A Case Study Of Starbucks In Australia

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Summary The World today is generally developing every time, result in a financially increasing condition and the exchanges between area and area as well as individual and individual are more and more common. The supply chain, as a result, dose occupy an increasingly important role. Therefore, this research focuses on Starbucks in Australia, and is mainly conducted to discover the element, management and improvement of this international operation today. In the first stage of research, the basic information about the company is collected to be analyzed. With the purpose of better understanding the study questions, the literature review is conducted to collect secondary data. This study was undertaken using academic sources such as journals, …show more content…

Because Starbucks set up a brand personality, the operation cares more about selling a kind of “coffee service” rather than partners cannot make delicious coffee. Promotion. The company believes that the best advertisement for a service operation is the service itself instead of making any advertisement. Thus, Starbucks spend more on training staffs, and asserts that the best promotion is that staffs in the store can offer customers professional knowledges about coffee and satisfied service for selling. Physical Evidence. Because Starbucks tries to make itself a “third place”, it devotes much on decoration. As for visual point, a large number of Starbucks’s unique elements are used to show its style, such as strokes, accessories etc. For hearing, as the United States Starbucks has its own record company that publics the issue of jazz, so the store plays Starbucks 's own jazz. And for smelling, the fragrance from grinding coffee beans will make people feel pleasure. People. Starbucks asserts that the café service for people, so the employees are really important. When the company select new employee, it pays more attention on persons with good manners and good affinity. Besides, most of them are young, they full of energy and have great ability of accepting new

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