'core'에 해당되는 글 2건

[스타벅스] 스타벅스 회장 하워드 슐츠(Howard Schultz)의 회사 내부 메일 (internal memo) :: 2007/04/08 16:38

스타벅스 회장 하워드 슐츠가 CEO와 경영진에게 보낸 회사 내부 메일이다.

월스트리트의 강력한 성장 압박에 대응하기 위해 선택했던 스타벅스의 성장 전략에 대해 이젠 다시 생각해 볼 때가 된 것인가?   Aroma, warm feeling of neighborhood 등으로 상징되는 core로의 회귀가 정말 필요한 것인지...   하워드 슐츠의 제안을 제대로 실행하려면 John Moore의 말마따나 미국 증시에서 상장 폐지하는 수밖에 없을 것 같은데...  ^^

Starbucks chairman warns of "the commoditization of the Starbucks experience"

Starbucks chairman Howard Schultz wrote this to CEO Jim Donald earlier this month. The memo's authenticity has been confirmed by Starbucks.

From: Howard Schultz
Sent: Wednesday, February 14, 2007 10:39 AM Pacific Standard Time
To: Jim Donald
Cc: Anne Saunders; Dave Pace; Dorothy Kim; Gerry Lopez; Jim Alling; Ken Lombard; Martin Coles; Michael Casey; Michelle Gass; Paula Boggs; Sandra Taylor

Subject: The Commoditization of the Starbucks Experience

As you prepare for the FY 08 strategic planning process, I want to share some of my thoughts with you.

Over the past ten years, in order to achieve the growth, development, and scale necessary to go from less than 1,000 stores to 13,000 stores and beyond, we have had to make a series of decisions that, in retrospect, have lead to the watering down of the Starbucks experience, and, what some might call the commoditization of our brand.

Many of these decisions were probably right at the time, and on their own merit would not have created the dilution of the experience; but in this case, the sum is much greater and, unfortunately, much more damaging than the individual pieces. For example, when we went to automatic espresso machines, we solved a major problem in terms of speed of service and efficiency. At the same time, we overlooked the fact that we would remove much of the romance and theatre that was in play with the use of the La Marzocca machines. This specific decision became even more damaging when the height of the machines, which are now in thousands of stores, blocked the visual sight line the customer previously had to watch the drink being made, and for the intimate experience with the barista. This, coupled with the need for fresh roasted coffee in every North America city and every international market, moved us toward the decision and the need for flavor locked packaging. Again, the right decision at the right time, and once again I believe we overlooked the cause and the affect of flavor lock in our stores. We achieved fresh roasted bagged coffee, but at what cost? The loss of aroma -- perhaps the most powerful non-verbal signal we had in our stores; the loss of our people scooping fresh coffee from the bins and grinding it fresh in front of the customer, and once again stripping the store of tradition and our heritage? Then we moved to store design. Clearly we have had to streamline store design to gain efficiencies of scale and to make sure we had the ROI on sales to investment ratios that would satisfy the financial side of our business. However, one of the results has been stores that no longer have the soul of the past and reflect a chain of stores vs. the warm feeling of a neighborhood store. Some people even call our stores sterile, cookie cutter, no longer reflecting the passion our partners feel about our coffee. In fact, I am not sure people today even know we are roasting coffee. You certainly can't get the message from being in our stores. The merchandise, more art than science, is far removed from being the merchant that I believe we can be and certainly at a minimum should support the foundation of our coffee heritage. Some stores don't have coffee grinders, French presses from Bodum, or even coffee filters.

Now that I have provided you with a list of some of the underlying issues that I believe we need to solve, let me say at the outset that we have all been part of these decisions. I take full responsibility myself, but we desperately need to look into the mirror and realize it's time to get back to the core and make the changes necessary to evoke the heritage, the tradition, and the passion that we all have for the true Starbucks experience. While the current state of affairs for the most part is self induced, that has lead to competitors of all kinds, small and large coffee companies, fast food operators, and mom and pops, to position themselves in a way that creates awareness, trial and loyalty of people who previously have been Starbucks customers. This must be eradicated.

I have said for 20 years that our success is not an entitlement and now it's proving to be a reality. Let's be smarter about how we are spending our time, money and resources. Let's get back to the core. Push for innovation and do the things necessary to once again differentiate Starbucks from all others. We source and buy the highest quality coffee. We have built the most trusted brand in coffee in the world, and we have an enormous responsibility to both the people who have come before us and the 150,000 partners and their families who are relying on our stewardship.

Finally, I would like to acknowledge all that you do for Starbucks. Without your passion and commitment, we would not be where we are today.


하워드 슐츠 외 지음, 홍순명 옮김/김영사

스타벅스 감성 마케팅
김영한.임희정 지음/넥서스

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연결의 시대가 도래하다. :: 2007/01/16 07:13

나의 키워드...
창의력, 창조가 아닌 연결, 집단지성, edge competency, 통섭, anti-환원주의, 메디치효과, 지식사회, 지식근로자

결국 미래의 성장은 core보다 edge에서 나올 가능성이 많다.
edge와 edge가 만나는 접점에 새로운 기회가 많이 있을 것으로 보인다.
연결을 잘 하려면 자신의 코어에 정통해야 하고 자신의 코어와 관련이 있는 분야에도 상당한 식견을 갖춰야 한다.
맥킨지 정기간행물에서 'tacit activity'란 용어를 접한 적이 있다. 지식근로자는 서로 interaction을 통해 지식을 주고 받으면서 성장한다는 의미인데....  지식근로자들간의 인터랙션은 edge와 edge의 만남으로 이어지면서 새로운 기회 창출로 이어질 가능성이 높다고 생각한다.

친구에게서 'Jamming'이란 책을 뺏어 읽은 적이 있는데 가장 인상 깊었던 구절이 있다.
Magazines foster creativity.
There's no better way to clear the mind than to travel to strange parts of the world, and there is no easier or cheaper way to travel than by immersing oneself in the strange worlds to be found on newstands these days. Magazines offer a cost-effective glimpse into the values, mindsets, and imaginations of other cultures.
창의력은 자신이 기존에 갖고 있는 고루한 mindset의 한계를 벗어나야 얻을 수 있다는 얘기다.
그리고 자신의 core와 전혀 관계가 없는 영역에서도 얼마든지 연결시킬 껀수가 있고 그것이 창의력의 발전으로 이어진다는 얘기...  
바야흐로 연결의 시대가 도래했다.

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    Tracked from toms store | 2013/06/13 11:34 | DEL

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