{"id":3550,"date":"2016-09-12T13:46:32","date_gmt":"2016-09-12T06:46:32","guid":{"rendered":"https:\/\/suno.vn\/blog\/?p=3550"},"modified":"2017-12-19T09:35:29","modified_gmt":"2017-12-19T02:35:29","slug":"bi-quyet-phat-trien-chuoi-cafe-starbucks","status":"publish","type":"post","link":"https:\/\/suno.vn\/blog\/bi-quyet-phat-trien-chuoi-cafe-starbucks\/","title":{"rendered":"B\u00ed quy\u1ebft ph\u00e1t tri\u1ec3n chu\u1ed7i cafe Starbucks"},"content":{"rendered":"

T\u1eeb m\u1ed9t c\u1eeda h\u00e0ng b\u00e1n c\u00e0 ph\u00ea rang xay, b\u00ed quy\u1ebft n\u00e0o l\u00e0m n\u00ean t\u01b0\u1ee3ng \u0111\u00e0i Starbucks h\u00f4m nay?<\/p>\n

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C\u00f3 m\u1eb7t t\u1ea1i 63 qu\u1ed1c gia v\u1edbi 21.000 c\u1eeda h\u00e0ng, m\u1ed9t con s\u1ed1 huy\u1ec1n tho\u1ea1i m\u01a1 \u01b0\u1edbc \u0111\u1ed1i v\u1edbi b\u1ea5t k\u1ef3 nh\u00e0 b\u00e1n l\u1ebb n\u00e0o, Starbucks kh\u00f4ng ch\u1ec9 tr\u1edf th\u00e0nh bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a n\u01b0\u1edbc M\u1ef9, m\u00e0 c\u00f2n l\u00e0 bi\u1ec3u t\u01b0\u1ee3ng cho kh\u00e1t v\u1ecdng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a nh\u1eefng ng\u01b0\u1eddi kinh doanh tr\u00ean to\u00e0n th\u1ebf gi\u1edbi. T\u1eeb m\u1ed9t c\u1eeda h\u00e0ng b\u00e1n c\u00e0 ph\u00ea rang xay, b\u00ed quy\u1ebft n\u00e0o l\u00e0m n\u00ean t\u01b0\u1ee3ng \u0111\u00e0i Starbucks h\u00f4m nay?<\/p>\n

1. D\u1ea5n th\u00e2n cho \u00fd t\u01b0\u1edfng<\/strong><\/p>\n

B\u1ea1n c\u00f3 bao gi\u1edd n\u1ea3y ra m\u1ed9t \u00fd t\u01b0\u1edfng xu\u1ea5t ch\u00fang \u2013 m\u1ed9t \u00fd t\u01b0\u1edfng khi\u1ebfn b\u1ea1n ph\u00e1t m\u00ea l\u00ean \u2013 th\u1ebf r\u1ed3i \u0111\u1ed5i l\u1ea1i nh\u1eefng ng\u01b0\u1eddi c\u00f3 kh\u1ea3 n\u0103ng bi\u1ebfn n\u00f3 th\u00e0nh s\u1ef1 th\u1eadt l\u1ea1i b\u1ea3o b\u1ea1n r\u1eb1ng, \u00fd t\u01b0\u1edfng c\u1ee7a b\u1ea1n ch\u1eb3ng ph\u1ea3i th\u1ee9 \u0111\u00e1ng \u0111eo \u0111u\u1ed5i?<\/p>\n

\u0110\u00f3 l\u00e0 \u0111i\u1ec1u x\u1ea3y ra khi Howard Schultz, khi c\u00f2n l\u00e0 m\u1ed9t gi\u00e1m \u0111\u1ed1c marketing, mang \u00fd t\u01b0\u1edfng m\u1edf c\u1eeda h\u00e0ng ph\u1ee5c v\u1ee5 c\u00e0 ph\u00ea espresso t\u1eeb \u00dd v\u1ec1, l\u00fac \u1ea5y Starbucks ch\u1ec9 l\u00e0 m\u1ed9t nh\u00e0 b\u00e1n l\u1ebb c\u00e0 ph\u00ea rang xay \u2013 ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t qu\u00e1n c\u00e0 ph\u00ea hay nh\u00e0 h\u00e0ng.<\/p>\n

Howard t\u1eebng t\u00e2m s\u1ef1 \u201cT\u00f4i \u0111\u00e3 ngh\u0129 r\u1eb1ng m\u00ecnh s\u1ebd mang l\u1ea1i m\u1ed9t tri th\u1ee9c c\u00f3 gi\u00e1 tr\u1ecb th\u1eadt s\u1ef1 l\u1edbn lao, th\u1ee9 tri th\u1ee9c c\u00f3 th\u1ec3 l\u00e0m n\u1ec1n t\u1ea3ng cho c\u1ea3 m\u1ed9t ng\u00e0nh kinh doanh m\u1edbi v\u00e0 thay \u0111\u1ed5i c\u00e1ch u\u1ed1ng c\u00e0 ph\u00ea c\u1ee7a ng\u01b0\u1eddi M\u1ef9. Tuy nhi\u00ean trong m\u1eaft c\u00e1c s\u1ebfp, t\u00f4i ch\u1ec9 l\u00e0 m\u1ed9t g\u00e3 gi\u00e1m \u0111\u1ed1c marketing d\u01b0 th\u1eeba n\u0103ng l\u01b0\u1ee3ng\u201d.<\/p>\n

