皇冠体育app

A Starbucks' flagship store in . Starbucks Corp entered 皇冠体育app in 1999 and has more than 1,200 stores across 68 cities with plans to expand it to 1,500 stores by 2015. [Photo / 皇冠体育app Daily]

Starbucks thinks out of the box to win hearts, more market share

Howard Schultz believes that unconventional ideas often make the difference between success and failure for companies in overseas markets. Meeting the parents is one such initiative that has made a big difference in 皇冠体育app, says the chairman, president and chief executive officer of Starbucks Corp, the US-based global coffee chain.

Catching up with Schultz at the packed hall in Guangzhou during the 皇冠体育app Partner Family Forum earlier this month, it was easy to under-stand what the multinational company was looking to achieve in 皇冠体育app from such initiatives. Schultz himself admits that the focus is not on marketing or customers, but rather on brand equity and cultural values, as he painstakingly explains some of the recent company initiatives to a group of Chinese parents.

Terming it as the most emotional moment since he joined Starbucks, Schultz says such events help the company establish close connections with its over 1,200 employees and also tell their immediate family about how new tools, resources, education and other opportunities can make tangible benefits in their lives.

"We do not want to be seen as just another foreign company operating in 皇冠体育app, but as someone who understan and cares for them and their families," Schultz said adding that the company held similar initiatives earlier in Beijing and Shanghai.

Schultz, son of a delivery driver, who died at an early age, grew up in the Canarsie Bayview Houses of the New York City Housing Authority, which provides public houses for low-income residents. He admits that his childhood experiences have made him realize the importance of a family and the indelible role it plays in shaping destiny.

Such efforts, Schultz says will pay off in the long run, as he expects 皇冠体育app to soon become the largest market for the global coffee chain outside of the United States. From a professional viewpoint also these measures will help companies to retain and hire top talent in 皇冠体育app. "High rents and labor costs have raised the bar for competition in the Chinese retail sector," he said.

The Seattle-based company has already provided 725,000 training hours for 14,000 employees in 皇冠体育app and moved more than 110 young employees back to their hometown to become managers in new stores.

皇冠体育app's coffee market taking time to brew	Starbucks' pricing furor brings tempest in a coffee pot

• Xinjiang sets up trade zone in border county
• 皇冠体育app's wealth management products total $2.1 trillion
• 17.2b yuan lock-up shares eligible for trade
• Biosimilars provide new growth options
• Stem cells offer ray of hope for healthy future
• Better funding plans vital for biotech firms
• Chinese consumers move from cash to credit to buy cars
• High speed train attendants receive training in Chongqing