Starbucks and Coffee
The
term black gold is typically used to
describe oil. However, this term is also apropos
for the coffee shops created by Howard Schultz, the
chief executive of Starbucks.
While traveling in Italy in 1983, Schultz became
excited over the coffee bar culture there. He was
very enthusiastic about the growth prospects
in the United States since Milan, a city about th
size of Philadelphia, supported 1,500 espresso bars.
Schultz was able to convince his Starbucks bosses to sell espresso at a new store in Seattle in 1984. However, they were reluctant to move into the prepared coffee business. As a result, Schultz began his own coffee-bar operation in 1985.
Today, Starbucks serves 20 million people a week through its thousands of outlets. Each year, it adds as many as 1,000 new stores all over the globe. Since it went public in 1992, Starbucks' sales have increased 20 per year and profits an average of 30 percent per year. The Starbucks brand is also one of the fastest growing global brands according to a recent Business Week survey.
Retailing analysts believe that Starbucks competitive advantages are based on the firm's superior training programs, employee stock option programs, and health and benefits packages (even for part-time employees), as well as the superiority of its coffee blends. This means that Starbucks' stores are generally better operated, have a better atmosphere, and have a warmer feeling than many competitors.
the translation of the words and phrases in bahasa Indonesia
term: istilah
apropos: menyangkut/ ada hubungannya dengan
growth prospects: prospek pertumbuhan
recent: terkini
global brand: merek dunia
competitive advantage: keunggulan kompetitif
coffee blends: campuran-campuran kopi
translation in Indonesian language: Starbuks dan Kopi
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