Qu\u00e1 tr\u00ecnh chinh ph\u1ee5c th\u1ecb tr\u01b0\u1eddng c\u1ee7a Starbucks \u0111\u00e3 ch\u1ee9ng minh r\u1eb1ng, ch\u00ednh nh\u1eefng ng\u01b0\u1eddi theo \u0111u\u1ed5i con \u0111\u01b0\u1eddng v\u1eafng b\u00f3ng ng\u01b0\u1eddi \u0111i m\u1edbi s\u00e1ng t\u1ea1o ra ng\u00e0nh c\u00f4ng nghi\u1ec7p m\u1edbi, ph\u00e1t minh ra s\u1ea3n ph\u1ea9m m\u1edbi, x\u00e2y n\u00ean c\u00e1c doanh nghi\u1ec7p tr\u01b0\u1eddng t\u1ed3n v\u00e0 truy\u1ec1n c\u1ea3m h\u1ee9ng cho nh\u1eefng ng\u01b0\u1eddi xung quanh v\u01b0\u01a1n l\u00ean t\u1ea7m cao k\u1ef3 v\u0129 c\u1ee7a th\u00e0nh c\u00f4ng.<\/p>\n

M\u1ed9t b\u00ed quy\u1ebft l\u00e0, trong qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u b\u00e1n l\u1ebb, b\u1ea1n ph\u1ea3i t\u1ea1o ra nh\u1eadn th\u1ee9c v\u00e0 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng. B\u1ea1n ph\u1ea3i th\u1eadt h\u1ee3p th\u1eddi. B\u1ea1n c\u1ea7n nh\u1eefng ng\u01b0\u1eddi \u0111\u1ecbnh h\u01b0\u1edbng \u0111\u01b0\u1ee3c \u00fd ki\u1ebfn ti\u1ebfp nh\u1eadn c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n. B\u1ea1n c\u1ea7n c\u00f3 kh\u00e1ch h\u00e0ng hay \u0111\u1ed1i t\u00e1c c\u00f3 m\u1ed1i li\u00ean k\u1ebft ch\u1eb7t ch\u1ebd v\u1edbi ho\u1ea1t \u0111\u1ed9ng v\u0103n ho\u00e1, hay l\u00e0 m\u1ed9t bi\u1ec3u t\u01b0\u1ee3ng n\u00e0o \u0111\u00f3 c\u1ee7a phong c\u00e1ch s\u1ed1ng \u0111\u1ec3 c\u00f3 th\u1ec3 t\u1ea1o ra m\u1ed9t xu h\u01b0\u1edbng ti\u00eau d\u00f9ng m\u1edbi, cho d\u00f9 c\u00e1ch n\u00e0y kh\u00f4ng d\u1ec5 d\u00e0ng l\u1eafm.<\/p>\n

T\u1ea7m nh\u00ecn r\u1ed9ng l\u1edbn c\u0169ng l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 then ch\u1ed1t trong x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. Khi m\u1edf c\u1eeda h\u00e0ng \u0111\u1ea7u ti\u00ean \u1edf Los Angeles, m\u1ee5c ti\u00eau h\u00e0ng \u0111\u1ea7u c\u1ee7a Starbucks l\u00e0 tr\u1edf th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c Hollywood \u00a0l\u1ef1a ch\u1ecdn. V\u00e0 Starbucks \u0111\u00e3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3.<\/p>\n

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\"C\u1eeda
C\u1eeda h\u00e0ng Starbucks \u0111\u1ea7u ti\u00ean t\u1ea1i Seattle.<\/figcaption><\/figure>\n<\/div>\n<\/div>\n

2. Kh\u00f4ng \u0111\u01b0\u1ee3c sai l\u1ea7m khi l\u1ef1a ch\u1ecdn v\u1ecb tr\u00ed<\/strong><\/p>\n

\u0110\u1ecba \u0111i\u1ec3m x\u00e2y d\u1ef1ng c\u1eeda h\u00e0ng t\u1ed1t th\u01b0\u1eddng ng\u00e0y c\u00e0ng \u0111\u1eaft \u0111\u1ecf. Trong n\u0103m n\u0103m \u0111\u1ea7u ti\u00ean, \u0111\u00edch th\u00e2n Howard Schultz v\u00e0 c\u00e1c th\u00e0nh vi\u00ean trong ban gi\u00e1m \u0111\u1ed1c \u0111i xem x\u00e9t v\u00e0 th\u00f4ng qua t\u1eebng \u0111\u1ecba \u0111i\u1ec3m m\u1ed9t. H\u1ecd \u0111\u00e1nh gi\u00e1 t\u1ea5t c\u1ea3 c\u00e1c chi ti\u1ebft c\u1ee7a t\u1eebng \u0111\u1ecba \u0111i\u1ec3m ti\u1ec1m n\u0103ng n\u1ed5i b\u1eadt, n\u1eb1m \u1edf c\u00e1c to\u00e0 nh\u00e0 v\u0103n ph\u00f2ng trung t\u00e2m ho\u1eb7c c\u00e1c khu \u0111\u00f4 th\u1ecb ven \u0111\u00f4 \u0111\u00f4ng d\u00e2n c\u01b0, g\u1ea7n si\u00eau th\u1ecb. M\u1ed7i\u00a0 khu v\u1ef1c, h\u1ecd \u0111i\u1ec1u tra k\u1ef9 l\u01b0\u1ee1ng \u0111\u1eb7c \u0111i\u1ec3m sinh ho\u1ea1t, \u0111i l\u1ea1i, \u01b0\u1edbc t\u00ednh thu nh\u1eadp c\u1ee7a kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng.<\/p>\n

