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Coffee Kingpin

Chinese Summary
記者透過訪談中的四個問題讓人們了解星巴克的成長以及創立的初衷。星巴克過去40

年有兩大特點，他們透過日復一日的堅持把咖啡帶入印度，並堅持公司策略的人性化。星巴克
更透漏在1987年他們只有11家店以及100位員工，但當時他們就意識要懂得平衡利益社會責
任以及倫理道德。而現今的星巴克市值40億，在全球六十個國家裡擁有二十萬名員工。但他們
的出發點始終不是賺錢。而星巴克透過1.創造價值2.尊重客戶3.了解人性來吸引消費者。

English Summary

e reporter asked four questions in the interview that people to understand
Starbucks' growth and original intention. Starbucks has two major characteristics

over the past 40 years. rough day to day insisting. 1. ey have been bringing
co ee to India 2. Humanity of the company's strategy. Starbucks even revealed
that in 1987 they had only 11 stores and 100 employees, but at that time they
were aware of the need to understand the balance of interests, social responsibility

and ethics. Today, Starbucks has a market value of 4 billion and has 200,000 em-
ployees in 60 countries around the world. But their starting point is not always
making money. And Starbucks attracts consumers through 1. creating value 2.
facing customers 3. understanding human nature.

Creative Slogan

We care about co ee but we care more about you.

Creative Campaign
Make di erent tastes and hidden menu in di erent countries. And promote

through the internet. (E.g. Find celebrity upload sponsored.)

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