The entrepreneurial experience of Mr. Schultz, the founder of Starbucks;
Starbucks' retail products include more than 30 kinds of world-class coffee beans, hand-made espresso and various coffee hot and cold drinks, fresh and delicious cakes, as well as various coffee machines, coffee cups and other commodities. Starbucks has nearly 2 1300 branches all over North America, South America, Europe, the Middle East and the Pacific.
Schultz, founder of Starbucks, coffee king, 1954, howard schultz was born in Brooklyn, new york. Graduated from Northern Michigan University. 1975 joined xerox company and became 1982 manager of Starbucks marketing department and retail department.
Schultz (China) is an integrated marketing consulting organization established by IMC brand group Schultz Integrated Marketing Group in China. Headquartered in Guangzhou, and set up an office in Beijing. Schultz (China) brings together China elite brand integrated marketing consultants, who are close to the local market in China and rely on the international academic support and consulting team of Kellogg Business School, a marketing discipline. Integrated marketing spreads the scientific theory and systematic method of integrated marketing, provides real, systematic, scientific and effective integrated marketing strategy consulting services, and helps China enterprises to create brands.
Brief introduction to history
Founded in 197 1, Starbucks Coffee Company is the world's leading specialty coffee retailer, roaster and Starbucks brand. Its retail products include more than 30 kinds of world-class coffee beans, hand-made espresso and various coffee hot and cold drinks, fresh and delicious cakes, as well as various coffee machines, coffee cups and other commodities. From 65438 to 0987, Mr. howard schultz, the current chairman, bought Starbucks, leading the company to cross several milestones. 1In June, 1992, Starbucks successfully went public as the first professional coffee company, which quickly promoted the company's business growth and brand development. At present, the company has more than 65,438+02,000 coffee shops in 37 countries in North America, Latin America, Europe, the Middle East and the Pacific coast, with more than 65,438+065,438+07,000 employees. For a long time, the company has been committed to providing customers with the best quality coffee and service, creating a unique "Starbucks experience" and making Starbucks stores around the world a warm and comfortable "third living space" outside the workplace and residence. At the same time, the company constantly gives back to the society, improves the environment, and rewards the partners and farmers in the coffee producing areas through various activities that reflect corporate social responsibility. In view of Starbucks' unique corporate culture and philosophy, the company has been rated as "the most respected enterprise" by American Fortune magazine for many years.
Starbucks is optimistic about the huge potential of China market and is determined to develop in China for a long time. Since 1998 entered China, Starbucks has opened more than 430 stores in Greater China, including Hongkong, Taiwan Province and Macau, of which about 200 are in Chinese mainland. In September 2005, the company invested 40 million yuan to set up "Starbucks China Education Project", which was specially used to improve the education situation in China, especially to help teachers and students in poverty-stricken areas in the central and western regions. Among them, the first donation has cooperated with China Soong Ching Ling Foundation to carry out the "Western Gardeners Training Program".
At the end of 2005, Starbucks set up its China headquarters in Shanghai, which is mainly responsible for the strategic development, market development and operation of Starbucks in Greater China.
Starbucks coffee is very popular with students and urban white-collar workers in the United States and Canada. Besides coffee, Starbucks also provides tea (whether hot or cold), pies, cakes and so on. Some Starbucks stores are even located in supermarkets, bookstores and other local stores (Starbucks does not operate these supermarkets and bookstores). By February 2006, Starbucks had more than 9,000 chain stores all over the world, distributed in North America, Latin America, Europe, the Middle East and the Pacific Rim.
Yearbook of development
197 1 year, Starbucks set up its first store in Seattle Park Market and began to operate coffee bean business.
From 65438 to 0982, Mr. howard schultz joined Starbucks as the director of marketing and retail.
1987, Mr. Schultz bought Starbucks and opened the first shop selling drip coffee and espresso.
1992, Starbucks successfully listed on Nasdaq in new york, and entered a new stage of development.
In 2009, Starbucks launched instant coffee Via, which achieved global sales of $654.38 billion in just 654.38+00 months, and established more than 40,000 sales stores.
Starbucks has more than 13000 stores and 145000 partners (employees) in 39 countries around the world.
In the third fiscal quarter of July 3, 20001year, Starbucks earned $279 1 10,000, or 36 cents per share. The profit for the same period last year was $207.9 million, or 27 cents per share, including 2 cents per share for restructuring expenses.
