{"id":4328,"date":"2016-05-19T09:59:51","date_gmt":"2016-05-19T02:59:51","guid":{"rendered":"http:\/\/news.appota.com\/?p=4328"},"modified":"2021-04-13T17:20:53","modified_gmt":"2021-04-13T10:20:53","slug":"starbucks-cau-chuyen-hay-ve-mot-nhan-cach-mot-thuong-hieu","status":"publish","type":"post","link":"https:\/\/news.appota.com\/vi\/starbucks-cau-chuyen-hay-ve-mot-nhan-cach-mot-thuong-hieu\/","title":{"rendered":"C\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, nh\u00e2n c\u00e1ch mang t\u00ean Starbucks"},"content":{"rendered":"

\u201cN\u1ebfu \u0111\u1eddi cho ta m\u1ed9t qu\u1ea3 chanh, h\u00e3y pha th\u00e0nh ly n\u01b0\u1edbc chanh\u201d l\u00e0 \u0111i\u1ec1u m\u00e0\u00a0C\u1ed1 Ch\u1ee7 t\u1ecbch C\u00f4ng ty Sears Roebuck t\u1eebng n\u00f3i. Th\u1ef1c t\u1ebf c\u0169ng ch\u1ee9ng minh \u0111\u00f3 ch\u00ednh x\u00e1c l\u00e0 nh\u1eefng g\u00ec Howard Schultz \u0111\u00e3 l\u00e0m \u0111\u1ec3 v\u01b0\u1ee3t qua m\u1ecdi s\u00f3ng gi\u00f3 v\u00e0 vi\u1ebft n\u00ean c\u00e2u chuy\u1ec7n mang t\u00ean Starbucks.<\/p>\n

V\u00e0i n\u00e9t v\u1ec1 ng\u00e0i\u00a0Howard Schultz<\/h2>\n

Howard Schultz sinh ng\u00e0y 19\/7\/1953 trong m\u1ed9t gia \u0111\u00ecnh ngh\u00e8o kh\u00f3 \u1edf th\u1ecb tr\u1ea5n Brooklyn, th\u00e0nh ph\u1ed1 Seattle, M\u1ef9. Do ng\u01b0\u1eddi cha ch\u1eb3ng may g\u1eb7p n\u1ea1n n\u00ean ngay t\u1eeb b\u00e9, Schultz \u0111\u00e3 ph\u1ea3i ra s\u1ee9c l\u00e0m vi\u1ec7c, ki\u1ebfm ti\u1ec1n \u0111\u1ec3 ph\u1ee5 gi\u00fap gia \u0111\u00ecnh.<\/p>\n

\u00dd th\u1ee9c r\u1eb1ng ch\u1ec9 c\u00f3 con \u0111\u01b0\u1eddng tri th\u1ee9c m\u1edbi gi\u00fap m\u00ecnh tho\u00e1t kh\u1ecfi c\u00f4ng vi\u1ec7c ch\u00e2n tay n\u1eb7ng nh\u1ecdc, Schultz quy\u1ebft t\u00e2m h\u1ecdc. Ban ng\u00e0y l\u00e0m vi\u1ec7c ki\u1ebfm ti\u1ec1n, ban \u0111\u00eam \u00f4ng mi\u1ec7t m\u00e0i h\u1ecdc v\u00e0 nh\u1eefng n\u1ed7 l\u1ef1c c\u1ee7a \u00f4ng \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u1ec1n \u0111\u00e1p – \u00f4ng thi \u0111\u1ed7 v\u00e0o tr\u01b0\u1eddng k\u1ef9 thu\u1eadt c\u1ee7a \u0110\u1ea1i h\u1ecdc Michigan. K\u1ec3 t\u1eeb \u0111\u00f3, cu\u1ed9c \u0111\u1eddi c\u1ee7a \u00f4ng \u0111\u00e3 b\u01b0\u1edbc sang trang m\u1edbi – b\u1eaft \u0111\u1ea7u h\u00e0nh tr\u00ecnh tri th\u1ee9c.<\/p>\n

