Creating A Brand Enigma – Starbucks's Unique Business Strategy?
Creating a Brand Enigma – Starbucks’s Unique Business Strategy
In early 1991, just three years after Howard Schultz had acquired, Starbucks, a fledgling coffee company based in Seattle, the company’s most valuable coffee house was unglamorous and sloppy. The restaurant was located in a dilapidated building at a busy intersection on Robson Street in Vancouver, British Columbia. Back then, it was ludicrous to envision that the cafe in that small room with musty old spaces would become one of the leading brands in just three decades (Clark, 2007). Still, this unimpressive coffee shop was beginning to distinguish itself as the clearest attestation of the new craze for expensive coffee drinks. Through a series of innovations in products and services, …show more content…
Most of these innovations introduce something new into the establishment, which creates some sense of intrigue in traditional and potential customers (Hossain & Islam, 2015). By maintaining a constant stream of clients, Starbucks recoups the money invested in the innovation and also retains its brand strength and competitive advantage.
Management Competency at Starbucks
Due to the company’s organizational culture and tradition, it is plausible that a manager will be expected to demonstrate an ability to be embrace teamwork and collaboration. A manager who is reluctant to consult and is a poor listener will be rendered out of tune with the company’s culture. At Starbucks, employees consider each other as partners in the quest for corporate success and any person who is unwilling to embrace this spirit with be alienated.
The ability to work with others as a team player is integral in the realization of the company’s culture of collaboration and communication. Whereas the company will continue to make an effort in encouraging collaboration and communication as its core ideology, a manager who has a natural predisposition to work with other for a shared glory has an advantage over a candidate who believes in personal success and unilateral
In early 1991, just three years after Howard Schultz had acquired, Starbucks, a fledgling coffee company based in Seattle, the company’s most valuable coffee house was unglamorous and sloppy. The restaurant was located in a dilapidated building at a busy intersection on Robson Street in Vancouver, British Columbia. Back then, it was ludicrous to envision that the cafe in that small room with musty old spaces would become one of the leading brands in just three decades (Clark, 2007). Still, this unimpressive coffee shop was beginning to distinguish itself as the clearest attestation of the new craze for expensive coffee drinks. Through a series of innovations in products and services, …show more content…
Most of these innovations introduce something new into the establishment, which creates some sense of intrigue in traditional and potential customers (Hossain & Islam, 2015). By maintaining a constant stream of clients, Starbucks recoups the money invested in the innovation and also retains its brand strength and competitive advantage.
Management Competency at Starbucks
Due to the company’s organizational culture and tradition, it is plausible that a manager will be expected to demonstrate an ability to be embrace teamwork and collaboration. A manager who is reluctant to consult and is a poor listener will be rendered out of tune with the company’s culture. At Starbucks, employees consider each other as partners in the quest for corporate success and any person who is unwilling to embrace this spirit with be alienated.
The ability to work with others as a team player is integral in the realization of the company’s culture of collaboration and communication. Whereas the company will continue to make an effort in encouraging collaboration and communication as its core ideology, a manager who has a natural predisposition to work with other for a shared glory has an advantage over a candidate who believes in personal success and unilateral