Case Study: Starbucks Resilient Turnaround Under Howard Schultz in 2008
Founded in 1971 in Seattle, Starbucks had grown to become a respected global brand, present in 50 states in the US and 43 countries. However, its premium pricing was a considerable disadvantage during the economic slowdown. By March 2008, Starbucks had to close 600 underperforming stores, and its profit had plummeted by 28% compared to the same period in 2007. The following year saw another 300 store closures and 6,700 employees laid off. On January 8, 2008, Howard D. Schultz returned as CEO, taking over from Jim Donald. Schultz, who had been with Starbucks since 1982 and previously served as CEO from 1987 to 2000, found that rapid expansion had diverted the company’s focus from creating inviting cafes and developing new products. In 2007, several factors stood behind Starbucks’ decline, among which one might note a loss of human connection. Howard Schultz observed that the company steadily lost its connection Continue reading