\u201cD\u00f9 \u0111\u00e3 tr\u01b0\u1edfng th\u00e0nh, t\u00f4i v\u1eabn l\u00e0 \u0111\u1ee9a tr\u1ebb \u0111\u1ebfn t\u1eeb Brooklyn mu\u1ed1n \u0111\u01b0\u1ee3c chi\u1ebfn \u0111\u1ea5u theo c\u00e1ch c\u1ee7a m\u00ecnh\u201d, Schultz n\u00f3i, khi \u0111\u00e3 c\u00f3 trong tay gia t\u00e0i g\u1ea7n 3 t\u1ef7 \u0111\u00f4 la.<\/p>\n

Tin v\u00e0o ch\u00ednh m\u00ecnh<\/h2>\n

Schultz kh\u00f4ng ph\u1ea3i ng\u01b0\u1eddi th\u00e0nh l\u1eadp Starbucks. Nh\u1eefng ng\u01b0\u1eddi s\u00e1ng l\u1eadp th\u1ef1c s\u1ef1 – Gordon Bowker, Zev Siegl v\u00e0 Jerry Baldwin – \u0111\u00e3 m\u1edf c\u1eeda h\u00e0ng Starbucks \u0111\u1ea7u ti\u00ean v\u00e0o n\u0103m 1971. C\u00f2n Schultz, m\u00e3i \u0111\u1ebfn nh\u1eefng n\u0103m 1980 m\u1edbi tham gia v\u00e0o c\u00f4ng ty, v\u1edbi nhi\u1ec7m v\u1ee5 ban \u0111\u1ea7u l\u00e0 h\u1ed7 tr\u1ee3 cho vi\u1ec7c marketing.<\/p>\n

\"starbucks-cau-chuyen-hay-ve-mot-nhan-cach-mot-thuong-hieu-3\"<\/p>\n

M\u00f9a h\u00e8 n\u0103m 1983, Schultz c\u00f3 chuy\u1ebfn \u0111i ngh\u1ec9 t\u1ea1i \u00dd. \u1ede \u0111\u00e2y, l\u1ea7n \u0111\u1ea7u ti\u00ean \u00f4ng \u0111\u01b0\u1ee3c th\u01b0\u1edfng th\u1ee9c nh\u1eefng ly c\u00e0 ph\u00ea Espresso th\u01a1m \u0111\u1eb7c v\u00e0 Capuchino s\u00f3ng s\u00e1nh b\u1ecdt s\u1eefa.<\/p>\n

M\u1ed9t \u00fd t\u01b0\u1edfng \u0111\u00e3 l\u00f3e l\u00ean trong Schultz – l\u00e0m gi\u1ed1ng nh\u01b0 ng\u01b0\u1eddi \u00dd! Schultz \u0111\u00e3 l\u1eadp k\u1ebf ho\u1ea1ch m\u1edf r\u1ed9ng kinh doanh v\u1edbi m\u1ed9t chu\u1ed7i qu\u00e1n c\u00e0 ph\u00ea Starbucks \u1edf th\u00e0nh ph\u1ed1 Seattle. B\u1ecb ban l\u00e3nh \u0111\u1ea1o Starbucks t\u1eeb ch\u1ed1i, \u00f4ng quy\u1ebft \u0111\u1ecbnh t\u1ef1 m\u00ecnh m\u1edf chu\u1ed7i qu\u00e1n c\u00e0 ph\u00ea v\u1edbi c\u00e1i t\u00ean II Giornale. V\u00e0 ch\u00ednh c\u00f4ng vi\u1ec7c n\u00e0y \u0111\u00e3 gi\u00fap \u00f4ng gom \u0111\u1ee7 ti\u1ec1n \u0111\u1ec3 c\u00f9ng m\u1ed9t s\u1ed1 nh\u00e0 \u0111\u1ea7u t\u01b0 kh\u00e1c mua l\u1ea1i Starbucks v\u00e0o n\u0103m 1987 v\u1edbi gi\u00e1 4 tri\u1ec7u \u0111\u00f4 la.<\/p>\n

