HTL 701 Lecture Notes - Lecture 3: Starbucks, Personalization

• School: Ryerson University
• Department: Hospitality and Tourism Management
• Course: HTL 701
• Professor: Karen Peesker, PhD, MBA

Document Summary

Week 3: guest speaker - mary graham, starbucks. It"s not your grass, it"s their lawn - value proposition. Consumers should be rst in mind when branding. There"s a bigger picture to what you (grass) do (the lawn) Put yourself in the other shoe (the boss"s shoe) to see (their lawn) what they do and why they feel what they feel. You won"t remember what you did in university, but you will remember the people. Work for a company which you share the same values. Before average life of a successful company was 75 years, today it"s 15 years. Must keep changing to be relevant but also maintain core values. Have strong core values are important critically and corporately. Squeeze the learning out of every opportunity even if it doesn"t turn into what you want (what doesn"t kill you makes you stronger) Digital disruption has re-de ned marketing: awareness, consideration, intent, purchase (consider the consumer then get them to act)