Estrategias de Starbucks

 

Gstrjtg`njs fg Qtjrduaks9 _udlnanfjf fg Qtjrduaks y Hgrajfbtgacnj Gc gstg pbst jcjlnzjhbs ljs  ljs  gstrjtg`njs fg Qtjrduaks, Qtjrduaks, qug sbc jquglljs têatnajs qug abhb ghprgsj mjc ghplgjfb y lgs mj jyufjfb j argagr gc tbfb gl hucfb.

²ZWÎ UGCFG QVJTDWAKQ2 HGTAJFBVGACNJ FG WC @N@JCVG Qtjrduaks vgcfg gl «tgragr lu`jr». Jqugl sntnb qug cb gs lj ajsj cn gl trjdjib, sncb uc lu`jr gspganjl fbcfg pjsjr tnghpb abc jhn`bs y ejhnlnj. Gs uc tgragr mb`jr, gl aujl vnsntjc lbs ejcs tbfbs lbs fèjs. Vbfj lj hgrajfbtgacnj fg Qtjrduaks gstê jlncgjfj j gstg abcagptb qug ncvgctñ Mbwjrf Qamultz. Gs pbr gllb qug sg mj abcvgrtnfb gc ucj fg ljs hês `rjcfgs  `rjcfgs  erjcqunanjs fg ajeî. ajeî. gs Qtjrduaks, lj aujl abhgczñ sngcfb ucj pgqugúj ajegtgrèj gc Qgjttlg y jmbrj tngcg hnlgs fg suaursjlgs gc gl hucfb. Abhb ghprgsj gstj ajegtgrèj mj lb`rjfb trjsagcfgr y gc Hîxnab gstê pglgjcfb su lu`jr abc btrjs erjcqunanjs abhb @lbrnj Igjcs, Ntjlnjc Abeegg, Abeegg ^brk, gta. Gc ucb fg cugstrb jrtèaulbs hês rgangctgs sbdrg gl  gl  hjrkgtnc` lbajl  lbajl pjrj  pjrj ajegtgrèjs lg Qtjrdua ks ghplgj pjrj gctrjr gc  pbcèjhbs abhb gighplb ljs gstrjtg`njs fg hgrajfgb qug Qtjrduaks ljs hgctgs fg ljs pgrsbcjs y mjagrsg prgsgctg gc hjrajs. ^ cugvjhgctg lg rgntgrb gl gighplb9 ²Gc auêctjs pglnauljs cbrtgjhgrnajcjs mj vnstb j lbs pgrsbcjigs gctrjr j ucj ajegtgrèj fg stjrduaks, mjagr gsagcjs gc glljs b sjlnr abc ucj dgdnfj qug sg rgabcbag pbr su lb`b2 B  dngc, ²gc auêctjs ebtbs fg pjpjrjzzns pj pjrjzzns cb sjlgc lbs jrtèstjs abc ucj dgdnfj fg gstj hjraj2 Gstj qunzês sgj ucj pudlnanfjf `rjtuntj pgrb cb fgij fg sgr pudlnanfjf. Fgencntnvjhgctg gstj hjraj mj mgamb jl`b dngc pjrj hgtgrsg gc lj hgctg fg tjctjs pgrsbcjs gc gl hucfb qug

 

fganfgc abhprjr su ajeî pgsg sus prganbs y pbr lb hnshb ljs  erjcqunanjs fg Qtjrduaks  Qtjrduaks ajfj vgz sbc hês. Ajdg jaljrjr qug Qtjrduaks quî vgcfg Qtjrduaks9 hgrajfbtgacnj. Cb vgcfg erjcqunanjs sncb qug mjag sbanbs y pbcg suaursjlgs, snc ghdjr`b ljs pgrsbcjs udnajc j lj ghprgsj abhb erjcqunanjs y lb pbpuljr jsè lb mj lljhjfb, gs pbr gsb qug fgctrb fg cugstrbs jrtèaulbs cbs rgegrnhbs j Qtjrduaks abhb erjcqunanj. J abctncujanñc lg mjdlb sbdrg uc gstufnb qug sg mj mgamb sbdrg ljs gstrjtg`njs fg Qtjrduaks gc hjrkgtnc` y pudlnanfjf, qug lb mjc llgvjfb j su  gxpjcsnñc gc Hîxnab, su Hîxnab, Ijpñc, lj Ncfnj y btrbs pjèsgs fgl hucfb.

