Taaso "Starbucks" ee Ruush

Horumarinta iyo kor u qaadidda a brand shirkadaha la garan karo - ku dhawaad hawsha ugu muhiimsan ee ganacsade ah laylis ama ganacsadaha ayaa hore u dhacay, ayaa ka fikiraya inuu fikrad ganacsi oo cusub. Laakiin waxaa jira hab kale, kaas oo u ogolaanaya in aad ganacsi la garan karo - isticmaalka hadda jira, la xaqiijiyay sanadihii la soo dhaafay brand ah. Franchising ama taaso, macno - iibka ka milkiilaha oo ka mid ah shirkadaha caanka ah iyo dhaqaale lagu qabtay xuquuqda in ay ganacsi la sameyso uu summad. The benefits of macaamilka noocan oo kale ah lama quudhsan karin. Wada jir ah ula iibsadaha brand ah (Franchising) waxaa laftiisa xaq istaraatijiyad horumarinta, image ganacsi la garan karo, iyo, marka ay timaado in shirkadaha, dhaqaalaha, cuntada ka dibna ku tilmaamay.

Hogaamiyaha oo ugu dhaqso ah bixinaya laftiisa for shayga of taaso ah waxaa si balaadhan looga aqoonsan yahay ganacsiga makhaayadda. Inta badan oo ka mid ah "kooxda" cuntada ay raalli ka ganacsan taaso ah, dabcan, ku xiran waafaqsan adag leh dhammaan shuruudaha heshiiska liisanka.

Si kastaba ha ahaatee, kuwa qorsheeyo iskaashiga sida la si fiican u yaqaan shirkadda American Starbucks in Russia ay wajihi karaan dhibaatooyin qaar ka mid ah. Waa maxay sababta iyo sida aan noqon kartaa Franchising ah brand halyeeyga?

About shirkadda

Mid ka mid ah noocyada ugu guulaha badan ee Mareykanka ku nool, silsilad dukaan kafeega "Starbucks", caan guriga iyo adduunka oo dhan, aan wax badan ka liita makhaayadaha, "McDonald ayaa". Raaxo leh "guriga" jawi hay'adaha, tayo sare leh ee alaabta bixiyeen, dhaweeyo fikradahooda wax macaamil iyo menu kala duwan - kuwani waa sifooyinka uu ka samaysan yahay kafeega "Starbucks" waa in baahida weyn. Visitors "Starbucks" inta badan waxaa suurtagal ah in ay la kulmaan dad caan ah iyo war abuurashadoodii muhiimka ah ee shirkadda - koob shirkadaha cabitaanka kulul waxa uu noqday sifo ah movies badan Hollywood iyo taxanaha TV.

Taariikhda brand ka dukaan yar in ay calaamad u ah America

Taariikhda silsiladda coffeehouse halyeeyga bilaabay in 1971 la dukaanka, oo la furey bishii Seattle saddex dhallinyaro ah Americans. Isla mar ahaantaana, ganacsatada ayaa la timaado logo ah oo hadda loo yaqaan dunida oo dhan - gabareeymaanyo stylized ama seeriga ku saabsan asalka ah oo cagaar ah.

Point ee sale, takhasusay iibka miraha bunka iyo mashiinka qaxwaha gaar ah, marka hore ma ahaa mid aad u caan ah oo leh dadka deegaanka. Taasi oo dhan bedelay markii maamulaha dukaanka yimid Govard Shults - nin ganacsade ah, kaasoo sameeyey a "Starbucks" sida uu yahay maanta. Waxa uu ahaa kii la soo jeediyey fikrad cusub oo ah "Starbucks" - iibinta kafeega ee koobka markii ugu horeysay oo dalka Mareykanka ah. Sidoo kale ka dib, markii uu ahaa milkiilaha cusub ee shabakadda "Starbucks 'Schultz abuurtay si ay jaangooyo dugsiyada oo dhan.

Noocan oo kale ah "Starbucks" dhaqmayso siyaasadda ilaa iyo haatan. hay'adaha hoos logo this mar walba leydin jawi gudaha iyo raaxo leh oo ka mid ah guryaha kafeega marka hore, ciyaaro music isla, complimentary Wi-Fi, shaqaalaha edeb iyo saaxiibtinimo, iyo cabitaannada oo dhan iyo cuntada si joogto ah waa tayo sare leh. Tani waxay sidoo kale khuseysaa dukaan kafeega meesha taaso ah "Starbucks", eegin dalka halkaasoo ay hay'adda waxa uu ku yaalaa.