B\u1ea1n c\u1ea7n l\u00e0m vi\u1ec7c c\u00e0ng nhi\u1ec1u c\u00e0ng t\u1ed1t c\u00e1c nh\u00e0 m\u00f4i gi\u1edbi b\u1ea5t \u0111\u1ed9ng s\u1ea3n trong v\u00f9ng \u0111\u1ec3 t\u00ecm ra m\u1ed9t \u0111\u1ed1i t\u00e1c c\u00f3 uy t\u00edn, chuy\u00ean m\u00f4n v\u00e0 am hi\u1ec3u \u0111\u1ecba ph\u01b0\u01a1ng l\u00e0m t\u01b0 v\u1ea5n th\u00e2n c\u1eadn cho m\u00ecnh v\u00e0 h\u00e3y c\u00f9ng h\u1ecd \u0111i th\u1ecb s\u00e1t \u0111\u1ecba \u0111i\u1ec3m. Quy tr\u00ecnh ch\u1ecdn m\u1eb7t b\u1eb1ng t\u1ed1n r\u1ea5t nhi\u1ec1u th\u1eddi gian nh\u01b0ng ph\u1ea3i nh\u01b0 th\u1ebf \u0111\u1ec3 tr\u00e1nh b\u1ea5t c\u1ee9 sai l\u1ea7m c\u00f3 th\u1ec3 n\u00e0o.<\/p>\n

“R\u1ed1t cu\u1ed9c t\u00f4i \u0111i \u0111\u1ebfn k\u1ebft lu\u1eadn r\u1eb1ng, vi\u1ec7c ch\u1ecdn \u0111\u1ecba \u0111i\u1ec3m v\u00e0 x\u00e2y d\u1ef1ng c\u1eeda h\u00e0ng l\u00e0 nhi\u1ec7m v\u1ee5 qu\u00e1 quan tr\u1ecdng n\u00ean n\u00f3 kh\u00f4ng th\u1ec3 n\u1eb1m ngo\u00e0i khu\u00f4n kh\u1ed5 v\u0103n ph\u00f2ng CEO \u0111\u01b0\u1ee3c\u201d, Howard chia s\u1ebb trong m\u1ed9t cu\u1ed1n s\u00e1ch c\u1ee7a \u00f4ng.<\/p>\n

T\u1ea1i Starbucks, h\u1ecd c\u00f3 m\u1ed9t \u0111\u1ed9i ng\u0169 chuy\u00ean x\u00e2y d\u1ef1ng m\u00f4 h\u00ecnh v\u1ec1 nh\u00e2n kh\u1ea9u h\u1ecdc, t\u00ecm hi\u1ec3u v\u1ec1 v\u1ecb tr\u00ed \u0111\u1eb7t c\u1eeda h\u00e0ng. Trong 1000 c\u1eeda h\u00e0ng \u0111\u1ea7u ti\u00ean \u0111\u00e3 khai tr\u01b0\u01a1ng, Starbucks ch\u1ec9 \u0111\u00f3ng c\u1eeda hai \u0111\u1ecba \u0111i\u1ec3m v\u00ec \u0111\u00e1nh gi\u00e1 sai. \u00cdt nh\u00e0 b\u00e1n l\u1ebb n\u00e0o c\u00f3 th\u1ec3 ph\u00e1 \u0111\u01b0\u1ee3c k\u1ef7 l\u1ee5c \u0111\u00f3.<\/p>\n

H\u00e3y ghi nh\u1edb r\u1eb1ng, tr\u01b0\u1edbc khi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n lan to\u1ea3 r\u1ed9ng h\u01a1n, n\u00f3 ph\u1ea3i \u0111\u01b0\u1ee3c y\u00eau th\u00edch b\u1edfi kh\u00e1ch h\u00e0ng trong v\u00f2ng b\u00e1n k\u00ednh 500 m\u00e9t. Ch\u1ecdn \u0111\u00fang \u0111\u1ecba \u0111i\u1ec3m c\u00f3 ngh\u0129a l\u00e0 ch\u1ecdn \u0111\u01b0\u1ee3c khu v\u1ef1c c\u00f3 nhi\u1ec1u kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng m\u1ee5c ti\u00eau.<\/p>\n

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\"Bi\u1ec3u<\/div>\n
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Bi\u1ec3u \u0111\u1ed3 t\u0103ng tr\u01b0\u1edfng c\u1eeda h\u00e0ng c\u1ee7a Starbucks. Ngu\u1ed3n: Statista<\/p>\n<\/div>\n<\/div>\n

3. Ph\u01b0\u01a1ng ph\u00e1p khai tr\u01b0\u01a1ng c\u1eeda h\u00e0ng \u0111\u1ed9c \u0111\u00e1o<\/strong><\/p>\n

S\u1ebd l\u00e0 sai l\u1ea7m khi b\u1ea1n t\u1ef1 tin r\u1eb1ng m\u00ecnh \u0111\u00e3 ph\u00e1t minh ra m\u1ed9t c\u00f4ng th\u1ee9c k\u1ef3 di\u1ec7u \u0111\u1ebfn m\u1ee9c m\u1eb7c \u0111\u1ecbnh r\u1eb1ng kh\u00e1ch h\u00e0ng r\u1ed3i s\u1ebd x\u1ebfp h\u00e0ng l\u0169 l\u01b0\u1ee3t k\u00e9o \u0111\u1ebfn. T\u1eeb kinh nghi\u1ec7m Starbucks, ch\u00fang ta h\u1ecdc \u0111\u01b0\u1ee3c r\u1eb1ng kh\u00f4ng th\u1ec3 c\u1ee9 m\u1edf c\u1eeda h\u00e0ng r\u1ed3i m\u1eb7c nhi\u00ean kh\u00e1ch h\u00e0ng s\u1ebd \u0111\u1ebfn. H\u1ecd lu\u00f4n c\u00f3 b\u00ed quy\u1ebft t\u1ea1o \u0111\u01b0\u1ee3c s\u1ef1 h\u1ee9ng kh\u1edfi v\u00e0 \u0111\u00f3n \u0111\u1ee3i trong nh\u1eefng th\u00e0nh ph\u1ed1 h\u1ecd d\u1ef1 \u0111\u1ecbnh xu\u1ea5t qu\u00e2n.<\/p>\n

