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company is as well on the 18th spot on Forbes Worlds Most Innovative Companies
while fifth on Worlds Most Admired Companies, which beat all of its other competitors
in the same industry.
With just a first time coffee experience at Starbucks, one could already see that
the company is really successful beyond the corners of its stores. Compared to its
other competitors, the company is not just simply providing ordinary service to
customers but is strongly committed to achieve its mission that is to inspire and
nurture the human spirit. Innovation and quality would always be in the companys
vocabulary. It has always been consistent in developing quality strategies to provide
genuine service, comfortable and inviting atmosphere, and a superb cup of expertly
roasted and richly brewed coffee to the customers which is why it is always the
leading coffee shop in the world and has the most effective quality strategies over the
others of the same industry.
In the case study, there are 5 questions that are the fundamental strategic
questions under Howard Schultzs guidance, which are as follows:
1. What could Starbucks do to make its stores an even more elegant "third
place" that welcomed, rewarded, and surprised customers?
2. What new products and new experiences could the company provide that
would uniquely belong to or be associated with Starbucks?
3. What could coffee bebesides being hot or liquid?
4. How could Starbucks reach people who were not coffee drinkers?
5. What strategic paths should Starbucks pursue to achieve its objective of
becoming the most recognized and respected brand of coffee in the
world?
We have several ideas and suggestions to answer those strategic questions:
1. Starbucks can make their stores cozy and homier, with earthy tones in
their stores with the use of wooden chairs and tables and earthy colors on
their couches and sofas such as maroon, green and browns. The baristas
can stay behind the counters and welcoming the customers every time
new customers come so that the store dont get too crowded. The barista
should be friendly to the customer. Putting on some jazzy and easy
listening music can also make a huge part in making the stores
atmosphere more calming and homier. They could also give the stores
earthy and coffee fragrance all over the store to give the sensation of
more natural environment. This is so that the atmosphere of the store can
make the customer relax, because it was one of many reason people go to
coffee shops.
2. New tumblers, mugs and provide live music once a week or every
weekend to give new experience to customers. They could also make
events to make the atmosphere livelier and the same time promote
Starbucks itself, such as watch the soccer game together through the TV,
giveaways.
3. Innovate the coffee to be Jelly form. They could make coffee as a room
fragrance, candy, coffee ice cream, chocolates, and make alcoholic
version of coffee.