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Starbucks Positioning
In 1987, Schultz acquired Starbucks and began to expand. From 1987 to 1992, Starbucks’ target market is white people with higher income, have a sophisticated and delicate life and decent jobs, in North America. They were coffee lover and they liked to linger over in a café where can relax and network with the others.
Schultz found this niche market when he visited Milan and then he copied Italian coffee bar’s culture to Starbucks. He positioned Starbucks as a sort of highbrow “Third Place”, where provided the premium coffee with amiable services in a romantic ambiance. Starbucks can deliver the high value to its customers.
The products in Starbucks were not only the best quality coffee, but also providing customers the premium service and unique experience. Schultz made strict checks of each step of one cup of coffee, and all the coffee were purchased by company. Schultz treated all the employees as “partners”, offered them stocks, provided them with whole training program and enough benefits, even including part-timers. In that case, all the baristas provided customers with superior service. Schultz designed the layout with the unique furniture, cozy coffee tables and chairs as well as romantic music. Under this atmosphere, people felt comfortable, relax and enjoyed their interacting with the others. At that time, Starbucks did not have any advertisements, and costumers choose Starbucks because of its high quality. Starbucks sold its products exclusively through company-owned stores.
From 1992, Starbucks went public and expanded its market outside North America to global, the target market were the people lived in the large cities or small cities hub, who enjoyed lingering and relaxing in the café and they have college degree, higher annual income. Its positioning was not changed, still a highbrow “Third Place”, a destination can discover new things and entertainment. However, in order to please Wall Street, Starbucks focused on fast and quick growth, so it changed customers’ profile gradually and its positioning was from a premium café to an ordinary food chain with lots of other items.
Schultz started to broaden Starbucks’ product mix, including coffee with varies flavors, coffee beverage, food items, seasonal offering, bottle beverages and ice-cream for supermarket and restaurant, music, book, and drive-through service.
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Realize our dream
It was July 2014, after my son’s 1-year old birthday, I realized that I should set a good example in front of him. And I remembered there’s a dream which settled in my heart for a long time and I haven’t realized it till now, that is to be a Renmin University student. So I decided to take the entrance exam of Renmin University MBA program at the end of 2014.
At that time, I still have to breast-feeding and my boss assigned many workloads to me everyday. At the daytime, I had to finish my job duty and I didn’t have opportunities to study. During the evening, I had to play with my kid because I wanted to be a good mother. So the studying time was really limited for me. Everyday, when I finished breast-feeding, telling stories for my son and finished housework, I started to study. However, the entrance exam isn’t easy for me, because I have left school for almost ten years and I never studied the math during my undergraduate school. So during that 3 months for preparing the exam, I have to study in the late night, and I gave up all the entertainment activities in the weekends.
Although I felt very tired every day, but I never thought of abandoning this dream. I got my family’s supporting. And my boss supported me as well, in her mind, I was a good employee but not a good leader, she told me that if I want to be promoted to a higher level, I should study systematic business knowledge.
Finally, I realized my dream and I really set a good example in front of my son. He loves studying same as me. When he grows up, I will tell him, we can attain our dream no matter how old we are. And we can overcome the difficulties as long as we have goals.
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Help the others
It was June 2012. When I had a business trip in Sichuan province, I visited Mianzu Hope School which is a primary school sponsored by our company, Accenture. This school’s pupils are all very poor, many of them are left-behind children in countryside. When I talked with them, many kids said they have a dream to see the big city and want to see what kind of Accenture company like. I was touched by these poor kids and I decided to help them fulfill their dream. After I discussed with the headmaster of this school, I made an activity proposal. In this proposal, we’ll invite these kids come to Beijing and Shanghai for 3 days travelling and visit our branch offices, invite our volunteer employees to company with these kids and provide afterwards sponsorship for these kids.
My boss agreed my proposal, and implemented this activity in August. But unfortunately, our department cannot provide the financial sponsorship for this activity. My boss gave me some suggestions about which departments could provide the sponsorship and she fully empowered me to reach out them. So I contacted with our business department and explained what’s the meaning of this activity. Finally, we got 300,000 RMB for this activity and two hope schools in different areas joined in this activity.
During this activity, I recruited 30 volunteer employee families and some clients taking part in this. And each detail we all designed clearly, including Plan B and Plan C, kids insurance and so on.
Finally, this activity was very successful and our VP of Greater China decided to lunch this activity each year. We got many positive reports in some newspapers and we ranked No. 5 of Annual Corporate Social Responsibility Award of multinational companies in one famous media.
From this activity, I got the happiness from helping the others fulfill their dream and I noticed that the importance of pay attention to details.
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When I was the General Manager's Assistant
I have worked in Beijing Zhongguancun Crowne Plaza Hotel as General Manager’s assistant in 2010. This General Manger, Mr. Raab, is a German and it was the first time for him working in Beijing. When he started to work with us, there was a big project for our hotel. We planned to apply for the 5-star hotel certification. Mr Raab appointed me to help him take in charge of this project, including organize the regular team meeting, communicate with department heads and contact with government officers.