CEO Starbucks ti\u1ebft l\u1ed9: \u201cCh\u00fang t\u00f4i lu\u00f4n t\u00ecm c\u00e1ch c\u00f3 th\u1ec3 khi\u1ebfn m\u1ecdi ng\u01b0\u1eddi kh\u00e1o nhau v\u1ec1 Starbucks v\u00e0o ng\u00e0y ch\u00fang t\u00f4i khai tr\u01b0\u01a1ng c\u1eeda h\u00e0ng \u0111\u1ea7u ti\u00ean\u00a0 t\u1ea1i khu v\u1ef1c h\u1ecd sinh s\u1ed1ng. M\u1ed7i th\u1ecb tr\u01b0\u1eddng ch\u00fang t\u00f4i h\u1ecdc th\u00eam m\u1ed9t k\u1ef9 thu\u1eadt m\u1edbi v\u00e0 sau n\u00e0y ch\u00fang t\u00f4i ph\u00e1t tri\u1ec3n n\u00ean m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p to\u00e0n di\u1ec7n\u201d.<\/p>\n

T\u1ea1i m\u1ed7i th\u1ecb tr\u01b0\u1eddng, Starbucks tuy\u1ec3n m\u1ed9t c\u00f4ng ty quan h\u1ec7 c\u00f4ng ch\u00fang \u0111\u1ecba ph\u01b0\u01a1ng \u0111\u1ec3 gi\u00fap h\u1ecd hi\u1ec3u r\u00f5 di s\u1ea3n v\u0103n ho\u00e1 khu v\u1ef1c. C\u00f9ng l\u00fac \u0111\u00f3, \u0111\u1ed9i s\u00e1ng t\u1ea1o s\u1ebd thi\u1ebft k\u1ebf h\u00ecnh \u1ea3nh th\u1ec3 hi\u1ec7n c\u00e1 t\u00ednh c\u1ee7a m\u1ed7i th\u00e0nh ph\u1ed1, s\u1eed d\u1ee5ng c\u00e1c h\u00ecnh \u1ea3nh tr\u00ean c\u00e1c lo\u1ea1i c\u1ed1c d\u00e0nh cho nh\u1eefng ng\u01b0\u1eddi mua mang \u0111i, \u00e1o thun, v\u00e0 thi\u1ec7p m\u1eddi g\u1eedi \u0111\u1ed1i t\u00e1c kh\u00e1ch h\u00e0ng t\u1ea1o t\u00ecnh c\u1ea3m cho c\u1ed9ng \u0111\u1ed3ng \u0111\u1ecba ph\u01b0\u01a1ng.<\/p>\n

Tr\u01b0\u1edbc m\u1ed7i l\u1ea7n khai tr\u01b0\u01a1ng, Starbucks \u0111\u1ec1u l\u00ean danh s\u00e1ch nh\u1eefng ng\u01b0\u1eddi c\u00f3 th\u1ec3 \u0111\u00f3ng vai tr\u00f2 \u201c\u0111\u1ea1i s\u1ee9\u201d \u0111\u1ecba ph\u01b0\u01a1ng. H\u1ecd b\u1eaft \u0111\u1ea7u b\u1eb1ng c\u00e1ch h\u1ecfi c\u00e1c \u0111\u1ed1i t\u00e1c c\u1ee7a m\u00ecnh xem c\u00f3 b\u1ea1n b\u00e8 hay ng\u01b0\u1eddi th\u00e2n n\u00e0o \u1edf th\u00e0nh ph\u1ed1 \u0111\u00f3 hay kh\u00f4ng, n\u1ebfu c\u00f3 m\u1eddi h\u1ecd \u0111\u1ebfn s\u1ef1 ki\u1ec7n ti\u1ec1n khai tr\u01b0\u01a1ng hay L\u1ec5 khai tr\u01b0\u01a1ng. H\u1ecd g\u1eedi kh\u00e1ch m\u1eddi phi\u1ebfu \u0111\u1ed3 u\u1ed1ng mi\u1ec5n ph\u00ed k\u00e8m theo m\u1ea3nh gi\u1ea5y ghi : \u201cH\u00e3y chia s\u1ebb Starbucks v\u1edbi m\u1ed9t ng\u01b0\u1eddi b\u1ea1n\u201d. H\u1ecd c\u0169ng t\u1ed5 ch\u1ee9c d\u00f9ng th\u1eed cho c\u00e1c ph\u00f3ng vi\u00ean \u0111\u1ecba ph\u01b0\u01a1ng hay c\u00e1c nh\u00e0 ph\u00ea b\u00ecnh \u1ea9m th\u1ef1c\u2026 v\u00e0 cho ph\u00e9p h\u1ecd m\u1eddi b\u1ea1n b\u00e8 th\u00e2n thi\u1ebft. Cu\u1ed1i c\u00f9ng khi l\u1ec5 khai tr\u01b0\u01a1ng ch\u00ednh th\u1ee9c \u0111\u01b0\u1ee3c t\u1ed5 ch\u1ee9c, \u0111\u00e3 thu h\u00fat h\u00e0ng ngh\u00ecn ng\u01b0\u1eddi \u0111\u1ebfn tham d\u1ef1.<\/p>\n

Khi tr\u1edf th\u00e0nh nh\u1eefng kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng, h\u1ecd ch\u00ednh l\u00e0 s\u1ee9c m\u1ea1nh c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng c\u00e1o truy\u1ec1n mi\u1ec7ng. M\u1ed7i c\u1eeda h\u00e0ng h\u1ecd \u0111\u1ec1u t\u1ea1o ra nh\u1eefng hi\u1ec7u \u1ee9ng nh\u01b0 v\u1eady.<\/p>\n