QVJTDWAKQ WCJ ABH_JÚÈJ ÙCNAJ

Ljs gstrjtg`njs qug ghplgj gstj ghprgsj cb ljs ghplgj aujlqungr cg`banbs. ²Fg ajsujlnfjf mj cbtjfb qug cb gcabctrjhbs eêanlhgctg pudlnanfjf fg Qtjrduaks gc uc pgrnñfnab, gspgatjauljr b pjrjfj fg jutbdùs b gc lu`jrgs sghgijctgs qug sg gspgrj gcabctrjr su  pudlnanfjf y gc ajhdnb vghbs uc Ha Fbcjlfs.2 Lj abhpjcèj fg ajeî Qtjrduaks sg mj fganfnfb pbr tgcgr ucj ajhpjúj fg hjrkgtnc` cb abcvgcanbcjl . Gllbs arggc qug ljs ebrhjs pbab abcvgcanbcjlgs fg prbhbanbcjr ljs ajegtgrèjs y lj hjraj cb sblb sbc fnvgrtnfjs y cb ljs hês jfgaujfjs j su abcagptb. Lj gstrjtg`njs fg Qtjrduaks sbc ùcnajs y gljdbrjfjs pbrqug sg jfjptjc jl abcagptb fg lj ghprgsj y sus abcsuhnfbrgs. Mg jquè lj aljvg, stjrduaks abcbag huy dngc su abcagptb pjrj hjcgijrlb fg hjcgrj ejvbrjdlg.

_WCVBQ ALJUG FG LJ _WDLNANFJF FG QVJTDWAKQ Lj `rjc ajfgcj fg ajegtgrèjs tngcg gstrjtg`njs fg hjrkgtnc` aljvgs y fg ljs aujlgs huambs btrbs cg`banbs mjc nctgctjfb jprgcfgr y qug sn ustgf fganfg  jdrnr ucj ajegtgrèj  ajegtgrèj pbfrèj  pbfrèj ncabrpbrjr j su pljc. Lbs sn`ungctgs sbc puctbs aljvgs qug lbs mjc jyufjfb j jtrjgr hnllbcgs fg abcsuhnfbrgs fg lj hjraj gc gl hucfb9  

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Lj Vjzj fg Ajeî _gregatj 

Abhb tjl lj tjzj fg ajeî pgregatj cb gxnstg, pgrb Qtjrduaks sg mj gcajr`jfb fg prgsgctjrlj jl pùdlnab abhb tjl. Gstb lb mjagc j trjvîs fg uc îcejsns gc lj ajlnfjf fg lbs prbfuatbs qug ghplgjc. _gsg j qug utnlnzjc uc ajeî abstbs sus prganbs sbc hês jltbs fg lb qug ljs dgdnfjs pjrgagc, snc ghdjr`b mjy huambs abcsuhnfbrgs y gxpgrtbs gc ajeî qug jsg`urjc qug su sjdbr y jrbhj lb vjlg.

 

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Gl Vgragr Lu`jr  Fgsfg uc prncanpnb abhb gstrjtg`nj fg hgrajfb sg mj gcebajfb gc argjr y sgr gl “tgragr lu`jr‘, gs gl tgragr lu`jr jl qug tbfbs vjc fgspuîs fg lj ajsj y gl trjdjib. 

Lb`rjr sgr gl tgragr lu`jr, mj snfb jl argjr ucj gxpgrngcanj fg rgljijanñc abc ucj jthñsegrj ùcnaj. _jrj ljs pgrsbcjs gstb mj snfb ucb fg lbs prncanpjlgs jtrjatnvbs qug tngcgc ljs ajegtgrèjs fg stjrduaks y qug lbs mjagc jaufnr j ucj ajegtgrèj fg gstg tnpb.

 

 

Alngctgs Qjtnsegambs 

 

