'Reinventing the Starbucks Experience\r'

'In his memo to his senior team, Howard Schultz wrote active his muckles of Starbucks and his disappointment over what he cal guide the â€Å"commoditization of the Starbucks experience. ” He gave a detailed list of the decisions that has contributed to this fate. His visions atomic number 18 clear and the arguments he presented are spick-and-span but this paper will forecast at the situation from a incompatible viewpoint. The question is should they stick with the c go downes or recidivate to the old ways and preserve usance? Going Big Howard Schultz mentioned several decisions that that led to the â€Å"watering d protest” of the Starbucks experience.\r\nThese are: • ever-changing La Marzocca machines with mechanical espresso machines. • Shifting from y come forwardhful coffee to fresh roasted bagged coffee. • Transforming pedigree design. While he believes these changes resulted to the â€Å"commoditization” of Starbucks, he admitt ed that these were necessary and instrumental in bringing Starbucks from jet to more than 13,000 hold ons (Schultz, 2007). These changes allowed Starbucks to speed up their services, drive more efficient, cost-effective and competitive. Starbucks Soul Everything has its own price.\r\nStarbucks achieved their business goals but lost fold of their vision along the way. For Howard Schultz, losing their â€Å"soul” for meshwork was a high price to pay. In his memo, he mentioned that shifting from La Marzocca to automatic espresso machines removed the â€Å"romance and theater” of the process. The point of the machines blocked the view and took away the social occasion of the experience. Shifting to roasted coffee took out the aroma and stripped the store of its usance and heritage. Lastly, changing store design eliminated the â€Å" crank feeling of a neighborhood store” (Schultz, 2007).\r\nReinventing the Experience Soul, experience, romance, theater, temp le- these are some of the dustup Howard Schultz associated with Starbucks. Reading his memo gives everyone a glimpse of his vision for Starbucks. It shows how fervent he is around his product and his store. It details the experience he envisions customers would feel in going to his stores. To him, it is non expert selling coffee, it’s an experience. It is non just a store, it’s a temple. It is not just good customer service, it is romance. For someone who found his â€Å"Mecca” in Starbucks, those things call back about a great deal.\r\nHowever, Schultz has to consider the chess opening that not all people carry on that vision. A lot of people beloved to drink coffee but that does not mean they are as passionate about the experience as he is. Some customers are not as in love with the customs and bequest as he is. There is zero wrong about Howard Schultz’s vision and we can not blame him for being alarmed by the changes that happened in his stores. However, Starbucks guard to be open to the fact that on that point might be a banging difference between people who hang out in coffee shops in 1981 to the millions of Starbucks patrons around the world today.\r\nThey have to mastermind a shit that it is not just a simplex case of profit versus soul or efficiency versus tradition. They have to consider what merciful of â€Å"experience” people are hoping to regain from their stores and work from their. Starbucks are founded by loyal visions but that can only take them so far. In the end it is what the customers think that matters. Conclusion Howard Schultz is not just a businessman, he is a visionary. For him, profit is not enough, he want to preserve the tradition and leave a legacy. However, he has to train the fact that to some people, coffee is just an ordinary drink, a commodity that does not need to be romanticized.\r\n'