首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
A Threat to the Starbucks Brand Starbucks founder and Chairman Howard Schultz has a challenge for his ever-expanding coffee
A Threat to the Starbucks Brand Starbucks founder and Chairman Howard Schultz has a challenge for his ever-expanding coffee
admin
2018-08-12
38
问题
A Threat to the Starbucks Brand
Starbucks founder and Chairman Howard Schultz has a challenge for his ever-expanding coffee empire. Schultz sees a threat to his brand, a problem that could impact on everything that has made Starbucks the great American success and growth story it is, and tonight we are taking an in-depth look at this amazing turn of events.
The letter by Schultz came in the form of a memo to Starbucks gossip blogger Jim Romenesko’s email box on Wednesday. That’s a week after Schultz wrote notes to top executives. Romenesko said he read it yesterday, believed the note was real and posted it on his website. The Wall Street Journal confirmed this afternoon that it was in fact genuine.
In the memo, Schultz says he worries about what he calls the commoditization of the brand as a result of the company’s massive expansion over the past decade, as well as the decisions company officials have made that have watered down the ideal coffee experience. Many of these decisions were probably right at the time, Schultz writes, and on their own merit would not have created the dilution of the Starbuck’s coffee experience, but in this case, the sum is much greater and unfortunately much more damaging than the individual pieces. Schultz was more specifically pointing out the effect of rapid growth on store architecture and ambiance.
One of the results has been stores that no longer have the soul of the past and reflect a chain of stores vs. the warm feeling of an independent neighborhood store. All these, Schultz concludes, could lead to loss of market share for the world’s largest multinational chain of coffee stores. While the current state of affairs is for the most part self-induced, it has led to competitors of all kinds, small and large coffee companies, fast food operators and mom-and-pop stores to position themselves in a way that creates awareness, trial and a test of loyalty of those people who previously have been Starbucks’ customers. This must be stopped.
Despite the release of the memo, the stock hardly moved on the day. The story was broadcast at 1:23 pm eastern time, shares dropping a mere 17 cents from that point, closing at $32. 75. Perhaps that was an admission of the fact that most of what Schultz was saying was already obvious. Many customers we talked to today already knew this.
It has lost a little of its romance.
It’s not the way it was in the beginning.
It’s not an experience at all; it’s like McDonald’s.
