Having
huge admiration for Starbucks as a company is one thing, and meeting the man
responsible for all the game-changing strategy is another thing. I have the opportunity
to meet the legendary Howard Schultz last month during his trip to Indonesia.
And I got to say, he left a huge impression that enough to make me awestruck
for a week (even now, I still can’t believe I met ‘the man’).
Back then,as a
marketing student, i have to learn and observe many companies and brands
strategies; Starbucks is one of the companies that we discussed in class quite
often (and often featured in my assignments). Listening to Howard Schultz’s speech in the Ministry of Trade Republic of Indonesia feels like a ‘refresh’
button for me. In his speech he mentions about what separates greatness and
mediocrity, and the answer is simple, Consistency. Being consistent in
delivering the best, growing, and innovating; it will make a difference
(eventually, consistency does not have the five-seconds-of-fame kind of impact,
yet it gives you the hard-work-pays-off kind of feeling).
Having
said that, I reflect what he said on Starbucks, and now I finally understand
why they are awarded the fifth most admired companies by Fortune magazine. They
consistently delivering what their promises, to “inspire and nurture human
spirit”, which it is clearly shows through all facets of the company’s
strategy. From the ethical sourcing, environmental stewardship, to community
involvement, and do I need to emphasize their culture? Do you notice their
culture the moment you step into one of their store? It’s the baristas, the
employees that makes Starbucks an outstanding brand.
I
think, it simply a great case study for my previous post that indicates that
brand is about consistency in every corner of your corporate representation. As for Starbucks, their strategy is not a
mere business tactics, but instead, it is their commitment to really inspire
and nurture people to not just being the bystander, but being involved to a
change, a change for a better things ahead.
That’s
what I admire the most from Howard Schultz and Starbucks.
Feel
free to leave comments below, and let me know what you guys think,
Tha!
xxFNW