Análisis de las decisiones estratégicas y táctico operativas en Starbucks

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GDÇCAYAY @H CGY @HIAYAODHY HYP\GPÁJAIGY Q PÇIPAIO OVH\GPAUGY HD YPG\LXIKY

Prglgno Ead `h Jrg`o prhshdtg`o por Dgriaso Mgiígs Mgrtídhz, sahd`o hc tutor Gdtodao \uíz Namádhz `hc masmo.

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@. Gdtodao \uíz Namádhz

@. Dgriaso Mgiígs Mgrtídhz

Yhvaccg. Nudao `h Hiodomíg Eadgdiahrg y @arhiiaùd `h Ophrgiaodhs Ç\HG @H IODOIAMAHDPO> Orjgdazgiaùd `h Hmprhsgs \HYXMHD> Bh hstu`ag`o hd hsth trglgno cgs `hiasaodhs tçitaio ophrgtavgs `h Ytgrluiks gsí iomo ud gdçcasas `h cg `arhiiaùd `h ophrgiaodhs hd cgs `astadtgs çrhgs `h cg hmprhsg rhehra`o tgdto gc lahd iomo gc shrvaiao oerhia`o gc iodsuma`or. Iomahdzo iod udg nustaeaigiaùd h adtro`uiiaùd `hc porquh cg hchiiaùd `h hsth thmg y `h hstg hmprhsg. Vosthraormhdth pgrg podhr gc chitor hd satugiaùd solrh hc çmlato y cos oríjhdhs `h cg hmprhsg bgjo udg lrhvh adtro`uiiaùd `hc adaiao y hvocuiaùd `h Ytgrluiks g co cgrjo `h cos g÷os. Hd cos sajuahdths igpítucos yg hdtro hd hc gdçcasas `h cg hmprhsg> hmpahzo hc `ash÷o y gd`g`urg hstrgtájaig g trgvás `h `headar cg masaùd, vasaùd y hstrgthjag `h cg iompg÷íg g`hmçs `h ud gdçcasas @GEO quh dos phrmath phrialar hc eod`o y iugca`g`hs `h cg iompg÷íg. Vrosajo iod cgs `hiasaodhs rhcgiaodg`gs iod hc `ash÷o y proihso hd Ytgrluiks, hd `od`h `od`h dos ihdtrgmos hd cg addovgiaùd addovgiaùd y cgdzgmahdto `h duhvos lahdhs. Gsí iomo hd cg mhnorg y `hsgrrocco `h shrvaiaos quh rhpgrtamos hd hc pgquhth `h shrvaiaos. Mçs tgr`h glor`o thmgs amportgdtísamos pgrg cgs hmprhsgs g `íg `h boy iomo sod cg mhnorg iodtadug hd cg igca`g` `h sus lahdhs y pro`uitos iomo hd hc iodtroc quh sh rhgcazg y vhraeaigiaùd `h quh sh iumpchd cos hstçd`grhs `h igca`g`.

Jrg`o hd Eadgdzgs y Iodtglaca`g`/Purasmo Egiuctg` `h Purasmo y Eadgdzgs ’ Xdavhrsa`g` `h Yhvaccg

Gsamasmo hxpodjo hd igrgithrístaigs igrgithrístaigs sh lgsg lgsg Ytgrluiks pgrg cg cg coigcazgiaùd coigcazgiaùd `h ig`g udo `h sus coigchs. @hspuás `hsiralo hc rhiorra`o quh sh pro`uih `hs`h quh sh rhiojh hc jrgdo `h igeá bgstg quh sh sarvh udg tgzg hd iugcquahr igehthríg `hc mud`o. Vgrg eadgcazgr muhstro iomo Ytgrluiks sh advocuirg hd gyu`gr y bgihr `h hsth mud`o ud cujgr mhnor tgdto iod cgs phrsodgs iomo iod hc mh`ao gmlahdth `hs`h sus pocítaigs `h rhspodsglaca`g` soiagc iorporgtavg. iorporgt avg. Vor þctamo, bh rhgcazg`o udg tglcg quh mostrgsh hc gcigdih quh bg a`o g`quarahd`o Ytgrluiks g co cgrjo `h cos g÷os.

VGCGL\GY ICGUH> @arhiiaùd `h ophrgiaodhs; @hiasaodhs hstrgtájaigs; \hspodsglaca`g` soiagc; @ash÷o `hc sulsasthmg `h ophrgiaodhs; Igca`g`.

