Motley Fool yashinzwe mu 1993 n’abavandimwe Tom na David Gardner, yafashije abantu babarirwa muri za miriyoni kugera ku bwisanzure bw’amafaranga binyuze ku rubuga rwacu, podcast, ibitabo, inkingi z’ibinyamakuru, amaradiyo na serivisi zishoramari bihebuje.
Motley Fool yashinzwe mu 1993 n’abavandimwe Tom na David Gardner, yafashije abantu babarirwa muri za miriyoni kugera ku bwisanzure bw’amafaranga binyuze ku rubuga rwacu, podcast, ibitabo, inkingi z’ibinyamakuru, amaradiyo na serivisi zishoramari bihebuje.
Urimo usoma ingingo yubuntu ibitekerezo byayo birashobora gutandukana nibya serivise ishoramari ya Motley Fool.Injira muri Motley Fool uyumunsi hanyuma uhite ubona inama zisesengura hejuru, ubushakashatsi bwimbitse, umutungo wishoramari nibindi.Wige byinshi
Starbucks (SBUX -0,70%) ikomeje kwiyongera kuva ihagarikwa ry’icyorezo, ibimenyetso byose byerekana ko bizakomeza kwiyongera ku batanga ikawa ku isi.Aha niho ibigo rimwe na rimwe bigira ubunebwe.Bakoze akazi kambere, none igihe kirageze cyo gusarura ibihembo.
Ariko ibigo byatsinze cyane birazi ko inzira zihinduka vuba, kandi guteganya ibishobora kugufasha gukomeza imbere yaya marushanwa.Niyo mpamvu abayobozi akenshi bagabanya ubukana bwibigo byabo, bikaba bitari ngombwa mumuryango wagutse ufite ibice byinshi byimuka.
Howard Schultz, umuyobozi mukuru w'agateganyo wa Starbucks, ni umuhanga muri ibi.Amaze kuyobora isosiyete kuva 1987 kugeza 2000, yagarutse nk'umuyobozi mukuru mu 2008 ubwo isosiyete yerekanaga impungenge ko idahinduye kugirango ihuze ibyifuzo mugihe cyubukungu bwifashe nabi.Yasezeye muri 2017 ariko agaruka mu cyiciro cya gatatu mu 2022 ahita amenya uburyo sosiyete ikeneye kwisubiraho.
Mu nama yahamagaye Q1 mu ntangiriro zuku kwezi, yasohoye teaser aho yabwiye abari bateraniye aho ko "yavumbuye icyiciro gishya kandi gihinduka kuri sosiyete bitandukanye n’ibintu byose yigeze ahura nabyo" nyuma yukuntu Starbucks yataye ibicuruzwa mu cyumweru gishize.Iyi ni "impinduka" nyayo kuri sosiyete?
Ku wa kabiri, 21 Gashyantare, Starbucks yatangaje itangazo rikomeye, maze biba amavuta ya elayo.Starbucks yita umurongo mushya wibinyobwa Oleato.Ibicuruzwa bitanu bihebuje, bishyushye nubukonje, bizaboneka mububiko bwa Starbucks mumezi make ari imbere.
Biragaragara, kongeramo ikiyiko cyamavuta ya elayo kumakawa yawe ya mugitondo ntabwo bizakora.Abategura ibinyobwa muri Starbucks bazanye uburyo nyabwo bwo kongeramo amavuta ya elayo meza yikawa nziza.Amy Dilger uyobora ibinyobwa muri Starbucks yagize ati: "Kwinjiza ni ngombwa rwose."
Uyu murongo mushya unyibukije RH kugerageza kwinezeza.Schultz yerekanye icyegeranyo, cyarimo na videwo zerekana imideli, mu ifunguro ry’ibyamamare mu cyumweru cy’imyambarire ya Milan.Birasa nkaho hari inzira nshya kubigo kugirango bahuze umurongo hagati yibicuruzwa batanga nuburambe batanga.
Starbucks yakoresheje amakuru atandukanye yo mu rwego rwo hejuru kugira ngo itangize imurikagurisha, isobanura ibiti by’imyelayo byatoranijwe muri Sisile, harimo ibidukikije bidasanzwe by’ibidukikije, ubuhinzi n’ahantu ho gukura, hamwe n’ibishyimbo by’ikawa bya Arabiya byiza byakoreshejwe.Nkuko biryoshye nkuko bimeze, hariho ibirango byinshi birimo.
