BUSSPP 0200 1st Edition Lecture 1Outline of Last Lecture Outline of Current Lecture Evidence of Starbucks’ Success through: I. FinanceII.Market ShareIII. Advertising TrendsIV. CSRV. Human Resources Current LectureSuccess: I. general revenue/income: regardless of rate, revenue and income have grown substantially a. Revenue per dollar (income/revenue) has increased from about 4 cents to about 7 centsII. expansion has been massive a. defined the market both domestically and internationallyb. market share domestically and internationally has only expandedIII. only 1.5% spent on marketing, also expanded at their level before much social mediaIV. CSR – pioneers in their early reporting of sustainability, diversity, responsible supplyingc. paying more than market price for premium coffee to improve conditions of coffee farmersd. reasons: business reasons, reputation, some form of appropriate charity V. HR – wages, benefitsa. Strategically: set out to make coffee-drinking an experience (make a café a destination)b. Created an entire industry These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a
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