B\u00ed quy\u1ebft ch\u00fang ta c\u1ea7n hi\u1ec3u r\u00f5 l\u00e0 \u201ccon \u0111\u01b0\u1eddng truy\u1ec1n mi\u1ec7ng c\u00f3 s\u1ee9c m\u1ea1nh l\u1edbn h\u01a1n qu\u1ea3ng c\u00e1o th\u00f4ng th\u01b0\u1eddng r\u1ea5t nhi\u1ec1u, do \u0111\u00f3, h\u00e3y chu\u1ea9n b\u1ecb m\u1ed9t c\u00e2u chuy\u1ec7n hay\u201d.<\/p>\n

4. Ch\u00ednh s\u00e1ch nh\u00e2n s\u1ef1 l\u00e0 c\u1ed1t l\u00f5i<\/strong><\/p>\n

C\u00f3 m\u1ed9t ngh\u1ecbch l\u00fd k\u1ef3 l\u1ea1, trong khi c\u00e1c ng\u00e0nh b\u00e1n l\u1ebb v\u00e0 kinh doanh chu\u1ed7i nh\u00e0 h\u00e0ng ph\u1ee5 thu\u1ed9c s\u1ed1ng c\u00f2n v\u00e0o d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng , nh\u00e2n vi\u00ean c\u1ee7a h\u1ecd n\u1eb1m trong s\u1ed1 \u0111\u01b0\u1ee3c tr\u1ea3 l\u01b0\u01a1ng th\u1ea5p nh\u1ea5t v\u00e0 \u00edt ph\u00fac l\u1ee3i nh\u1ea5t n\u1ebfu \u0111em so v\u1edbi b\u1ea5t k\u1ef3 ng\u00e0nh n\u00e0o kh\u00e1c. Nh\u1eefng ng\u01b0\u1eddi n\u00e0y kh\u00f4ng ch\u1ec9 l\u00e0 tr\u00e1i tim v\u00e0 t\u00e2m h\u1ed3n m\u00e0 c\u00f2n l\u00e0 di\u1ec7n m\u1ea1o c\u00f4ng ty tr\u01b0ng ra tr\u01b0\u1edbc c\u00f4ng ch\u00fang . M\u1ed7i \u0111\u1ed3ng doanh thu ki\u1ebfm \u0111\u01b0\u1ee3c \u0111\u1ec1u t\u1eeb tay h\u1ecd. Gi\u00e1m \u0111\u1ed1c c\u00f4ng ty, c\u00e1c qu\u1ea3n l\u00fd c\u1eeda h\u00e0ng lu\u00f4n \u0111\u01b0\u1ee3c khuy\u1ebfn kh\u00edch \u0111\u1ec3 ng\u00e0y c\u00e0ng c\u1ee9ng r\u1eafn h\u01a1n v\u1edbi b\u1ea3n l\u01b0\u01a1ng nh\u00e2n s\u1ef1, r\u1ed3i \u0111\u1ec3 tr\u1edf n\u00ean g\u1ecdn nh\u1eb9 v\u00e0 b\u1ee7n x\u1ec9n \u0111\u1ebfn m\u1ee9c c\u00f3 th\u1ec3.<\/p>\n

Starbucks \u0111\u00e3 \u0111i theo h\u01b0\u1edbng ng\u01b0\u1ee3c l\u1ea1i: Thay v\u00ec c\u1eaft gi\u1ea3m h\u1ecd t\u00ecm c\u00e1ch t\u0103ng ch\u00fang l\u00ean.<\/p>\n

Starbucks g\u1ecdi nh\u00e2n vi\u00ean c\u1ee7a m\u00ecnh l\u00e0 \u0111\u1ed1i t\u00e1c, h\u1ecd d\u00e0nh ra \u00edt nh\u1ea5t 20 ti\u1ebfng \u0111\u00e0o t\u1ea1o cho m\u1ed7i nh\u00e2n vi\u00ean b\u00e1n l\u1ebb. H\u1ecd tr\u1ee3 c\u1ea5p 75% chi ph\u00ed y t\u1ebf, m\u1ed7i nh\u00e2n vi\u00ean ch\u1ec9 ph\u1ea3i tr\u1ea3 25% bao g\u1ed3m c\u1ea3 nh\u00e2n vi\u00ean b\u00e1n th\u1eddi gian. Ngo\u00e0i ra t\u1ea5t c\u1ea3 nh\u00e2n vi\u00ean \u0111\u1ec1u \u0111\u01b0\u1ee3c quy\u1ec1n mua c\u1ed5 phi\u1ebfu v\u1edbi m\u1ec7nh gi\u00e1 t\u1ed1t nh\u1ea5t.<\/p>\n

\u201cN\u1ebfu h\u1ea1n \u0111\u1ed1i x\u1eed v\u1edbi nh\u00e2n vi\u00ean c\u1ee7a m\u00ecnh nh\u01b0 c\u00e1c b\u00e1nh r\u0103ng c\u00f3 th\u1ec3 thay th\u1ebf \u0111\u01b0\u1ee3c trong m\u1ed9t c\u1ed5 m\u00e1y, h\u1ecd s\u1ebd nh\u00ecn b\u1ea1n v\u1edbi th\u00e1i \u0111\u1ed9 y nh\u01b0 th\u1ebf\u201d Howard vi\u1ebft trong cu\u1ed1n Onward.<\/p>\n

