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Starbuck’s H. Schultz shows the world what is like to be a chairman and don’t talk rubbish

Publicat in categoria Articles in ENGLISH, Brand Strategy / Strategic Planning de catre Stefan Stroe la data de March 1st, 2007

starbucks_reading.jpg

Here is the extraordinary memo recently written by Starbucks’ leader on how the brand lost while growing its core equity, the magic in-store experience.

I don’t see too many top managers admitting publicly such a reality about their own company. Just like GAP staff acknowledged brand’s failures, this is another responsible and courageous public speech that I believe very few leaders are able perform.

Last year I felt it too in their coffee shops that I entered: Starbucks’ fantastic coffee experience is not there any more.

Here’s another consequence: McDonald’s scored better that Starbucks in coffee test. I am speechless… McDonald’s, the fast food giant beat worlds biggest coffe experience specialist? Boti, that test is now screwed! :)

It’s ironic, but this is what usually happens when money and profit growth replace your prospects. I think they had it coming…

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6 Raspunsuri la 'Starbuck’s H. Schultz shows the world what is like to be a chairman and don’t talk rubbish'

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  1. Laura ROMANIA Subscribed to comments via email

    Thursday 1 March 2007 - 5:08 PM

    I can’t say I’m a Starbucks fan and I can’t say I’ve tasted the Starbucks experience when I last entered a coffee shop (this weekend, in Bacelona), but still… these results are extremely awkward! McDonalds? Come on… Trade a Starbucks latte for a McDonalds-sort-of-latte?? :)

  2. Stefan Stroe ROMANIA (Official)

    Thursday 1 March 2007 - 5:18 PM

    McDonald’s rules! :D

  3. Corina Bordeianu ROMANIA Subscribed to comments via email

    Thursday 1 March 2007 - 6:51 PM

    Italian coffee rules!

  4. zicu dobrin ROMANIA

    Thursday 1 March 2007 - 8:10 PM

    excelent articolul tau, dar am si eu o intrebare: cand vine Starbucks in Romania?

    ca eu cand ma duc in UK, primul lucru intru in Starbucks sa ling un latte

  5. Stefan Stroe ROMANIA (Official)

    Friday 2 March 2007 - 2:12 AM

    Zicu, te rog posteaza in engleza daca subiectul e in aceasta limba. Merci.

    Din cate stiu licenta este luata de un patron din retailul romanesc de cosmetice. Despre intentii nu stie nimeni nimic.
    Ai incercat o cafea si o prajitura la Costa Cafe? (e laga ASE)

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