Taking a Look at Starbucks Coffee

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Starbucks coffee is a well-known around100 years ago. in the 1970s , three Americans to turn it into a coffee shop signs to promote the spirit of America`s coffee, and since then, Starbucks coffee growing to recently the worldwide fascinating companries. Starbucks coffee using a unique way to make coffee, refresh resources, high quality coffee beans,environmental products and the different foods provided. As it able to keep a long-lasting, high value-added brands, strong culture backgroud, those all the facors to keep the companries enhance marketing position. Starbucks' success as it excellent quality coffee, home feel environment, freedom style, In the Starbucks coffee shop,the emphasis is no longer the coffee,but the culture and knowledge.Starbucks culture is actually around two themes efforts and knowledge , the core culture is the use of a comfortable environment as much as possible to help people broaden stress, and feel like stay at home, and nice music to make people to relax to do whatever they want to do, no body chasing you when you stay longer inside of the shop and there also no one to ask you for purchases another coffee. As different from other multinational enterprises, Starbucks is not the use of the huge advertising and promotion. Starbucks brand promotion does not depend on advertising, its usual strategy is focusing on brand image promotion. Unlike McDonalds, Starbucks coffee has a unique cultural, sponsorship of activities, it is important to promote the image of Starbucks. For example, before the Dali exhibition held in Shanghai, Starbucks is the main sponsor and also it is the Shanghai APEC meeting sponsors.Starbucks chain store from the appearance the same style and young people as the staffs. Each stor... ... middle of paper ... ...s is planning and implementing a name is “coffee Classroom” service, Starbucks will provide them with a specialized service barista . Mystery Shopper: Starbucks, the word of mouth is the best advertising. To achieve this effect of word of mouth, Starbucks must quality serve to every guest. Starbucks standards are: cooked every cup of coffee, good grasp of every detail. How to test " for the guests every cup of brewed coffee”, Starbucks established a series of evaluation mechanisms, especially in the “mystery shopper”. Is in addition to the usual theoretical knowledge and practical inspection visits, they have commissioned an investigation capacity of the company, secretly sent Banzuo customer, this way came to spend in the Starbucks coffee stores. Therefore Starbucks successful has the reasons, which is the great mangement team to bring the company to the world.

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