Hagati aho, Schultz yagiye agaragaza kenshi ko igitekerezo cya Starbucks cyavuye mu rugendo mu Butaliyani mu 1983, kandi ko na we ubwe yatewe inkunga n'urugendo mu Butaliyani muri ubwo buryo.Sentimental, yego, birenze ibyo?Reka dutegereze turebe.
Ibintu byinshi byagenze neza muri Starbucks vuba aha, kandi ntabwo arikintu gishya.Urunigi rwamazu yikawa yabanje gufata umugabane wisoko, hafi ya yose yishyiriraho isoko ryarwo, rimaze kuba inganda zingana na miliyari.Ubutaha bwakurikiyeho kwari ukuba "umwanya wa gatatu" aho abantu bashoboraga gusabana hanze yakazi cyangwa murugo.Noneho yinjiye mubyiciro bikurikira byiterambere byibanze kumyaka ya digitale, itanga uburyo bworoshye bwo guhaha hamwe nuburyo bwo gutegura ibinyobwa.
Ingamba zabafatanyabikorwa benshi zitangirana nuburyo butandukanye bwo gutumiza ibyuma bya digitale, kwimukira muburyo bwububiko bwa digitale, harimo ububiko bwo gutwara, hamwe no kurushaho kunoza ibikoresho bya serivisi byihuse.Itangizwa ryumurongo wibinyobwa bitandukanye rwose bihuye nimpinduka nshya ya Starbucks.
Schultz ashobora kuba umuntu ukwiye kuriyi nzibacyuho iheruka, ariko ku ya 1 Mata azashyikiriza Laxman Narasimhan umuyobozi mukuru.Lult yabaye “umuyobozi mushya” kuva mu Kwakira, nk'uko Schultz abitangaza, kandi mu buryo butangaje yacecetse mu mezi ye ya mbere yari afite ku kazi.Hura Starbucks.Schultz arimo kwitegura icyiciro gikurikira, kandi tuzamenya ubuyobozi bushya bwo hejuru mbere yo guhamagara ubutaha.
Abanyamigabane bagomba guhora bashakisha ibicuruzwa bishya n'amatangazo yisosiyete, cyane cyane iyo ubuyobozi bubabonye nkikintu gikomeye gikurikira.Urebye neza, ibi biratwereka aho isosiyete igana murwego rwo kwisubiraho.Ibi nibyingenzi kubyumva nkumunyamigabane cyangwa mugihe uteganya kugura imigabane.Ariko nubwo nta mpinduka nini nini, abashoramari barashobora kumva bizeye amahirwe ya Starbucks.
Mubisanzwe, ndabona ibi ari intambwe nziza nkuko abwira abashoramari ko yiteguye gutekereza hanze yagasanduku no gufata ibyago hamwe nikintu gitinyutse.Tugarutse ku gitekerezo cy'uko nta sosiyete yatsinze igenda ishingiye ku ntego zayo, itubwira ko nubwo ingano n'amateka yayo, Starbucks ikomeje kwibanda ku guhanga udushya no gutera imbere.Ntitaye kubyavuye muri rotout, ndashimye Starbucks kuba yazamuye umukino wabo.
Jennifer Cybil nta mwanya afite mububiko bwavuzwe haruguru.Motley Fool ifite umwanya muri Starbucks kandi irabigusaba.Motley Fool irasaba RH ikanasaba ibi bikurikira: Starbucks Mata 2023 $ 100 uburyo bwo guhamagara bugufi.Motley Fool ifite politiki yo gutangaza amakuru.
* Impuzandengo yinjiza kubyoherejwe kuva yaremwa.Igiciro cyibanze numusaruro bishingiye kubiciro byo gusoza umunsi wubucuruzi wabanjirije.
Shora neza hamwe na Motley Fool.Shaka ibyifuzo byimigabane, ibyifuzo bya portfolio nibindi byinshi hamwe na serivise nziza ya Motley Fool.
Igihe cyo kohereza: Jul-06-2023