In, ka kafeega la'aantiis, waxaad ka iibsan kartaa in dukaan kafeega ah "Starbucks"

Goobaha Cagaar ah "Starbucks 'logo dalab martida ma aha oo kaliya fasalka-koowaad koobka kafeega. menu kafeega waxay leedahay xulashada badan oo shah iyo tiro balaadhan oo ah macmacaan, kulul oo appetizers qabow. "Set A caadiga ah ee" menu American ka mid ah ismaris, doolshe, dubo, formaajaha, cookies, cabitaannada fudud. kafeega Dibadda "Starbucks" taaso kaas oo ay bixiyaan shirkadda American, buuxi liiska this suxuunta degaanka ee dalka halkaasoo ay hay'adda waxa uu ku yaalaa.

item A gooni ah oo dakhli - qadiin kafeega. Iyadoo logo "Starbucks" waxa laga iibsan karaa war abuurashadoodii ugu weyn ee shirkadda this - Giraanta caag ah koobka la cabitaan kulul, iyo Eebey u kala duwan: suldada, koobabka, u saftay iyo in ka badan.

Franchising "Starbucks" ka baxsan Maraykanka

Bilowgiiba: "Starbucks" - mid ka mid ah shirkadaha kuwa yidhi, iyagu ma ay iibiso taaso ah, macluumaadkan waa xitaa website-ka rasmiga ah ee network ee guryaha bunka. Si kastaba ha ahaatee, dhammaan hay'adaha "Starbucks", ee ka hawlgala in ka badan 60 dal oo dunida ah, oo ku saabsan 60% aadan si toos ah shirkadda American iska leh, oo ka hawl ah oo ka hooseeya "Heshiiska liisanka", taas oo ay xaq u leedahay in ay isticmaalaan leeyihiin summad iyo technology.

In Europe, sidoo kale dalkiisa ee shirkadda, guryaha bunka xirna, "Starbucks", in mabda, ma heli karaa qof walba. Expansion ee shabakadda halkan waa keliya ay sabab u tahay helitaanka xafiiska ugu weyn ee shabakadda jira maqaayado yar yar iyo makhaayadaha.

Waa maxay sababta la kaashanaya shirkadda "Starbucks"

In kasta oo xaqiiqda ah in si loo gaaro a shirkadda taaso "Starbucks" - hawl aad u adag, codsadayaasha wada shaqaynta ee shirkadda weli wax badan. Tani waa sababta ugu weynina soo jiidashada badan ee brand ee dadweynaha, muddo bulshsada gaaban ee maalgelinta iyo dukaamada online sumcad wanaagsan. Ka sokow inay awoodaan in la furo dukaan kafeega ah hoos shopping caanka ah "Starbucks" brand, taaso ka mid ah shirkadda this siinayaa la-hawlgalayaasheeda ay tiro ka mid ah faa'iidooyinka:

• cuntada cabniinka qaaska ah, appetizers kulul iyo qabow iyo macmacaan,

• helaan tiro balaadhan oo ah shabakad "Starbucks,

• fursad, isagoo la tashanaya shirkadda, in la dhamaystiro ka menu cunnada qaranka dhaqanka;

• taageero iyo talo tababarka shaqaalaha;

• talooyin ku saabsan qalabaynta hay'adaha, sida ay heerarka guud ahaan la aqbalay;

• talo ku saabsan abuuro jawi raaxo ah, asalka ah ee dhammaan hay'adaha "Starbucks": music, adeegga, iyadoo kooxda martida ah iyo wixii la shaqeeyaan.

Guryoqaxeedka "Starbucks" ee Ruush

taaso ugu horreeya "Starbucks" muuqday xad dhawaan, in Russia, sanadkii 2007. Muddo dheer caasimada Ruush ahayd magaalada keliya ee meesha aad booqan kartaa dukaan kafeega ah, ka shaqeeya liisanka shabakad. Oo ilaa maanta in lagu gabagabeeyo heshiis liisan shaqo Russia waa badan ka adag tahay in dalal kale oo badan. Sababta tani taxadar iyo xataa nacayb ganacsiga Ruush by shirkadda "Starbucks" ma qarin - ah ee astaanta ah ee dalkeenna waxaa ka hormarey tijaabo ah oo cod weyn ee shirkadda American leh shirkadda Ruush, si fudud u yeelaan 2004 kafeega summad ah.

dhib ugu muhiimsan waa in habka guud ee sida loo helo taaso ah "Starbucks" dalka reer Russia, iyo sidoo kale qiimaha hal, weli ma jiraan. Codsi kastaa waxaa loo arkaa qof qof, wadahadalo ku saabsan qadarka macaamilada la codsadaha sitoos ah u fuliso.

