Seriously!!!
They are indeed badly struggling. What has happened to one of the strongest coffee brands in the world then? According to The Wall Street Journal, Mr. Schultz is trying hard to “re-energize a company that has lost its edge”.
As a former big Starbucks loyal customer I have also been a strong admirer of their business module and brand management. I have previously posted on twitter about my growing disappointment with Starbucks, as it seems, I am not the only one. One good thing is that I am not one of the Starbucks’ angry shareholders. It is a real shame though, they used to be a very good company with a great business model and high employees satisfaction. I really hope they can recoup their image and brand equity value.
One thing is certain, their problem goes far beyond my personal dissatisfaction with a ‘cold watery expensive coffee’ taken off the counter. Meanwhile my Nero coffee loyalty card keeps getting a red stamp.
3 responses so far ↓
Tim Rueb // May 21, 2008 at 1:46 am |
The great thing about Starbucks wasn’t their coffee, it was their focus to become number one, and their ability to transfer this intensity to their employees and their products.
Often, a leader finds itself in a position in which it doesn’t know what to do anymore. The answer is to attack yourself. I know that sound counter-intuitive, but it works.
I posted on this at Attack Yourself – A Difficult Prey
mrk/pr wireless // May 26, 2008 at 4:09 pm |
Thanks Tim! I guess you’re right, Al Ries also mentioned that the real value of a brand comes from one reason only, it dominates its category. Starbucks has been one of these brands. I hope that after the shaking, shouting and shooting they will come back on top again. Really appreciated your comment!
Pedestrianly // June 20, 2008 at 9:46 pm |
Somehow i missed the point. Probably lost in translation
Anyway … nice blog to visit.
cheers, Pedestrianly