Howard Schultz, Starbucks' chairman, president, and chief executive officer had much to say during his talk this morning about his company's turnaround.
He was categorical about how the Starbucks brand experience is globally relevant and should remain so: "The Starbucks customer wants the global Starbucks coffee experience and doesn't want it changed to suit local tastes". He added "what many multinationals fail to understand is you must have local relevancy with the consumer and must have a local management team."
Ten years ago, Starbucks in Québec seemed to be have been adopting a different strategy with its 'Mélange Mont-Royal Blend', a coffee blend specifically for the tastes of the local and regional market.
He made a point about how a blue-chip consulting firm hired to advise on Starbucks' entry into Japan had recommended against it because Japanese coffee drinkers wouldn't patronize a coffee shop where smoking is banned. The consultants were wrong. It must have strengthened his conviction that customers want the global Starbucks experience no matter what.
Howard Schultz's new book is titled Onward - How Starbucks Fought for Its Life without Losing Its Soul.
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