- cos icahdths iod sus sujhrhdiags; hc hquapo `h advhstajgiaùd y `hsgrrocco (A+@) bgiahd`o hstu`aos `h iompodhdths dhihsgraos pgrg posthraormhdth hehitugr mhzicgs quh `gd cujgr g ud duhvo pro`uito; cos iomphta`orhs iod sus gitugiaodhs; cos vhd`h`orhs quh pgcpgd cg rhgca`g` `hc mhrig`o y `hthitgd dhihsa`g`hs o prhehrhdiags; cos provhh`orhs y cg propag `arhiiaùd `h cg hmprhsg. Vhro sad dadjudg `u`g, y `hla`o g cg vadiucgiaùd iod hc mhrig`o quh `hlh hxastar hd hstg egsh, hc `hpgrtgmhdto `h mgrkhtadj `hshmph÷g ud pgphc hshdiagc, sujarahd`o duhvos shrvaiaos, lusigd`o duhvos eoios `h icahdths pothdiagchs y rhgcazgd`o promoiaodhs hd cos coigchs pgrg cg `hjustgiaùd `h hsos duhvos pro`uitos. Yh hvgcþg, hd `headatavg, cg gihptgiaùd `h cos pro`uitos por cos iodsuma`orhs, duhvos mhrig`os h adicuso, sa hs dhihsgrao, igmlaos hd cg orjgdazgiaùd hmprhsgragc (Mood, Q.; Wuhcib, N. ehlrhro,

 Eudiaùd g rhgcazgr.  Iosths  Iosths `hc shrvaiao.  Igca`g`  Igca`g` `hc shrvaiao  Ampgito gmlahdtgc. Giihsalaca`g`. Giihsalaca`g`.  Pahmpo hd cg rhgcazgiaùd `hc shrvaiao. Dhihsa`g` `h rhiapahdth pgrg cos pro`uitos `h gpoyo.

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Yad `hngr `h ud cg`o cos pudtos gdthraormhdth iatg`os, to`os hccos dhihsgraos pgrg quh cchjuh ud shrvaiao g su prhstgiaùd rhgc, hc iodihpto `h irhgiaùd `h shrvaiaos sajdaeaig hd rhgca`g` irhgr ud pgquhth `h shrvaiao quh iumpcg cgs hxphitgtavgs `hc iodsuma`or.

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PEJ-EAIO. Gdçcasas `h cgs `hiasaodhs hstrgtájaigs y tçitaio ophrgtavo hd Ytgrluiks

Hc tármado pgquhth `h shrvaiaos sh `headh iomo ” gquhc iodnudto `h lahdhs y shrvaiaos quh sh proporiaodgd hd ud ud gmlahdth o hdtordo `hthrmadg`o”. `hthrmadg`o”.  G iodtadugiaùd rhcgiaodgrhmos pgquhth `h shrvaiaos shrvaiaos proporiaodg`o proporiaodg`o por Ytgrluiks> -Adstgcgiaodhs `h gpoyo> sod cos rhiursos eísaios iod cos quh sh `hlh iodtgr pgrg quh hc shrvaiao puh`g shr oerhia`o. g) tahd`g> cos coigchs tahdhd quh shr gmpcaos pgrg cg iocoigiaùd `h saccodhs y quh hc icahdth puh`g hstgr iùmo`o y shdtarsh hd ud gmlahdth hspgiaoso. l) mgquadgrag> ig`g ig`g tahd`g poshh poshh ud sasthmg hsphiagc hsphiagc `h eactrgiaùd `h gjug. gjug. i) Hd iodnudto, ig`g tahd`g hstç iua`g`osgmhdth iua`g`osgmhdth `ash÷g`g `ash÷g`g pgrg rhsgctgr cg igca`g` igca`g` `h to`gs cgs iosgs quh cos icahdths margd, hsiuibgd, buhchd o pruhlgd. Ytgrluiks mgdtahdh su amgjhd erhsig utacazgd`o pùsthrs iocora`os, iod iug`ros h baco musaigc. Ytgrluiks podh gthdiaùd g to`o co quh ro`hg g cos icahdths iomo hc hstaco `h cgs saccgs, cg thxturg `hc paso, hti. -Vro`uitos `h gpoyo> hs hc mgthragc iomprg`o o iodsuma`o por hc iomprg`or. Hd udg tahd`g Ytgrluiks hstos pro`uitos `h gpoyo, g`hmçs `hc propao igeá, tás, hti… po`hmos hdiodtrgr `astadtos grtíiucos `h mhribgd`asadj quh oerhihd> giihsoraos iod su cojotapo iomo tgzg, mocadaccos, eactros, rhiapahdths y otros grtíiucos. -Yhrvaiaos hxpcíiatos> sod cos lhdheaiaos quh sod rçpa`gmhdth olshrvglchs por cos shdta`os y quh sh iompodhd `h cos rgsjos hshdiagchs h adtrídshios `hc shrvaiao. Iomo yg bhmos `aibo `aibo gdthraormhdth, gdthraormhdth, ud egitor amportgdth amportgdth pgrg cojrgr quh quh Ytgrluiks shg udg hmprhsg iod áxato hs su iodtadug addovgiaùd hd sus pro`uitos y hquapo, adtro`uiahd`o gsí duhvgs lhla`gs iomo hc ergpuiiado , mokgs `h sglorhs, hti. Hc igeá y hc gromg quh `hsprhd`h `hs`h hc momhdto quh hc `hphd`ahdth iomahdzg iod su mgdapucgiaùd mgdapucgiaùd bgstg bgstg hc þctamo sorlo `h cg tgzg, `hlh iodthdhr iodthdhr ud mhdsgnh sulcamadgc `h sgtasegiiaùd, quh sh vhg rhechng`o hd cg igrg, hd hc gsphito `h trgdquaca`g` trgdquaca` g` y sosahjo `h ud icahdth, irhçd`osh gsí ud shdtamahdto shdtamahdt o `h chgctg` g cg mgrig. Hc pro`uito do socgmhdth hs hs hc igeá, sado co co quh cg iompg÷íg iompg÷íg `hdomadg –cg hxphrahdiag Ytgrluiks”, hs `hiar, hd ig`g tahd`g sh phrialh ud hdtordo gtrgitavo, hchjgdth, hdraquhih`or, hdraquhih`or, iùmo`o, quh th advatg g pgsgr g tomgr ud igeá. -Yhrvaiaos ampcíiatos> sod ampcíiatos> sod cos lhdheaiaos psaiocùjaios quh hc icahdth puh`h phrialar muy vgjgmhdth o cos rgsjos hxtrídshios `hc shrvaiao. Mþsaig, iod vocumhd hd jhdhrgc jhdhrgc phrehito pgrg cg iodvhrsgiaùd, iodvhrsgiaùd, quh adthdtg adthdtg hvoigr hd hc, icahdth `aehrhdths thmporg`gs, thmporg`gs, y gsí hdraquhihr hdraquhihr g cg mgrig iod ud ud ampgito `h adthrás vasugc y shdsatavo. G`hmçs, hxasthd shrvaiaos iomo> waea jrgtas, mþsaig, igtçcojos hd cídhg, pgjo iod tgrnhtg, t grnhtg, htiáthrg. Cg campahzg hs pgrth eud`gmhdtgc `h cg tahd`g y hs ud egitor quh sh iodtrocg iodstgdthmhdth. Ig`g tahd`g hstç phdsg`g iod cos mçs gctos hstçd`grhs `h igca`g` iod cg eadgca`g` quh quh hc icahdth sh sahdtg sahdtg iompcgia`o. iompcgia`o. Hd iodicusaùd, Ytgrluiks do hs egmoso sùco por su igeá `h igca`g`, da por su rçpa`g hxpgdsaùd g davhc mud`agc, sado por oerhihr ud –thrihr cujgr”, hs `hiar, ud cujgr hd `od`h cos icahdths puh`gd tomgrsh ud tahmpo `h `hsigdso `aserutgd`o `h udg luhdg -7:-

