Starbucks leadership case
Starbucks Corporation is an international coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 19,435 stores in 58 countries, including 12,781 in the United States, 1,241 in Canada, 1,062 in Japan, 976 in Great Britain and 645 in China.
Starbucks has become one of the best-loved and trusted brands in the world. It’s recognized as being one of the world’s most effectively led and admired companies. And yet, a few years ago, it seemed they had lost their way, the customer experience had become mediocre, and they had to close hundreds of stores. But in 2008, Howard Schultz returned to the helm as CEO and implemented a transformation agenda, and today Starbucks is back on top in terms of profitability, popularity, and downright love from its customers.
Howard has leading Starbucks going a special development road in a worldwide. So it is the standard Starbucks style to the most of coffee fans. Never make advertising, respect for employees as wealth, coffee beans stock, definition of the third living space, etc. All of these derived from the suffering childhood experiences of Howard, also, enough to change his road.
Howard’s father has a dream; he has hoped own a little café and cook tempting coffee for his family every day. This dream hasn’t been finding by Howard Schultz until his father passed away. The extreme sorrow made him want to achieve his father’s goal. So Starbucks has been established.
The customers’ experience is the core demands of the Starbucks brand equity. Just like McDonald's has been advocating the sale of joy, Starbucks, take the typical American culture broken down into several elements: you can experience the warmth of the visual, enjoy hearing, at the same time, and smell the perfect coffee flavor. Just think, through the huge glass windows, watching the crowded street, gently sipping a cup of coffee, how the real feeling of "yuppies", and how desirable in the
Starbucks has become one of the best-loved and trusted brands in the world. It’s recognized as being one of the world’s most effectively led and admired companies. And yet, a few years ago, it seemed they had lost their way, the customer experience had become mediocre, and they had to close hundreds of stores. But in 2008, Howard Schultz returned to the helm as CEO and implemented a transformation agenda, and today Starbucks is back on top in terms of profitability, popularity, and downright love from its customers.
Howard has leading Starbucks going a special development road in a worldwide. So it is the standard Starbucks style to the most of coffee fans. Never make advertising, respect for employees as wealth, coffee beans stock, definition of the third living space, etc. All of these derived from the suffering childhood experiences of Howard, also, enough to change his road.
Howard’s father has a dream; he has hoped own a little café and cook tempting coffee for his family every day. This dream hasn’t been finding by Howard Schultz until his father passed away. The extreme sorrow made him want to achieve his father’s goal. So Starbucks has been established.
The customers’ experience is the core demands of the Starbucks brand equity. Just like McDonald's has been advocating the sale of joy, Starbucks, take the typical American culture broken down into several elements: you can experience the warmth of the visual, enjoy hearing, at the same time, and smell the perfect coffee flavor. Just think, through the huge glass windows, watching the crowded street, gently sipping a cup of coffee, how the real feeling of "yuppies", and how desirable in the