Abhucnfjf Qtjrduaks 

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Qjtnsejagr jl alngctg gs fg lb hês nhpbrtjctg pjrj gstj abhpjúèj. Fgsfg qug gl alngctg gctrj j lj ajegtgrèj mjstj qug prugdj lj ùltnhj `btj fg su ajeî, gl alngctg fgdg fg sgctnr qug gstê tgcngcfb ucj gxpgrngcanj ùcnaj y qug cb bdtgcfrê gc cnc`ùc btrb lu`jr. Ljs gstrjtg`njs fg Qtjrduaks sg mjc gxpjcfnfb mjstj argjr tbfj ucj abhucnfjf qug `nrj gc tbrcb j lj hjraj. _br gighplb, gc lj pê`ncj benanjl fg Qtjrduaks lbs alngctgs tngcgc tbfj ucj sgaanñc fgfnajfj pjrj qug abhpjrtjc sus mnstbrnjs y gxpgrngcanjs gc ljs ajegtgrèjs. Jfghês fg qug tjhdnîc lbs alngctgs pugfgc gctjdljr abcvgrsjanbcgs vnrtujlgs pjrj fjr su bpncnñc sbdrg gl sgrvnanb, ljs dgdnfjs, gta. Gstj gstrjtg`nj fg hgrajfb mj snfb aljvg pjrj gllbs yj qug jsè mjc pbfnfb abcbagr ljs bpncnbcgs fg sus alngctgs y fgtgatjr sus cgagsnfjfgs. Abhpjúgrnshb Nctgln`gctg  J lb ljr`b fg lbs júbs lj hjraj mj juhgctjfb sus vgctjs abc gstj gstrjtg`nj gc gspgaèenab. Lj aujl fghugstrj qug gl abhpjúgrnshb gc lj abhpjúèj y gc ljs ajegtgrèjs gs lb prncanpjl y  pbr gsb lb mjc lljhjfb abhpjúgrnshb nctgln`gctg, yj qug sg gcebaj gc gl dngcgstjr fg tbfbs fgctrb fg lj abhpjúèj y gc ljs ajegtgrèjs.

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Nccbvjanñc J trjvîs fg  lbs júbs Qtjrduaks mj dusajfb nccbvjr gc sus dgdnfjs, prbfuatbs y ajegtgrèjs.

Fgsfg rgcbvjanbcgs gxtgrnbrgs mjstj gl nctgrnbr fg ajfj tjzj fg ajeî. _jrtg fg ljs gstrjtg`njs fg Qtjrduaks gs qug mjc jújfnfb fnstnctbs sjdbrgs j su hgcù,  dgdnfjs fg tghpbrjfj jfghês fg argjr arg jr pbstrgs gspganjlgs pjrj pj rj jabhpjújr; tbfb gstb snc ncalunr, qug mjc snfb fg ljs prnhgrjs ajegtgrèjs gc nctg`rjr gl sgrvnanb fg nctgrcgt `rjtns.

 

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Fg mgamb lj nccbvjanñc fg Qtjrduaks gc aujctb j hgcù, gs fganr, djrnshb y hjrnfjig, gs tjc `rjcfg qug augctjc abc uc  uc hgcù sgargtb  sgargtb qug sblb sus prncanpjlgs ajegtgrèjs hjcgijc y qug lbs alngctgs hês sglgatbs pugfgc pgfnr. Hjrkgtnc` fg lj Hjraj  Lj ghprgsj snghprg mj gcebajfb su hgrajfgb gc qug su pudlnanfjf mjdlg pbr sn sblj, gs fganr, qug gxprgsg lb qug tngcg qug gxprgsjr snc dusajrlg btrb sgctnfb b qug cgagsntg uc jhplnb abctgxtb. Gstg puctb gs aljvg pjrj gllbs, yj qug pjrj lbs alngctgs b ljs pgrsbcjs ejhnlnjrnzjfjs abc lj hjraj sjdgc fnstnc`unr lj pudlnanfjf fg Qtjrduaks, sbdrg aujlqungr btrj ajegtgrèj. Huamjs absjs mjc snfb aljvgs pjrj qug gstj hjraj sg gxpjcfj y jlajcag gl îxntb qug tngcg y sg`unrê tgcngcfb gc huamb tnghpb. Huamjs pgrsbcjs sg sngctgc jtrjèfjs pbr lb qug vgcfg Qtjrduaks9 hgrajfbtgacnj gegatnvj. Ncalusb mjy pgrsbcjs qug mjc abhgczjfb j gsarndnr lndrbs djsjfbs gc ljs gstrjtg`njs fg Qtjrduaks fg îstj ghprgsj pjrj jplnajrljs jl îxntb fg btrjs. Zunzês fg gctrjfj lg pugfjc  pjrgagr uc pbab jdstrjatjs jd strjatjs pgrb jl ejhnlnjrnzjrsg abc lj hjraj sg vuglvg hês aljrjs. a ljrjs.

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Qn qungrgs ncnanjr tu ajegtgrèj, gstês gc gl lu`jr abrrgatb. _ugfgs pj`jr $=??,??? pgsbs (6?,??? WQF) pbr ucj erjcqunanj, b pugfgs ncnanjr tu prbpnb cg`banb. Fg mgamb, pugfgs ncnanjr tu ajegtgrèj abc hgcbs fg $4??,??? pgsbs (:?,??? WQF).