Si aad u noqoto a musharax Franchising ka Russia yeelan doonaan in ay si toos ah ula wakiillada shirkadda la xiriir, taasoo ka dhigeysa website-ka rasmiga ah ee "Starbucks" codsiga on Ingiriisi ah ugu xiran. In codsiga, marka lagu daro diyaarinta ah in ay iskaashi oo u hoggaansamaan shuruudaha oo dhan ee liisanka, waa in aad caddee aad xogta, xiriirada, magacaaga shirkadda (haddii ay khuseyso), ku tilmaami guulahaaga oo duurka ku ah ganacsiga iyo fursadaha dhaqaale la joogo.

Shuruudaha for "Starbucks" iskaashi

silsilad guriga Coffee ay xumme tahay iyaga u gaar ah sumcad ganacsi. dalabaadka sare ee loo sameeyay in ay dukaamada qaxwada iyaga u gaar ah, iyo in hay'adaha taas oo uu bixiyo "Starbucks" taaso. Shuruudaha Yimaadeen by shirkadda kasta oo wareegayaasha oo dhan, qof muuqan kara karana. Sidaas daraaddeed, si aad u hesho taaso ah adigoo buuxinaya shuruudaha soo socda:

• Codsaduhu waa inuu hantidaan meel ku haboon, aan ka yarayn 60 sq. mitir, degmada noole ah magaalo weyn, oo albaabbada ag yaalaan koonfureed ama bari dhanka. Halkan, doorashada waxaa la siiyaa dhismaha xarumaha bulsho oo muhiim ah - saldhigga tareenka, garoonka diyaaradaha, jaamacadaha, isbitaalada iyo dheeraad ah.

• Joogitaanka lacagta adag ee lacag oo lacag la'aan ah.

• Fursadaha iskaashiga si weyn u kordhin doonaa, in codsadaha horay u leeyihiin waayo-aragnimo ganacsi. Tusaale ahaan, si guul ah soo koraya ay ganacsi u gaar ah.

• Midkii kowaad wuxuu u dalabyada dadka ka si fiican u yaqaan oo ayaa lagu guuleystey.

Laakiin xitaa haddii taaso la ansixiyey iyo shirkadda bilaabay in ay shaqeeyaan, shirkadda haysaa socodka adag oo joogta ah hirgelinta shuruudaha, tayada alaabta iyo adeegyada. In la aqoonsado non-waafaqsan heerarka oo dhan guryaha bunka, taaso ah "Starbucks" waxaa laga yaabaa in si fiican la noqday.

Imisa network taaso oo ah guryaha kafeega ah, "Starbucks"

Muuqaal kale oo iskaashi la network this of dukaamada in taaso "Starbucks" waxay u baahan tahay maalgashi si cadaalad ah oo adag. Sida laga soo xigtay ku takhasusay, dhismaha iyo decoration hal mitir laba jibaaran oo ah kafee ku kici doonaa $ 2 kun. "Share libaax ee" qiimaha sare, dabcan, aado iibka qalabka lagama maarmaanka ah iyo xarumaha gudaha. In tiro la mid ah ka mid ah kharashka gadashada alaabta, kaas oo lagu yaqaan, waa in ay tayo ku haboon.

Sidaas darteed, haddii aanu xisaabino caasimada hore, oo waxay yeelan doonaan in ay maal-abaabulka iyo qabanqaabada kafeega, oo lacag la'aan ah ee qolka, waxa la odhan karaa in taaso ah "Starbucks" ee Russia ku kici doona 150 180 kun oo doolar.

Sidee faa'iido tahay maalgelinta ee caasimadda? Sida ay waayo-aragnimo kafeega "Starbucks" ka, ee dalka iyo St. Petersburg, waxaannu ku tirinnaa karaa in kharashka oo dhan si buuxda u magdhawo suubban ee uu heerarka xilliga ganacsiga - oo ku saabsan laba sano oo shaqo ah.