INSTITUTO TECNOLOGICO SUPERIOR

PURHEPECHA
INGENIERA EN GESTIN EMPRESARIAL
7 SEMESTRE
MERCADOTCNIA ELECTRNICA

TEMA:
EJEMPLO DE APLICACIN DE LAS TECNOLOGAS DE
INTEGRACIN EN UNA EMPRESA REAL
MTRO. JUAN CARLOS JERNIMO NINZ
JOSHUA ISRAEL CARDIEL HERNNDEZ
No. DE CONTROL: 1304116
09 DE NOVIEMBRE
CHERN, MICHOACN

STARBUCKS
Starbucks es una empresa que ha crecido exorbitantemente en los ltimos aos
gracias a las diligencias de sus directivos pero tambin a todo equipo que
proyectan una imagen deseable de la misma.
Starbucks naci en 1971, en Seattle, desde su estrecho escaparate, Starbucks
ofreca algunos de los mejores cafs en grano recin tostados del mundo. El
nombre, inspirado por la novela Moby Dick, evocaba el romanticismo de alta mar y
la tradicin martima de los primeros comerciantes de caf.
En 1982, Howard Schultz (presidente y CEO de Starbucks) entr por primera vez
en una tienda Starbucks. Desde que tom su primera taza de Sumatra, se sinti
atrado por Starbucks: un ao despus se incorpor a la empresa.
Un ao ms tarde, en 1983, Howard viaj a Italia y qued cautivado por las
cafeteras italianas y el romanticismo de la experiencia de tomar un caf. Tuvo la
visin de llevar la tradicin de la cafetera italiana a los Estados Unidos. Un lugar
donde conversar y sentirse parte de la comunidad. Un tercer lugar, entre el trabajo
y el hogar. Se march de Starbucks durante un tiempo para poner en marcha sus
propias cafeteras Il Giornale. Pero regres en agosto de 1987 y compr Starbucks
con ayuda de otros inversores locales.
En la actualidad, con ms de 15 000 tiendas en 50 pases, Starbucks es el
principal tostador y minorista de especialidades de caf del mundo. Y con cada
taza intentamos hacer realidad tanto nuestra herencia como una experiencia
excepcional. (Starbucks, 2016)
STARBUCKS CHOOSES EZORA FOR BUSINESS INTELLIGENCE
In 2012 Anil Patil sold his 22 Dominos Pizza outlets and set up 23.5 Degrees to
became the first global franchisee of Starbucks corporation. Anil understood that in
order to realise his ambitious plans for growth and scale he needed a business
management platform that could deliver financial control, efficiency and business
insight to his business at all levels of scale.
The challenge was that the company started with one greenfield store, but had
ambitions to grow to in excess of 100 stores within a 4 year timeframe, the growing
management team will be fragmented across a geographical area, complex
reporting needs across operations, finance, board, investors, Starbucks

Corporation, and the dynamic nature of the F&B sector means that operations
need to be highly responsive to changing conditions.
This way Degrees engaged with Ezora to transform how the business managed its
financial back office, enabling the organisation to drive efficiency and profitability in
a highly controlled environment. Ezora has worked closely with 23.5 Degrees, the
Starbucks Corporate team and Micros to eliminate time consuming, costly manual
processes and has fully automated the following:
Accounting for all Micros based Sales and Customer Payment transactions
Accounting for all Starbucks invoices
Accounting for Payroll
Ezora provides a rich suite of financial analytics to 23.5 Degrees enable the senior
management team to stay focussed on the big picture including Key Performance
Indicators, Dashboards, Profitability Reports and Financial Statements. (EZORA,
2015)
Ezora gives me visibility and control over my stores performance and allows me
to focus on growing the business. Ezora are a rare company that consistently
travel the extra mile to help drive improvements in our business. Anil Patil
Founder and Managing Director 23.5 Degrees
STARBUCKS BEGINS BI TRIAL ON TABLET
Starbucks has begun a trial of business intelligence software on tablet devices for
potential use by its executives making store visits to help them view real-time,
location-aware data.
Starbucks began a trial of the MicroStrategy 9.2.1 software. Tablet computers such
as the iPad are making inroads in all types of businesses, but most often for
marketing demonstrations and executive presentations.
Starbucks wants to use tablets for a higher-level purpose: putting current financial
and other data directly in the hands of executives and district managers on the
scene of Starbucks outlet. Using the BI software, the executives would be
connected to data from hundreds of other users.
Starbucks wants to connect the mobile devices directly to its existing MicroStrategy
BI software that has been in use at hundreds of stores for two years, Ball
explained.

The difference with tablet is that it has GPS and the ability to present data on a
particular store quickly to a visiting executive without the tedium of drilling down for
data over a laptop.
"Tablets are uniquely suited to B.I. so you can stand there talking in a store and
have the latest info or a report without having to try to open a laptop," Ball said.
Even though MicroStrategy has hundreds of iPads deployed to its own workers,
Starbucks isn't wedded to using iPads only and will test other devices to be able to
create BI capabilities on more than one platform.
"The idea is to create a Starbucks model to leverage many devices and have as
little as possible of being tied into one," he said. "The iPad is obviously hot today,
but HP's device might be hot tomorrow."
As sophisticated as Starbucks has been in supporting computing systems for its
stores, Ball said the chain would never have attempted to develop a cross-platform
BI tablet app on its own. One reason is that security for mobile devices is
paramount, he said.
MicroStrategy said it brings security to the mobile BI experience for iPhone and
iPad such as AES encryption on data in transit from the mobile service to the
MicroStrategy mobile client. Also, administrators can set apps to be confidential, so
that users must log in when opening the app or after a period of inactivity.Ball said
he isn't prepared to discuss what the mobile BI project will cost Starbucks or when
it might be officially rolled out.
"Employees have been asking for (tablets), but the challenge is to weave that
desire into your corporate infrastructure," Ball said. (Computer World, 2011)
BIBLIOGRAFA
Computer World. (7 de Julio de 2011). Enterprise Applications: BI: Computer
World. (M. Hamblen, Productor) Recuperado el 8 de Noviembre de 2016, de
Computer
World:
http://www.computerworld.com/article/2509994/businessintelligence/starbucks-begins-bi-trial-on-tablets.html
EZORA. (2015). Bussines Intelligence. Recuperado el 8 de Noviembre de 2016, de
Ezora: http://www.ezora.com/starbucks-business-intelligence/

Starbucks. (2016). Nuestra Herencia: Starbucks MX. Recuperado el 8 de

Noviembre de 2016, de Starbucks MX: http://www.starbucks.com.mx/about-us/ourheritage