The entrepreneurial experience of Mr. Schultz, the founder of Starbucks.
Starbucks, which was born in Seattle, USA, started from coffee beans. Since 1987 was formally established, it has never advertised, but in the past 20 years, it has become a giant coffee chain, and its rapid development legend has attracted worldwide attention. Starbucks not only vividly interprets the miracle of the ugly duckling turning into a white swan, but also hides a touching story behind it.
Family changes
The winter of 196 1 is so cold for Schultz. The father of the truck driver had a car accident and lost half his leg, which meant that the family lost its financial resources. At this time, the mother has been pregnant for seven months. As a result, the Schultz family's life is even worse. Every day on the dining table, there is only a little poor bread and bitter coffee that is hard to swallow. My father is an honest man. He was down and out all his life. He doesn't have his own house. His family lives in a low-rent house funded by the federal government in Brooklyn, new york. An accident took away his confidence and courage, and he drowned his sorrows by drinking every day and became an alcoholic. Schultz became his punching bag, and he would be beaten and scolded if he didn't listen.
Christmas gifts
Schultz 12 years old before Christmas, the family was still very poor. Father, call some children vampires and tell them to get out. The mother endured tears and asked Schultz to take her two siblings to play in the street. Schultz found a dazzling array of promotional items in front of a convenience store, and a jar of beautifully packaged coffee firmly attracted his attention. In an instant, a bold idea flashed through Schultz's mind. He asked his brothers and sisters to go home by themselves, and then quickly walked over and picked up the can of coffee and stuffed it into his cotton-padded clothes. Unfortunately, the shopkeeper just left. He shouted to catch a thief and rushed at Schultz. Schultz ran home in despair. At that moment, the boy's idea was simple. He doesn't want to hear his father complain about the bad coffee at the dinner table forever. He hopes to give this pot of coffee to his father as a Christmas present.
When Shuerjin handed the coffee to his father, his father gave him a puzzled look and then asked him what it was. He stammered that he found it at the intersection and wanted to give it to his father as a Christmas present. The drunk didn't ask any more questions, but gently touched his son's head and said, "Thank you, son!" " "
On Christmas Eve, when the family was drinking the coffee that Schultz "picked up" and enjoying the aroma they had never tasted before, the convenience store owner found it and asked him for the money for this expensive pot of coffee. What Schultz did was exposed. He stood shivering in the corner. He sneaked away while the shopkeeper was still at home. On Christmas Eve, Schultz wandered in the street. He was cold and hungry, crying as he walked, and finally fell asleep in the underground passage. Later, his mother found him and took him home. Of course, he still couldn't escape his father's beating.
This unforgettable Christmas Eve left Schultz with not the aroma of coffee, but the taste of pain. He vowed to work hard and one day he could afford the most delicious coffee. Since then, his fear of his father has turned into hatred, and they seldom talk to each other. In order to make his mother not work so hard, Schultz rides a bike to deliver newspapers early every morning, and then works in a small fast food restaurant after school. Some of those meager incomes will be searched by my father to buy drinks.
College career
In the days that followed, Schultz pulled hides for leather clothing manufacturers in the cold winter and processed yarns for the steam room of sports shoe stores in the hot summer. The odd jobs he played are always changing, but the contradiction with his father has never stopped. Stumbling like this, Schultz was admitted to the university with excellent results.
But the family was so poor that my father even sentenced Schultz to death for his future. He said, "When you graduate from high school, you should earn money to support your family and go to some stupid university. Don't waste your time. " Schultz was extremely sad and angry. He shouted at his father, "You have no right to decide my life. I will never be a truck driver like you. I don't even have a dream. I live a precarious and hopeless life. I am really sad and ashamed, you are my father! "
Just as Schultz was trying to prepare for college entrance fees, the wildcats of Northern Michigan University took a fancy to his rugby skills, so he won a scholarship from Northern Michigan University. Schultz packed his bags early in the morning and got on the train to Northern Michigan University alone. In order to save money, he hardly went home during school, but used every holiday to go out to work. He writes and calls his mother every month, but he never asks his father a word.
