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All Posts Tagged Tag: ‘Howard Schultz’

Solving Starbucks Problems – 5. Loss of Identity

This article is the 5th in a series of 5 where John Moore and I, two former Starbucks marketers, offer recommended changes based upon Howard Schultz’s email to the Starbucks leadership team. 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 …

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Solving Starbucks Problems – 4. Lack of Merchandise Focus

This is the 4th in a series of 5 posts where John Moore and I, two former Starbucks marketers, offer recommended changes based upon Howard Schultz’s email to his leadership team. “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 …

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Solving Starbucks Problems – 3. Loss of Store Soul

John Moore and I, two former Starbucks marketers, are offering recommendations to Starbucks in response to chairman Howard Schultz’s email. from 2007. We are examining his third challenge to the team: Loss of Store Soul “Clearly we have had to streamline store design to gain efficiencies of scale…However, one of the results has been stores that no longer have the soul …

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Solving Starbucks Problems – 2. Loss of Coffee Aroma

John Moore and I, two former Starbucks marketers, are offering recommendations to Starbucks in response to chairman Howard Schultz’s 2007 email. We are examining the second challenge to the team: Loss of Coffee Aroma “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 …

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Solving Starbucks Problems – 1. Loss of Theatre

On 23 February 2007 an e-mail, from Starbucks Coffee chairman Howard Schultz to his senior leadership team, was leaked and posted on the internet. In the note, Howard outlined key issues leading to possible “commoditization of the Starbucks brand.” This is the first in a series of posts where johnmoore and I, both former Starbucks marketers, offer our recommendations to …

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Solving Starbucks Problems: One Post at a Time

Last week an e-mail, from Starbucks Coffee chairman Howard Schultz to his senior leadership team, was leaked and posted on the internet. In the note Howard outlines to his senior leadership team key issues leading to “commoditization of the brand.” Howard’s Concerns “It’s time to get back to the core and make the changes necessary to evoke the heritage, the …

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