How and Why is Starbucks successful | The role of Howard Schultz

This video showcases the reasons for how and Why Starbucks is successful as well as the unique role of Howard Schultz in its story. With his business acumen and brilliant vision, he has gradually changed how Americans enjoy coffee, introducing the new concept of the Italian-inspired cafe to the Americans.
During a trip to Milan, Italy, he visited many bars serving espresso. Here, the shop owner knows each guest by name and serves his customers unique dishes like Cappuccino and Latte. He began to believe that Starbucks should deploy Espresso dishes the Italian way and that going to Starbucks should be an experience, not just a store.

As you will see, Schultz did not create Starbucks, but he did lay the groundwork for an exciting new direction in the company. The iconic white cup and green straw were inspired by international inspiration and a desire to provide a higher quality brew to Americans. At a time when coffee was weak and watered down, it seems ridiculous to suggest that anybody would pay top dollar for a drink they could barely pronounce. Frappa-what? Cappu-who?
The video above shows how Schultz used his singular vision to propel Starbucks to the top, changing and molding a new culture in the image he created. As you'll soon discover, Starbucks teaches you how to stay true to your vision despite what everyone else says.
In addition, Starbucks also builds its brand on the outstanding strategies that they have compared to other competitors:
Deciding to say no to advertising
Making employees your partners by giving them stock options and health insurance
Holding casual and informal chat sessions with customers to capture a common sense, better understand the customer experience with the store, and gather valuable feedback
Succeeding in focusing customers' attention on relaxing and enjoyable in-store experiences instead of product imitations
Focusing on detail while creating a consistent experience across all its stores and products.
Being a responsible and ethical company
Investing heavily in mobile marketing and bringing digital innovation into stores.

Ten successful lessons from Starbucks
1. Brand positioning
2. Focus on the mission
3. Creation
4. Master of Marketing
5. Leadership
6. Technology application
7. Focus not only on customers but also on employees
8. Strategic cooperation (Barnes & Noble 1993, with Alibaba in China)
9. Customer Experience
10. Customer Loyalty Enhancement Program
Video Chapters
00:10 - Mild Bold Cup Pot
07:42 - Grande Tall
09:35 - Consistency

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