Mr Raab didn’t understand Chinese culture and employee’s working style and he often had conflicts with other management team members at the beginning. As his assistant, I suggested him to change his meeting schedule with management team, help him to understand some key members’ personality and background, and help him to maintain the good relationship with hotel’s owner. After one month’s effort, Mr Raab and I got the owner and management team’s recognition and the project of application went smoothly.
However, before the final inspection by BJ Tourism Bureau, I found that we missed some important documents and new system of Engineering Department which was mandatory by Government. So I proactively made that documents with my peers and studied how to use the new Engineering system from our peer hotel. And then I coached the clerks in Engineering department how to use this system.
Finally, through our effort, we passed the BJ Tourism Bureau’s inspection and got the 5-star hotel certification. From this project, I realized that communication skills are really important for a good leader. And find and resolve the problems proactively is very important as well.
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My Role Model
My role model is a common woman. She is my best friend and I always follow her steps. We met the first time when I graduated from university, looking for a job. I replaced her position and she was promoted as a higher level job. She is a nice woman with wisdom and intelligence and she always knows what she wants. Her career path was smooth and now she works in a big company as a marketing director and she has her own business. She has finished her master degree at her free time. Besides that, she has a happy family and she keeps fit very well. I really hope that I could same as her one day and I have my own business.
Another role model of mine is a celebrity. She is a TV toastmaster. She owns her own company and before this, she was a Tv show toastmaster. Now she is very famous on Internet and she is a bestseller, published three books already. She always encourages women should have their own career and teaches girl how to lose weight and find an ideal husband. For herself, she has a happy family.
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My Best Friend
My best friend Yang is my classmate when I was in college. We lived in one dorm.
Yang came from a small north village in China. She is very short and her family was poor when she graduated from high school. I remember, when the girls hanging out or going shopping, Yang was studying in the classroom. Yang is an economical person and she bough the new dresses rarely. After we graduated from college, most of female students chose the non-challenging job, such as the secretary or clerk, but Yang went to a tour agent as a tour guide.
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Competitive Advantage_introductory paragraph of my essay
Although textbooks often quote McKinsey as being the first leading management consulting company in the world, they overlooked a crucial competitor, Accenture, whose development and competitive advantages in the Chinese market. The most successful multinational consulting company in recent years of China is surely Accenture. Evolving from its localization, innovation, precision, Accenture not only provides consulting methodology for clients, but also emphasizes strategy implementation and application. Accenture has a proven track record serving Chinese government and top enterprises for over 20 years. This essay will examine how Accenture becomes top1 consulting company in the cut-throat competition in the Chinese market.
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Competitive Advantages of Multinational IT Companies
Although the multinational IT companies in Chinese market become more and more difficult, especially after government issued some regulations about controlling IBM, Oracle and EMC development in China, we cannot overlook the competitive advantages of multinational IT companies. The above three companies are deeply rooted in Chinese market and they 20 years long-term relationship with Chinese major industry. These multinational IT companies can success in China not only because of their high quality, but also as their strong stability of IT structure. If Chinese local companies replaced the multinational IT companies, some major industries in China could face to the vulnerability of IT structure and costly changing system. This essay will illustrate the multinational IT companies’ competitive advantages and they still cannot lose their market in recent years in China.
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A Terrible Teacher
The professional ethics is very important for a teacher, especially for the primary and middle school teachers. As children spend the whole day with the teacher, the teachers not only teach them the knowledge from books, but also teach moral principles.
I had a terrible teacher in my middle school. Maybe she was the worst person I have met. She was in charge of our class and taught us mathematics and Chinese. She only liked the students whose study well and family rich, and she hated the poor students. If someone had the worst academic achievement, she would curse that student in front of all classmates even beated up that student. If someone's family financial status was bad and haven't gave her gifts, she would ignore that student, never gave the student the opportunity to answer questions. Till the student send her a present, she would remember this guy's exist.
Furthermore, she didn't taught seriously on the normal classes, but demanded all the students attending extracurricular classes and paying money for it.
Unfortunately I was the poor student on my third year in middle school. She arranged me to sit the desk of last row, cursed me in front of my classmates. It was opposite to my first year in middle school, at that time, my family haven't bankrupted yet and I always got better academic scores.
The terrible experience influenced me a lot. I hated the career of teacher for a long time.
Last month, our middle school classmates had reunion. When we talked about that teacher, each of us hated her and we all recognized the memory of middle school was horrible.
Hopefully the educational ministry can pay more attention to the teacher's ethics and educate them how to be as a good teacher.
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If I would be 10 years younger
10 years ago, I just graduated from college. I found a job as a secretary in a 5-star hotel of my hometown，which was an unchallenging and stable job. I didn't know what I want and I had no ideas what position I should be for my future career. At that time, I didn't want to study any more but hung out with my friends everyday. Finally, I still be as a secretary now, just changed to a bigger company.
If I would be 10 years younger, I could study harder, prepared the graduate entrance exam or proceeded the study in abroad. And I would work harder, created more opportunities for my development of my career. I realized the importance of knowledge following my age rises.
So I studied MBA courses from last year, and I am going to be the full time student in an university. I hope that I could find a challenging job after I graduate from MBA. And I would make the most effort to do my job best.
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