Ukuzibophezela Kwengxowankulu yeS Starbucks kwiNkonzo yeMakhasimende eBenzi
Isicwangciso sokuqeqeshwa kwesitolo esivaliweyo esivela kwi-Starbucks siya kuthathwa njengento ebonisa ukuzinikela okukhulu kwiinkonzo zamakhasimende kumsebenzi phantsi kweyiphi na imeko. Kodwa ngoFebruwari 2008 phakathi kwe-Great Recession Retail sales, kwakuyiqhinga elingaxakaliyo eligxeka kakhulu.
Ngomyinge wabasebenzi abangama-20 kwisitoreji ngasinye, indleko kwi-Starbucks yayiyindoda engama-426,000 amawaka angamawaka, ngaphezulu kwama-3 wezigidi kumvuzo kunye neeyure eziyi-21,300 zeengeniso zabathengi abalahlekileyo ngexesha. Yilokho ukuzinikela kwenkonzo yabathengi yangempela kubonakala ngathi. Kwiminyaka kamva, sinezinto eziphathekayo zokunceda ukuba sihlolisise ukuba ngaba i-Starbucks yoqeqesho lokuvala iseshishini lokuvalwa kwentsuku ehlawulwa ngokwenene.
Kungekudala emva kwaloo suku loqeqesho lovalo oluvaliweyo lwe-system, i-Starbucks ivaliwe ngokusisigxina malunga ne-900 yeevenkile zayo, ezibeka ixabiso lentsebenzo yalo yoqhagamshelwano kunye neNkonzo enkulu yeMthengi enkulu = Ukulingana kwamakhasimende okuthembeka.
Oku kubangele imboni yokuthengisa yonke indawo ukuba ibuze ...
Ukunyaniseka kwabaThengi kuthintela njani ukuthengisa
Ngaba ukwaneliseka kwabathengi kuqhuba ukuthengisa? Ingaba amava enkonzo ephakamileyo angakwazi ukudala isiseko sabathengi abathembekileyo? Ngaba ukunyaniseka kwabaxhasi kuyinto ebonakalayo okanye ingumzekelo oshiywayo xa ixabiso elizayo okanye elizayo elizayo lithatha ingqalelo kumthengi?
Emva kokubukela abathengi batshintsha utshintsho lwamaphethini abo ekuthengeni kwi-Repeal Great of 2008 kunye no-2009, le mibuzo ayilula kumboniso we-US yokuthengisa ukuphendula nangeminyaka kamva.
Ukugqithiswa kwamaketanga okuthengisa abathengi abathembekileyo njenge-Starbucks, i-Nordstrom, kunye ne-Whole Foods bamangaliswa ukuba bafumanise ukuba ngaba abathengi balahlile ukunyaniseka kwabo kwintengiso ngokuncinci, okanye ukunyaniseka kwabo kwakungekho okwenene okanye inzulu. Ukunyaniseka kwabaThengi kwaba yinto emininzi yemicimbi yokuthengisa yokuthengisa abathengiswayo ukuba bahlaziywe.
Xa abathengi bengasayi kukhishwa i-coffee premium-cost, iingubo kunye nemifuno, ngaba kukho nayiphi na inhlanganisela yamacandelo eenkonzo zamakhasimende kunye noqeqesho oluya kunceda utyanelo oluthengiswayo oluxhomekeke kubathengi bamakhasimende abathembekileyo ukuba babuyisele umlingo wokunyaniseka kwabaxhasi?
Ngokukhawuleza emva kohlobo lokuqeqeshwa kwevenkile elivaliweyo elivaliweyo, ndandifumana ndimi kumgca we-Starbucks (nangona i-shortbucks one) kwaye ukujonga kwam intsebenziswano kwamakhasimende omnye kwiphendule le mibuzo eninzi kunzima kumthengi.
Umzekelo woBulungiseleli boMthengi
Njengoko umthengi wangaphambi kwam phambi komgca wokulayela, i-Starbucks barista yathi ngoko nangoko, "Sawubona!
Kwangekho ixesha elide lingaboniyo! "Umama wamaThengi waya kwingcaciso ende malunga nokuba wayephi. Intombazana yaseBarista yayingummangalisa, iqhutywe, kwaye yaphulaphula ngokuzithoba inkcazo eninzi kakhulu yeNkampani kaMthengi. Xa uMninimzi womThengi wathatha umoya, intombazana yaseBarista yathi, "Ngaba usenza loo lattes ende?" Umama weThengi wathi, "Ewe!
Intombazana yaseBarista yahamba yenze i-latte ende, kunye noMama wamaThengi wathi kumhlobo wakhe, "Andiyi kukholwa ukuba uyayikhumbula loo nto. Andizange ndilapha NGONKE! "Oku kwalandelwa iinkcukacha ezininzi malunga nemisebenzi yakhe yakutshanje, eyabangela umngane wakhe ukuba amomothe, aze agxininise, aze alalele ngokuthobeka.
Kutheni iNkonzo yabathengi ibaluleke gqitha
Omnye usibambile isizathu sokuba umzuzu wenkonzo yomthengi onjengale nto ibaluleke kakhulu kwishishini lokuthengisa ngenxa yempembelelo eyenza kuwo wonke umntu ngaphakathi kwinqanaba lokujonga.
