isebenze ngokukodwa malunga neebhontshisi zekhofi. Mhlawumbi i-Starbucks Coffee Company iya kuphinda isebenze ekuxhaseni ukusinda kwe-coconut ye-coconut yehlabathi elincinane.

_Imithombo:

_{IBaertlein, uL. (2014, Septemba 9). I-Starbucks iimvavanyo zobisi ezihlukile. Ingxelo Yoshishino. Reuters .}

_{Hamblin, J. (2014, Agasti 28). Uluhlu olumnyama lwe-almonds. IAtlantiki.}

_{Williams, T. (2015, Februwari 5). I-Starbucks inika abantu into abayifunayo - ubisi lwekakhukhunathi. MarketWatch .}