Th\u1eddi \u0111i\u1ec3m \u0111\u00f3, Starbucks m\u1edbi ch\u1ec9 c\u00f3 11 qu\u00e1n c\u00e0 ph\u00ea. 7 n\u0103m sau, con s\u1ed1 n\u00e0y l\u00e0 425, v\u00e0 \u0111\u1ebfn nay th\u00ec Starbucks \u0111\u00e3 c\u00f3 h\u01a1n 21.000 c\u1eeda h\u00e0ng \u0111\u1eb7t t\u1ea1i 65 qu\u1ed1c gia v\u00e0 v\u00f9ng l\u00e3nh th\u1ed5.<\/p>\n

Trong n\u1ed7 l\u1ef1c l\u00e0m m\u1ed9t \u0111i\u1ec1u g\u00ec \u0111\u00f3 l\u1edbn lao h\u01a1n l\u00e0 b\u00e1n c\u00e0 ph\u00ea, Schultz \u0111\u00e3 t\u1ea1o ra m\u1ed9t v\u0103n h\u00f3a trong m\u1ecdi c\u1eeda h\u00e0ng m\u00e0 ng\u00e0y nay ch\u00fang ta \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn: \u201cTr\u1ea3i nghi\u1ec7m Starbucks\u201d.<\/p>\n

B\u01b0\u1edbc v\u00e0o c\u1eeda h\u00e0ng Starbucks, kh\u00e1ch h\u00e0ng s\u1ebd tr\u1ea3i nghi\u1ec7m m\u1ed9t c\u1ea3m gi\u00e1c \u0111a chi\u1ec1u v\u1edbi kh\u00f4ng kh\u00ed th\u00e2n h\u1eefu c\u1ee7a bi\u1ec3u t\u01b0\u1ee3ng m\u00e0u xanh l\u00e1, th\u01b0\u1edfng th\u1ee9c h\u01b0\u01a1ng v\u1ecb c\u00e0 ph\u00ea \u1ea5m n\u00f3ng trong n\u1ec1n nh\u1ea1c du d\u01b0\u01a1ng nh\u1eb9 nh\u00e0ng. M\u1ecdi kh\u00eda c\u1ea1nh \u0111\u1ec1u \u0111\u01b0\u1ee3c suy x\u00e9t th\u1ea5u \u0111\u00e1o v\u00e0 \u0111\u01b0\u1ee3c sao ch\u00e9p gi\u1ed1ng h\u1ec7t nh\u01b0 nhau \u1edf kh\u1eafp c\u00e1c qu\u00e1n c\u00e0 ph\u00ea Starbucks tr\u00ean to\u00e0n th\u1ebf gi\u1edbi.<\/p>\n

\"starbucks-cau-chuyen-hay-ve-mot-nhan-cach-mot-thuong-hieu-2\"<\/p>\n

H\u1ecdc t\u1eeb nh\u1eefng g\u00e3\u00a0kh\u1ed5ng l\u1ed3 \u0111i tr\u01b0\u1edbc<\/h2>\n

Do ch\u01b0a bao gi\u1edd h\u1ecdc t\u1ea1i m\u1ed9t tr\u01b0\u1eddng kinh doanh th\u1ef1c th\u1ee5, n\u00ean m\u1ed9t ph\u1ea7n trong c\u00e2u chuy\u1ec7n th\u00e0nh c\u00f4ng c\u1ee7a Schultz n\u00f3i ri\u00eang v\u00e0 c\u1ee7a Starbucks n\u00f3i chung, \u0111\u1ebfn t\u1eeb vi\u1ec7c \u00f4ng quan s\u00e1t v\u00e0 h\u1ecdc h\u1ecfi t\u1eeb nh\u1eefng ng\u01b0\u1eddi kh\u1ed5ng l\u1ed3 trong ng\u00e0nh c\u00f4ng nghi\u1ec7p c\u1ee7a h\u1ecd. \u1ede \u0111\u00e2y, Walmart v\u00e0 Coca-Cola l\u00e0 hai \u201ct\u1ea5m g\u01b0\u01a1ng\u201d l\u1edbn c\u1ee7a Schultz.<\/p>\n