Umfazi weThengi wahlaziywa. Umhlobo kaMthengi Lady wahlaziywa. Ndandichukumisekile. Kwaye abantu abangama-23 abangayi kuphinda bave ukubaliswa kwenkonzo ye-Starbucks yomnxeba kwi-Chatty Customer Customer baya kuhlaziywa.
Naliphi na umsebenzi kuyo nayiphi na indawo yokuthengisa ingafumana indlela yokubeka umnxeba kumsebenzi wabo kwaye wenze impembelelo entle kubaxumi. Umbuzo abaninzi abaphathi beevenkile babuza "Ndingabakhuthaza njani abasebenzi bam ukuba bafune ukwenza impembelelo emihle?"
Kuthathe iiyure ezingama-21 000 kunye needola eziligidi zeedola kwi-Starbucks ukubonisa kubasebenzi bayo ukuba kwakunzima malunga namava kumakhasimende e-Starbucks. Ukuba umthengi endawujonga kwi-Starbucks loo mini iphindwe kabini nangomhla kwi-22,000 Starbucks igcina ihlabathi namhlanje, ngoko andicinga ukuba inkampani kufuneka izisole nenye iminithi okanye enye ipensenti yokuchitha umzamo owenziwe ngo-2008.
Kwiminyaka kamva, njengoko ndihlaziye le nqaku ngelixa ndisehleli kwindawo ehlukile ye-Starbucks, ndacinga ukuba ndibone i-Starbucks barista ekwabelana ngeyona ndlela ephakamileyo ezintlanu kunye nomthengi kwi-rejista yemali. Andikwazi ukuba yintoni na loo mthengi umzuzu, kodwa ndiyazi ukuba abathengi abaphezulu abaqhelekanga batshintshwe kwiivenkile zokutya zokuthengisa. Ndiyazi kwakhona ukuba i-Starbucks baristas ngokusobala ifumana ixabiso lentengo yenkonzo yabathengi nabanokulibaleka.
I-Starbucks Akakaze Yayifumane Ngayo Ikhofi
Abathengi bahlale beyazi apho bangayifumana khona indebe encinci yekhofi. Kodwa i-Starbucks ayizange ibe yinto nje ngekhofi ininzi lwabathengi bayo. Kuthe malunga namava azungeze indebe yekhofi. I-Starbucks i-branded experience inikezela i-Starbucks brand brand efanelekileyo yokuthengisa ngokuphindwe kabini ubukhulu beetyhuna zehlabathi lonke kwiminyaka esixhenxe nje emva kohlobo lwalo loqeqesho oluvakalayo. Umsebenzi weenkonzo zabathengi uphumelele.
Zonke iinkcukacha zokuthengisa zineendawo ezifanelekileyo zokuthengisa abathengi abazichonga ngokwenza izinto zokuziphatha eziphathekayo. Aba ababona abathengi ukuba i-Starbucks okanye nayiphi na inkampani yokuthengisa kufuneka igxininise xa isebenzela ukwakha ukunyaniseka kwabaxhasi. Kunoko, kwixesha lomthengi onikwe amandla, ngaphezu kwanini na i-Starbucks (kunye nayo yonke indawo yokuthengisa kunye nevenkile yokutyela) kufuneka iqhubeke nokuya kuba ngubani ukuba iqinisekise ukuba iphinda iphindwe abathengi ukuba ukuthembeka kwabo kufakwe kakuhle.
Kwiindawo ezinzima kakhulu zokuthengisa, ukuba abathengisi bakhetha ukudala inzuzo ngokunciphisa iindleko, kwaye kwinkqubo, banqume ubuntu babo, ubunikazi babo, intliziyo yabo, kunye nemigaqo yabo, ngoko umbuzo ohlukeneyo ngokunyaniseka uphakanyisiwe ... Ngubani na oyeka?
I-Starbucks iqhubekile ukuba ibe yiyo naphezu kwemiqobo
Okwangoku, nangona yonke inselele ekuthengiseni i-coffeehouse niche, imboni yokutya, kunye noqoqosho ngokubanzi, i-Starbucks iye yaqhubeka ibe yi-Starbucks. Kwaye abathengi behlabathi lonke baye bafakazela ukuba i-Starbuckishness ye-Starbucks isengxenye ebalulekileyo yosuku lwabo. Kwimi, leyo yinkalo enkulu yempumelelo kunokuba inani leefronta kwiphina ibhalansi yekota nganye.
Ixabiso lokudala amava aphezulu kumakhasimende afunyanwanga kuphela kwiimitha zamatriki ezifutshane. Kukwabaluleka kumgangatho wendalo yakho kunye nesiseko esiqinileyo esinika ukwakha ubudlelwane bamakhasimende obude. Ngokukhumbula ukuba, abathengisi baya kuhlala bethembekile kwintsimi yabo, nto leyo into enyanisekileyo abathengi bayayiqonda kwaye bayayixabisa.
Abathengi beFickle beza bahambe. Iimpawu ezininzi ezihlala zihlala kunye nabathengisi abanamdla bayaziqonda kwaye zakha ukunyaniseka ngokugcina ithemba labathengi abayinyani ngokwenene eluhlaza. Abo ngabo bathengi abafanelwe ukulungiswa komthengisi. Kwaye ezo zihlobo zobudlelwane bamakhasimende ezifanelekile ukuvala iivenkile.