Mgiígs Mgrtídhz, Dgriaso

tgzg `h igeá. Hs por hso quh hd Ytgrluiks sh tomg hd iuhdtg iugcquahr `htgcch, por mídamo quh ásth shg, rhechnçd`oco hd su chmg –to`o amportg”. @hs`h quh cos icahdths hdtrgd g Ytgrluiks sh eormgd udg amprhsaùd, yg quh cg rhputgiaùd `h cg mgrig y cg igca`g` `hc igeá sod `os gsphitos eud`gmhdtgchs pgrg cg hmprhsg. Yhjþd, @ígz Gctgmargdo, @.y Cgrg \o`ríjuhz, D. ( hd cgs tahd`gs Ytgrluiks, cg jhdth sh tomg ud `hsigdso `h iadio o `ahz madutos pgrg gchngrsh `h su rutadg `agrag. • Lahd y shrvaiao `aspodalch pgrg iugcquahr phrsodg> hd Ytgrluiks, sh puh`h vhr to`o tapo `h phrsodgs, `hs`h ud pocaiíg bgstg ud hnhiutavo pa`ahd`o hc masmo tapo `h igeá. Gmlos hstçd `aserutgd`o ud igeá `h igca`g`. • Xd cujgr pgrg rhcgngrsh y `hsiodhitgr> cgs tahd`gs oerhihd ud momhdto sachdiaoso pgrg mh`atgr y phdsgr. Cos hmpchg`os `h Ytgrluiks sod gmajglchs. Xdg vasatg g Ytgrluiks puh`h shr ud phquh÷o hsigph `urgdth hc `íg `hla`o g quh Ytgrluiks hs ud cujgr pgrg tomgr t omgr –garh”. • Hstglchihr rhcgiaodhs> Ytgrluiks hs ud cujgr soiagc `hla`o g quh cg jhdth sh rhþdh g ibgrcgr sgtasegiahd`o gsí ud –shdtamahdto soiagc” Vosthraormhdth vgmos g hxgmadgr cg jrgd amportgdiag quh ch otorjg cg iompg÷íg hstg`ouda`hdsh hstg`ouda`hdsh g to`o co quh hdvuhcvh cg igca`g`, tgdto `hc shrvaiao iomo `hc lahd, gsí gs í iomo sus bhrrgmahdtgs pgrg hc iodtroc y mh`aiaùd `h cg igca`g` Bhrdçd`hz Ehrdçd`hz, Ehrdçd`hz, H.E. (Dovahmlrh `hc