R\u1ed1t cu\u1ed9c b\u1ea1n kh\u00f4ng th\u1ec3 ph\u00e1t tri\u1ec3n v\u00e0 gi\u00e0nh \u0111\u01b0\u1ee3c tr\u00e1i tim kh\u00e1ch h\u00e0ng n\u1ebfu kh\u00f4ng c\u00f3 s\u1ef1 c\u1ed1ng hi\u1ebfn h\u1ebft m\u00ecnh c\u1ee7a c\u00e1c nh\u00e2n vi\u00ean c\u00f4ng ty. Trong kinh doanh, ni\u1ec1m \u0111am m\u00ea xu\u1ea5t ph\u00e1t t\u1eeb tinh th\u1ea7n ng\u01b0\u1eddi ch\u1ee7, ni\u1ec1m tin v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a nh\u00e2n s\u1ef1 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng tr\u00ean ch\u00ednh s\u00e1ch v\u00e0 v\u0103n h\u00f3a c\u1ee7a c\u00f4ng ty. N\u1ebfu ta xem nh\u1eb9 \u0111i\u1ec1u n\u00e0y, c\u00e1c nh\u00e2n vi\u00ean s\u1ebd coi vi\u1ec7c h\u1ecd l\u00e0m nh\u01b0 b\u1ea5t k\u1ef3 c\u00f4ng vi\u1ec7c n\u00e0o kh\u00e1c.<\/p>\n

B\u00ed quy\u1ebft c\u1ed1t l\u00f5i, ni\u1ec1m \u0111am m\u00ea v\u00e0 s\u1ef1 c\u1ed1ng hi\u1ebfn h\u1ebft m\u00ecnh c\u1ee7a nh\u00e2n vi\u00ean l\u00e0 l\u1ee3i th\u1ebf c\u1ea1nh tranh s\u1ed1 m\u1ed9t c\u1ee7a m\u1ed9t chu\u1ed7i c\u1eeda h\u00e0ng. N\u1ebfu \u0111\u1ec3 m\u1ea5t \u0111i\u1ec1u n\u00e0y, b\u1ea1n s\u1ebd thua cu\u1ed9c.<\/p>\n

5. X\u00e2y d\u1ef1ng n\u1ec1n m\u00f3ng v\u00e0 t\u1ea7m nh\u00ecn b\u00e1n l\u1ebb<\/strong><\/p>\n

\n
\"Howard<\/div>\n
\n

Howard Behar – ng\u01b0\u1eddi “gia c\u1ed1” n\u1ec1n m\u00f3ng b\u00e1n l\u1ebb cho Starbucks<\/p>\n<\/div>\n<\/div>\n

B\u1ea1n kh\u00f4ng th\u1ec3 x\u00e2y n\u00ean cao \u1ed1c ch\u1ecdc tr\u1eddi h\u00e0ng tr\u0103m t\u1ea7ng tr\u00ean n\u1ec1n m\u00f3ng v\u1ed1n ch\u1ec9 d\u00e0nh cho m\u1ed9t c\u0103n nh\u00e0 hai t\u1ea7ng. B\u1ea1n ph\u1ea3i x\u00e2y d\u1ef1ng h\u1ea1 t\u1ea7ng. C\u00f3 m\u1ed9t sai l\u1ea7m chung m\u00e0 r\u1ea5t nhi\u1ec1u doanh nh\u00e2n th\u01b0\u1eddng m\u1eafc ph\u1ea3i. H\u1ecd s\u1edf h\u1eefu \u00fd t\u01b0\u1edfng, v\u00e0 h\u1ecd c\u00f3 \u0111am m\u00ea mu\u1ed1n theo \u0111u\u1ed5i n\u00f3. Nh\u01b0ng h\u1ecd kh\u00f4ng th\u1ec3 s\u1edf h\u1eefu c\u00e1c k\u1ef9 n\u0103ng v\u1eadn h\u00e0nh h\u1ec7 th\u1ed1ng c\u1ea7n thi\u1ebft th\u00e0nh hi\u1ec7n th\u1ef1c v\u00e0 ph\u00e1t tri\u1ec3n.<\/p>\n

H\u01a1n b\u1ea5t c\u1ee9 ng\u00e0nh ngh\u1ec1 n\u00e0o kh\u00e1c, b\u00e1n l\u1ebb theo chu\u1ed7i c\u1ea7n c\u00f3 tr\u00ecnh \u0111\u1ed9 chuy\u00ean m\u00f4n, c\u00f3 h\u1ec7 th\u1ed1ng quy tr\u00ecnh \u0111\u1ec3 v\u1eadn h\u00e0nh hi\u1ec7u qu\u1ea3. \u0110\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y b\u1ea1n c\u1ea7n ph\u1ea3i c\u00f3 m\u1ed9t kho\u1ea3n \u0111\u1ea7u t\u01b0 l\u1edbn. \u0110\u1eb7c bi\u1ec7t trong th\u1eddi gian \u0111\u1ea7u khi s\u1ed1 l\u01b0\u1ee3ng c\u1eeda h\u00e0ng ch\u01b0a nhi\u1ec1u, hi\u1ec7u qu\u1ea3 kinh doanh v\u1eabn ch\u01b0a c\u00f3 l\u00e3i th\u00ec vi\u1ec7c thuy\u1ebft ph\u1ee5c c\u00e1c c\u1ed5 \u0111\u00f4ng t\u0103ng m\u1ee9c \u0111\u1ea7u t\u01b0 v\u00e0o c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng c\u00f3 l\u1ebd l\u00e0 \u0111i\u1ec1u kh\u00f3 nh\u1ea5t.<\/p>\n