During his college years, Schultz realized that rugby was not his future direction, so he devoted all his energy to his studies. After obtaining a bachelor's degree in business, he entered the new york branch of the famous Xerox Company and became an excellent salesman. He made more than 50 sales calls every day for six months, running from 42nd Street to 48th Street and from Donghe Street to 50th Street in Manhattan, boarding every office building and knocking on every office door. He competed hard, just to prove to his father that the life he chose was right, and he would never waste his time. But these words, he never said to his father, because he felt that he could not communicate with his father.
Professional marriage
Three years later, Schultz received a considerable commission. He not only sent money to his mother, but also made an exception and chose a meaningful gift for his father, which was a box of excellent black coffee beans from Brazil. The incident caused by coffee in his youth is a shame that he will never forget in his life. He called home and spoke to his father for the first time. My father just responded faintly, and even sarcastically said, "You worked so hard at college that you could even afford coffee?" Schultz said rudely, "Yes, I have tried my best to prove that I can afford coffee and the life I want. And you, you'd better make yourself a cup of real black coffee with these Brazilian coffee beans and taste the bitterness. " In this way, the conversation between the two ended in discord again.
In order not to be looked down upon by his father, Schultz decided to make greater achievements to stimulate him. After that, he jumped ship and entered the American branch of Swedish kitchen plastic products company. Only after 10 months, the Swedish company appointed him as the general manager of the American branch with an annual salary of $75,000. By the age of 28, his achievements have far exceeded his original life plan. During this period, he fell in love with the smart and beautiful Shirley.
Schultz never mentioned his father to Shirley before talking about marriage. Every time Shirley listens to him talk about his family, he just talks about his mother, brother and sister, as if his father didn't exist. On one occasion, she asked Schultz curiously, "Where's your father? What does he do? " Schultz froze, and his father was like a shadow in his heart. He mumbled to Shirley, "My father died a long time ago." He doesn't want to admit that he has an alcoholic father in front of his beloved girlfriend.
Father's death
One day at the beginning of 1982, Schultz received a phone call from his mother. She said that her father missed him very much and hoped that he could go back and have a look. Schultz never imagined that his father would say that he missed himself one day, and there happened to be a big client who needed him to negotiate, so he refused his mother's request.
A week later, Schultz hurried back to his old house in Brooklyn, but he didn't see his father. He died a week ago. The day after his mother called him, his father died of cerebral hemorrhage, perhaps because of an inexplicable premonition and worry before his death. The day before his death, my father suddenly told my mother that he wanted to see his son Schultz very much, but this last wish did not come true.
Schultz's heart was occupied by great sadness. He hopes that they can fight again as they did 20 years ago. He hated himself for cursing his father If time could be repeated, how much he wanted to be with his father. But now, even the father's beating and cursing have become precious memories, and will never come again.
A few days later, Schultz helped his mother sort out his father's belongings and saw a wooden box left by his father, which contained a rusty coffee bucket. Schultz recognized it at a glance. It was a Christmas present he stole for his father when he was twelve years old. The past came to him and he was crying. Then he suddenly found a line engraved on the lid, written by his father: a gift from his son, Christmas 1965. Schultz's nose is sour. He didn't expect his father to cherish it so much. He found what was still in the coffee bucket. He opened it and found it was a crumpled piece of writing paper. The date should have been written when his father insisted on going to college. My father wrote in the letter: "Dear son, as a father, I really failed. I didn't give you a good living environment, and you can't go to college. I'm really a clown like you said. But son, I have my own dreams, too. My biggest wish is to own a coffee shop, put on clean clothes and leisurely grind and brew a cup of fragrant coffee for you. However, this wish cannot be realized. I hope you can have such happiness, son. But I don't know how to make you understand my heart. It seems that only beating and cursing can make you notice me as a father. ...
Fulfill one's wish
With his father gone, Schultz felt that a part of his life had been taken away. Then Shirley encouraged him and said, "Since your father's wish is to own a coffee shop, let's fulfill his unfinished wish for him." Schultz's heart moved, yes, living like coffee, isn't that what their father and son are trying to pursue?
Coincidentally, at this moment, he saw an advertisement that a small coffee retailer in Seattle wanted to transfer its store. As a result, Schultz resolutely resigned from his post with an annual salary of $75,000 and took over the small company, turning it into a dark green coffee shop, selling coffee beans to restaurants and other coffee shops in Seattle. In the future, the world-famous Starbucks was born.