Thay v\u00ec d\u1ed9i bom ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi s\u1ef1 tr\u00e0n ng\u1eadp c\u1ee7a nh\u1eefng chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o mu\u00f4n m\u00e0u mu\u00f4n v\u1ebb v\u00e0 t\u1ed1n k\u00e9m, Schultz n\u1ed7 l\u1ef1c m\u1edf ra nhi\u1ec1u qu\u00e1n Starbucks nh\u1ea5t c\u00f3 th\u1ec3.<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y c\u1ee7a Schultz t\u01b0\u01a1ng \u0111\u1ed3ng v\u1edbi k\u1ebf ho\u1ea1ch th\u1ed1ng tr\u1ecb c\u1ee7a Walmart, t\u1ee9c m\u1edf m\u1ed9t lo\u1ea1t qu\u00e1n c\u00e0 ph\u00ea ngay trong nh\u1eefng khu v\u1ef1c n\u1ed9i \u00f4 v\u1ed1n \u0111\u00e3 \u0111\u1ea7y ngh\u1eb9t c\u00e1c qu\u00e1n c\u00e0 ph\u00ea \u0111\u1ee7 lo\u1ea1i, thay v\u00ec m\u1edf m\u1ed9t c\u1eeda hi\u1ec7u kh\u1ed5ng l\u1ed3 \u1edf ngay trung t\u00e2m.<\/p>\n

\"starbucks-cau-chuyen-hay-ve-mot-nhan-cach-mot-thuong-hieu-4\"<\/p>\n

Gi\u1ea3i ph\u00e1p ti\u1ebft gi\u1ea3m chi ph\u00ed b\u1eb1ng c\u00e1ch mua h\u00e0ng nhi\u1ec1u \u0111\u1ec3 h\u01b0\u1edfng chi\u1ebft kh\u1ea5u l\u1edbn c\u1ee7a Starbucks c\u0169ng \u0111\u01b0\u1ee3c sao ch\u00e9p t\u1eeb Walmart.<\/p>\n

Ngo\u00e0i h\u00ecnh m\u1eabu t\u1eeb g\u00e3 kh\u1ed5ng l\u1ed3 trong ng\u00e0nh b\u00e1n l\u1ebb, Schultz c\u00f2n nu\u00f4i tham v\u1ecdng th\u01b0\u01a1ng hi\u1ec7u Starbucks \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn r\u1ed9ng r\u00e3i nh\u01b0 Coca-Cola.<\/p>\n

Trong khi Coca-Cola t\u0103ng c\u01b0\u1eddng hi\u1ec7n di\u1ec7n th\u00f4ng qua vi\u1ec7c k\u1ebft h\u1ee3p gi\u1eefa qu\u1ea3ng c\u00e1o tr\u00e0n ng\u1eadp v\u00e0 ph\u00e2n ph\u1ed1i r\u1ed9ng kh\u1eafp tr\u00ean to\u00e0n c\u1ea7u, Schultz s\u1eed d\u1ee5ng ch\u00ednh c\u00e1c c\u1eeda h\u00e0ng Starbucks – h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i ch\u00ednh c\u1ee7a m\u00ecnh – \u0111\u1ec3 qu\u1ea3ng c\u00e1o th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Vi\u1ec7c m\u1edf ra th\u1eadt nhi\u1ec1u qu\u00e1n trong m\u1ed9t khu v\u1ef1c nh\u1ea5t \u0111\u1ecbnh c\u0169ng mang l\u1ea1i hi\u1ec7u qu\u1ea3 t\u01b0\u01a1ng t\u1ef1 qu\u1ea3ng c\u00e1o tr\u00ean c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng. \u00dd t\u01b0\u1edfng c\u1ee7a Schultz l\u00e0 Starbucks ph\u1ea3i c\u00f3 m\u1eb7t \u1edf kh\u1eafp n\u01a1i, tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n trong b\u1ee9c tranh chung v\u1ec1 cu\u1ed9c s\u1ed1ng v\u00e0 m\u1ed9t ph\u1ea7n trong nh\u1eadn th\u1ee9c c\u1ee7a con ng\u01b0\u1eddi.<\/p>\n