Some close watchers of the Starbucks brand think the memo’s reaching the public is a good thing for investors and customers.
Now there is a debate as to whether Starbucks wanted to leak this memo. Some people believe that the release of the memo makes Starbucks look more human and original; still there are others that say that the memo would have been more convincing if it were meant to be released.
选项
答案
星巴克品牌遭遇威胁 星巴克创始人、总裁霍华德-舒尔兹日益扩张的咖啡帝国正受到挑战。舒尔兹看到了对星巴克品牌的威胁。星巴克从成长到成功,因素有很多,但如今的威胁可能改变这一切。今晚,我们将深度剖析一些影响公司走势的重大事件。 舒尔兹以备忘录形式写的信周三出现在星巴克闲话博客人吉姆-罗门内斯克的邮箱中。而在此一周前,舒尔兹才给高层管理人员寄出这份备忘录。罗门内斯克说他是昨日才看到了这封信,认为该信并非杜撰,所以将信贴到了个人网站上。今天下午,《华尔街日报》也肯定了这封信的真实性。 舒尔兹在备忘录里说,公司在过去十年大规模扩张引起了品牌的过度商业化,而决策层又作出种种决定,冲淡了咖啡的理想氛围,这些都让他忧心忡忡。舒尔兹谈到,决策层作的许多决定在当时或许是正确的,这些决定本身并不会起到任何冲淡原有星巴克氛围的作用,但事实是,这样的决定实在太多,合起来的杀伤力远比任何一个都要大。舒尔兹更明确地指出了迅速扩张对店铺架构和咖啡氛围的负面影响。 后果之一就是,星巴克失去了以往的精气神,变成了千篇一律的连锁店,而没有了街边那种独此一家的温馨感受。舒尔兹认为,星巴克作为全球最大跨国连锁咖啡店,必将失去一些市场份额。这种局面很大程度上是星巴克自己一手造成的,而形形色色的同行,大大小小的咖啡店,快餐店,甚至夫妻店都插足进来,试图让星巴克顾客意识到星巴克的弱点,动摇他们对星巴克忠实的支持。这是万万不可再继续下去的。 尽管备忘录曝光了,但星巴克股票价格当天并未有太大的波动。东部时间下午1点23分这则新闻播出后,星巴克股票小幅下滑17美分,以32.75美元收盘。或许,股市反应不大证明了舒尔兹所说的大家早已了然于心。我们今天采访到的很多顾客对此早已有所了解。 星巴克失去了一点浪漫的氛围。 星巴克和创始初期不一样了。 星巴克不再是一种体验;和麦当劳没什么两样了。 一些密切关注星巴克品牌的人士认为备忘录的公布对于投资者和顾客都是个好消息。 当前人们在争论星巴克是否真想泄露备忘录。有人认为公布备忘录使星巴克更加人性化,更加本真。但也有人认为如果制定备忘录的初衷就是向大众公布的话,它的可信程度无疑会更高。
解析
转载请注明原文地址:https://jikaoti.com/ti/mJcYFFFM
本试题收录于:
CATTI三级笔译实务题库翻译专业资格(CATTI)分类
0
CATTI三级笔译实务
翻译专业资格(CATTI)
相关试题推荐
WhatrulesapplytotakingdifferentobjectstotheCentre?Writethecorrectletter,A,BorC,nexttoQuestions16-20.AYo
Harry’sHireCompanyExampleHirefor:birthdaypartyEquipmentHire:Dayanddateofevent:【L1】________NovemberNumber
PersonalDetailsFamilyname:PetersAddress:7【L4】_______Crescent,MountLawleyPhonenumber:
cheaper本题询问该维修工的优点。空格后有一个than,推测空格处应填入一个比较级。录音原文中指出该维修工收费比别人便宜(cheaper…thanotherpeople),因此空格处应填入cheaper。
NASAhadvariousprogramsleadinguptoandincludingitssuccessfullandingontheMoon.Completethetablebymatchingtheapp
Whichaspectofcolonialprintingdoesthepassagemainlydiscuss?Theword"they"inline17refersto
北京上周宣布人民币不再盯住美元,给全球货币、债券和商品市场带来冲击波。北京新的影响力由此清晰可见。通过购买国库券,中国向美国消费者和政府提供着廉价资金。如果人民币转而盯住一篮子货币导致中国减持美元资产,那么美国的债券收益率可能就会上升。美国的中国
环境恶化人类有史以来不断改变自然环境,以改善自己的生活方式。人类借助技术工具改变了地球的许多自然特征。他将林地和草原改造成为农田,使江河变成湖泊和水库,用于灌溉或用于水力发电。人类还通过给沼泽地排水、凿石劈山、修建公路和铁路等方式,改变了地球的面
由于在培养新的经济增长点方面发挥了富有成效的作用,企业孵化这种形式在全世界范围内得到了较快的发展。
随机试题
结核化学药物预防对象不包括
唾液中的主要无机成分是
以下关于肝脏触诊手法正确的说法有
室间隔缺损的血流动力学改变,首先引起
1995年3月,某乡人民政府批准了A村村民吴某建房四间,占地100平方米的申请(附有房屋的四至样图)。一个月后,当吴某划线动工建房之时,其邻居王某发现吴某侵占本属自己的宅基地3平方米,吴某以乡人民政府有批件为由拒绝让步,二人遂发生争执。王某对乡政府的批准行
在剩余法估价中,房地产的开发费、专业费在建筑竣工后的销售期内应按()计息。
超前锚杆、小导管支护宜与()钢拱架配合使用,沿开挖轮廓线,以一定的外插角,向开挖面前方设置。
能够用于衡量通货膨胀的常用指标是()。Ⅰ.恩格尔系数Ⅱ.GNP平减指数Ⅲ.生产者物价指数Ⅳ.零售物价指数
42,195
A、Iknow.B、Isee.C、You’rewelcome.D、Ourteam.D本题询问的是“彼得,你能告诉我足球赛谁赢了吗?”选项A、B、C都不是对这一问题的正面回答,只有选项D“我们队赢了”是最合适的,故选D。
最新回复
(
0
)