N\u0103m \u0111\u1ea7u ti\u00ean Starbucks m\u1edf c\u1eeda h\u00e0ng, h\u1ecd l\u1ed7 330.000 \u0111\u00f4 la. N\u0103m ti\u1ebfp theo t\u1ed5n th\u1ea5t t\u0103ng h\u01a1n g\u1ea5p \u0111\u00f4i, l\u00ean t\u1edbi 764.000 \u0111\u00f4 la. N\u0103m th\u1ee9 4 h\u1ecd \u0111\u00e3 l\u1ed7 1,2 tri\u1ec7u \u0111\u00f4 la v\u1edbi quy m\u00f4 28 c\u1eeda h\u00e0ng. Ch\u00ednh l\u00fac n\u00e0y Howard quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0 m\u1ea1nh m\u1ebd v\u00e0o h\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb, tuy\u1ec3n d\u1ee5ng Howard Behar ng\u01b0\u1eddi c\u00f3 kinh nghi\u1ec7m b\u00e1n l\u1ebb b\u1eadc th\u1ea7y v\u1ec1 \u0111i\u1ec1u h\u00e0nh, \u0111\u1ec3 r\u1ed3i Starbucks IPO v\u00e0o n\u0103m 1992 v\u1edbi quy m\u00f4 1000 c\u1eeda h\u00e0ng to\u00e0n n\u01b0\u1edbc M\u1ef9.<\/p>\n

N\u1ebfu kh\u00f4ng c\u00f3 s\u1ef1 l\u00e3ng m\u1ea1n v\u00e0 t\u1ea7m nh\u00ecn xa, doanh nghi\u1ec7p s\u1ebd thi\u1ebfu m\u1ea5t t\u00e2m h\u1ed3n v\u00e0 tinh th\u1ea7n \u0111\u1ec3 t\u1ea1o \u0111\u1ed9ng l\u1ef1c cho nh\u00e2n vi\u00ean m\u00ecnh \u0111\u1ea1t \u0111\u01b0\u1ee3c k\u1ef3 t\u00edch. Nh\u01b0ng nhi\u1ec1u ng\u01b0\u1eddi c\u00f3 t\u1ea7m nh\u00ecn xa v\u1eabn th\u1ea5t b\u1ea1i tr\u00ean c\u01b0\u01a1ng v\u1ecb l\u00e3nh \u0111\u1ea1o v\u00ec thi\u1ebfu quy tr\u00ecnh v\u00e0 h\u1ec7 th\u1ed1ng, k\u1ef7 lu\u1eadt v\u00e0 hi\u1ec7u qu\u1ea3. \u0110\u1ec3 th\u00e0nh c\u00f4ng, m\u1ed7i doanh nghi\u1ec7p ph\u1ea3i c\u00e2n b\u1eb1ng \u0111\u01b0\u1ee3c hai s\u1ee9c m\u1ea1nh n\u00e0y.\u00a0 \u0110i\u1ec1u \u0111\u00f3 \u0111\u00f2i h\u1ecfi nh\u1eefng ng\u01b0\u1eddi l\u00e3nh \u0111\u1ea1o ph\u1ea3i hi\u1ec3u \u0111\u01b0\u1ee3c t\u1ea7m nh\u00ecn v\u00e0 bi\u1ebft c\u00e1ch \u0111\u1eb7t c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng c\u1ea7n thi\u1ebft v\u00e0o \u0111\u00fang ch\u1ed7 \u0111\u1ec3 bi\u1ebfn t\u1ea7m nh\u00ecn \u0111\u00f3 th\u00e0nh hi\u1ec7n th\u1ef1c.<\/p>\n

B\u1ea1n n\u00ean ghi nh\u1edb r\u1eb1ng, m\u1ed9t c\u00f4ng ty th\u00e0nh c\u00f4ng kh\u00f4ng th\u1ec3 ch\u1ec9 g\u00f3i g\u1ecdn m\u00ecnh trong c\u00e1c \u00fd t\u01b0\u1edfng th\u00fa v\u1ecb.<\/p>\n

6. Qu\u1ea3n l\u00fd s\u1ef1 c\u00e2n b\u1eb1ng gi\u1eefa t\u0103ng tr\u01b0\u1edfng v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng<\/strong><\/p>\n

Trong m\u00f4 h\u00ecnh kinh doanh theo chu\u1ed7i, doanh nghi\u1ec7p ch\u1ec9 \u0111\u1ea1t \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn khi t\u0103ng tr\u01b0\u1edfng \u0111\u1ebfn quy m\u00f4 c\u1eeda h\u00e0ng c\u1ea7n thi\u1ebft. N\u1ebfu c\u1ed5 \u0111\u00f4ng l\u00e0 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 m\u1ea1o hi\u1ec3m, th\u00ec \u00e1p l\u1ef1c t\u0103ng tr\u01b0\u1edfng c\u00e0ng l\u1edbn, v\u00e0 d\u0129 nhi\u00ean t\u0103ng tr\u01b0\u1edfng l\u00e0 th\u01b0\u1edbc \u0111o c\u1ee7a h\u1ea7u h\u1ebft c\u00e1c nh\u00e0 b\u00e1n l\u1ebb, c\u00e1c c\u00f4ng ty kinh doanh c\u00e0 ph\u00ea hay nh\u00e0 h\u00e0ng. Tuy nhi\u00ean, t\u0103ng tr\u01b0\u1edfng lu\u00f4n c\u00f3 hai m\u1eb7t c\u1ee7a n\u00f3.<\/p>\n

Trong m\u1ed9t cu\u1ed9c ph\u1ecfng v\u1ea5n v\u1edbi c\u00f4ng ty t\u01b0 v\u1ea5n Mckinsey, Howard Schultz cho r\u1eb1ng trong nh\u1eefng n\u0103m 2007, 2008 t\u0103ng tr\u01b0\u1edfng tr\u1edf th\u00e0nh m\u1ed9t \u201cch\u1ea5t g\u00e2y ung th\u01b0\u201d \u1edf Starbucks.<\/p>\n