Ch\u00ednh chi\u1ebfn l\u01b0\u1ee3c n\u00e0y \u0111\u00e3 gi\u00fap l\u00e0m t\u0103ng nh\u1eadn bi\u1ebft c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 th\u00fac \u0111\u1ea9y doanh s\u1ed1. Schultz v\u1eabn \u0111ang trong h\u00e0nh tr\u00ecnh m\u1edf r\u1ed9ng h\u1ec7 th\u1ed1ng c\u1eeda h\u00e0ng \u0111\u1ebfn nh\u1eefng khu v\u1ef1c m\u1edbi tr\u00ean th\u1ebf gi\u1edbi.<\/p>\n

Sau 28 n\u0103m t\u1eeb khi \u0111\u1eb7t vi\u00ean g\u1ea1ch \u0111\u1ea7u ti\u00ean, Howard Schultz\u00a0 \u0111\u00e3 bi\u1ebfn m\u1ed9t c\u00f4ng ty c\u00e0 ph\u00ea trong n\u01b0\u1edbc th\u00e0nh m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi. Doanh thu n\u0103m 2015 c\u1ee7a C\u00f4ng ty \u0111\u00e3 ch\u1ea1m m\u1ee9c 19 t\u1ef7 \u0111\u00f4 la M\u1ef9. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf 65 qu\u1ed1c gia v\u00e0 v\u00f9ng l\u00e3nh th\u1ed5 \u0111\u00e3 bi\u1ebft \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u01b0\u1ee3c th\u01b0\u1edfng th\u1ee9c s\u1ea3n ph\u1ea9m c\u1ee7a Starbucks.<\/p>\n

\u0110\u00e3 t\u1eebng c\u00f3 m\u1ed9t CEO n\u1ed5i ti\u1ebfng n\u00f3i r\u1eb1ng Starbucks kh\u00f4ng ch\u1ec9 b\u00e1n c\u00e0 ph\u00ea, m\u00e0 \u0111ang vi\u1ebft n\u00ean\u00a0c\u00e2u chuy\u1ec7n c\u1ee7a ch\u00ednh m\u00ecnh. C\u00e2u chuy\u1ec7n v\u1ec1 nh\u1eefng “suy nh\u0129 l\u1edbn” v\u00e0 c\u1ea3\u00a0c\u00e1ch s\u1ed1ng\u00a0c\u1ee7a Howard Schultzs \u2013 Ch\u1ee7 t\u1ecbch ki\u00eam CEO Starbucks.<\/p>\n

Appota team t\u1ed5ng h\u1ee3p<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cN\u1ebfu \u0111\u1eddi cho ta m\u1ed9t qu\u1ea3 chanh, h\u00e3y pha th\u00e0nh ly n\u01b0\u1edbc chanh\u201d l\u00e0 \u0111i\u1ec1u m\u00e0\u00a0C\u1ed1 Ch\u1ee7 t\u1ecbch C\u00f4ng ty Sears Roebuck t\u1eebng n\u00f3i. Th\u1ef1c t\u1ebf c\u0169ng ch\u1ee9ng minh \u0111\u00f3 ch\u00ednh x\u00e1c l\u00e0 nh\u1eefng g\u00ec Howard Schultz \u0111\u00e3 l\u00e0m \u0111\u1ec3 v\u01b0\u1ee3t qua m\u1ecdi s\u00f3ng gi\u00f3 v\u00e0 vi\u1ebft n\u00ean c\u00e2u chuy\u1ec7n mang t\u00ean Starbucks.<\/p>\n","protected":false},"author":9,"featured_media":4332,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[887],"tags":[705,703],"yoast_head":"\nC\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, nh\u00e2n c\u00e1ch mang t\u00ean Starbucks<\/title>\n<meta name=\"description\" content=\"Th\u1ef1c t\u1ebf c\u0169ng ch\u1ee9ng minh \u0111\u00f3 ch\u00ednh x\u00e1c l\u00e0 nh\u1eefng g\u00ec Howard Schultz \u0111\u00e3 l\u00e0m \u0111\u1ec3 v\u01b0\u1ee3t qua m\u1ecdi s\u00f3ng gi\u00f3 v\u00e0 vi\u1ebft n\u00ean c\u00e2u chuy\u1ec7n mang t\u00ean Starbucks.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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