Thirty years ago, Starbucks was a s

Thirty years ago, Starbucks was a single store in Seattle Pike Place Market selling coffee. To premium-roasted day it is a global roaster and retailer of coffee with some 16,700 stores, 40 percent of which are in 50 countries outside of the United States. Starbucks set out on its current course in the 1980s when the company's director of marketing, Howard Schultz, came back from a trip to Italy enchanted with the Italian coffeehouse experience Schultz, who later became CEO, persuaded the compa ny's owners to experiment with the coffeehouse format the Starbucks experience was born. The strategy was to sell the company's own premium roasted coffee and freshly brewed espresso-style coffee beverages, along with a variety of pastrics, coffee accessories, teas, and other products, in a tastefully designed coffeehouse setting. The company focused on selling "a third place experience," rather than just the coffee. The formula led to spectacular success in the United States. where Starbucks went frorn obscurity to one of the best known brands in the country in a decade. Thanks to Starbucks, coffee stores became places for relaxation, chatting with friends, reading the newspaper, holding business meet- ings, or (more recently) browsing the web.
In 1995, with 700 stores across the United States, Starbucks began exploring foreign opportunities. The r first target market was Japan. The company established o a joint venture with a local retailer, Sazaby Inc. Each company held a 50 percent stake in the venture, Star bucks Coffee of Japan. Starbucks initially invested $10 e million in this venture, its first foreign direct invest e ment. The Starbucks format was then licensed to the adventure, which was charged with taking over responsis, bility for growing Starbucks' presence in Japan

Kết quả (Việt) 1:

Thirty years ago, Starbucks was a single store in Seattle Pike Place Market selling coffee. To premium-roasted day it is a global roaster and retailer of coffee with some 16,700 stores, 40 percent of which are in 50 countries outside of the United States. Starbucks set out on its current course in the 1980s when the company's director of marketing, Howard Schultz, came back from a trip to Italy enchanted with the Italian coffeehouse experience Schultz, who later became CEO, persuaded the compa ny's owners to experiment with the coffeehouse format the Starbucks experience was born. The strategy was to sell the company's own premium roasted coffee and freshly brewed espresso-style coffee beverages, along with a variety of pastrics, coffee accessories, teas, and other products, in a tastefully designed coffeehouse setting. The company focused on selling "a third place experience," rather than just the coffee. The formula led to spectacular success in the United States. where Starbucks went frorn obscurity to one of the best known brands in the country in a decade. Thanks to Starbucks, coffee stores became places for relaxation, chatting with friends, reading the newspaper, holding business meet- ings, or (more recently) browsing the web. Năm 1995, với 700 cửa hàng trên khắp Hoa Kỳ, Starbucks bắt đầu khám phá nước ngoài cơ hội. Thị trường mục tiêu đầu tiên của r là Nhật bản. Công ty thành lập o một liên doanh với một nhà bán lẻ địa phương, Sazaby Inc Mỗi công ty tổ chức 50 phần trăm cổ phần của các liên doanh, sao bucks cà phê của Nhật bản. Starbucks ban đầu vốn đầu tư $10 e triệu trong liên doanh này, đầu tư trực tiếp nước ngoài đầu tiên của nó e ment. Định dạng Starbucks đã sau đó được cấp phép để cuộc phiêu lưu, mà đã được tính phí với chiếm responsis, bility để phát triển sự hiện diện Starbucks' tại Nhật bản