\u00d4ng cho bi\u1ebft \u201cKhi b\u1ea1n nh\u00ecn v\u00e0o s\u1ef1 t\u0103ng tr\u01b0\u1edfng coi \u0111\u00f3 nh\u01b0 l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c, n\u00f3 tr\u1edf n\u00ean quy\u1ebfn r\u0169 v\u00e0 g\u00e2y nghi\u1ec7n. Tuy nhi\u00ean, t\u0103ng tr\u01b0\u1edfng kh\u00f4ng n\u00ean \u2013 kh\u00f4ng l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c, n\u00f3 l\u00e0 m\u1ed9t chi\u1ebfn thu\u1eadt. B\u00e0i h\u1ecdc \u0111\u1ea7u ti\u00ean t\u00f4i \u0111\u00e3 h\u1ecdc \u0111\u01b0\u1ee3c trong nh\u1eefng n\u0103m qua l\u00e0 t\u0103ng tr\u01b0\u1edfng v\u00e0 th\u00e0nh c\u00f4ng c\u00f3 th\u1ec3 bao h\u00e0m r\u1ea5t nhi\u1ec1u sai l\u1ea7m. Ch\u00fang t\u00f4i s\u1ebd m\u1eafc nhi\u1ec1u l\u1ed7i h\u01a1n. Nh\u01b0ng ch\u00fang t\u00f4i \u0111\u00e3 r\u00fat ra \u0111\u01b0\u1ee3c m\u1ed9t b\u00e0i h\u1ecdc \u0111\u1eaft gi\u00e1. V\u00e0 khi ch\u00fang t\u00f4i \u0111\u1ecbnh h\u01b0\u1edbng cho c\u00f4ng ty ph\u00e1t tri\u1ec3n, n\u00f3 s\u1ebd ph\u00e1t tri\u1ec3n m\u1ed9t c\u00e1ch c\u00f3 k\u1ef7 lu\u1eadt, t\u0103ng tr\u01b0\u1edfng l\u1ee3i nhu\u1eadn theo l\u1ebd ph\u1ea3i – m\u1ed9t ki\u1ec3u t\u0103ng tr\u01b0\u1edfng kh\u00e1c\u201d.<\/p>\n

\u0110i\u1ec1u quan tr\u1ecdng l\u00e0 khi t\u0103ng tr\u01b0\u1edfng, b\u1ea1n ph\u1ea3i duy tr\u00ec \u0111\u01b0\u1ee3c s\u1ef1 ki\u1ec3m so\u00e1t, t\u00ednh nh\u1ea5t qu\u00e1n c\u1ee7a quy tr\u00ecnh c\u0169ng nh\u01b0 ho\u00e0n to\u00e0n kh\u00f4ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn d\u1ecbch v\u1ee5 v\u1edbi kh\u00e1ch h\u00e0ng, n\u1ebfu kh\u00f4ng s\u1ed1 l\u01b0\u1ee3ng c\u1eeda h\u00e0ng \u0111\u00f3ng c\u1eeda ng\u00e0y c\u00e0ng t\u0103ng. B\u1ea1n ph\u1ea3i c\u00f3 k\u1ef7 lu\u1eadt \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o \u0111\u01b0\u1ee3c ch\u1ea5t l\u01b0\u1ee3ng.<\/p>\n

Ph\u1ea7n m\u1ec1m qu\u1ea3n l\u00fd qu\u00e1n c\u00e0 ph\u00ea SUNO.vn<\/a> gi\u00fap qu\u1ea3n l\u00fd qu\u00e1n c\u00e0 ph\u00ea m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n, hi\u1ec7u qu\u1ea3 v\u00e0 ti\u1ebft ki\u1ec7m.<\/p><\/blockquote>\n

(Theo Nh\u01b0\u1ee3ng quy\u1ec1n Vi\u1ec7t Nam)<\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

T\u1eeb m\u1ed9t c\u1eeda h\u00e0ng b\u00e1n c\u00e0 ph\u00ea rang xay, b\u00ed quy\u1ebft n\u00e0o l\u00e0m n\u00ean t\u01b0\u1ee3ng \u0111\u00e0i Starbucks h\u00f4m nay? C\u00f3 m\u1eb7t t\u1ea1i 63 qu\u1ed1c gia v\u1edbi 21.000 c\u1eeda h\u00e0ng, m\u1ed9t con s\u1ed1 huy\u1ec1n tho\u1ea1i m\u01a1 \u01b0\u1edbc \u0111\u1ed1i v\u1edbi b\u1ea5t k\u1ef3 nh\u00e0 b\u00e1n l\u1ebb n\u00e0o, Starbucks kh\u00f4ng ch\u1ec9 tr\u1edf th\u00e0nh bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a n\u01b0\u1edbc M\u1ef9, m\u00e0 […]\n","protected":false},"author":101023,"featured_media":3552,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[8,1],"tags":[],"yoast_head":"\nB\u00ed quy\u1ebft ph\u00e1t tri\u1ec3n chu\u1ed7i cafe Starbucks - SUNO.vn Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/suno.vn\/blog\/bi-quyet-phat-trien-chuoi-cafe-starbucks\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B\u00ed quy\u1ebft ph\u00e1t tri\u1ec3n chu\u1ed7i cafe Starbucks - SUNO.vn Blog\" \/>\n<meta property=\"og:description\" content=\"T\u1eeb m\u1ed9t c\u1eeda h\u00e0ng b\u00e1n c\u00e0 ph\u00ea rang xay, b\u00ed quy\u1ebft n\u00e0o l\u00e0m n\u00ean t\u01b0\u1ee3ng \u0111\u00e0i Starbucks h\u00f4m nay? 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