Starbucks wants only no. 1 position

One of the most successful companies whose stores have become world-wide famous, Starbucks, is overcoming a change. There occurred a replacement on its highest positions. Howard Schutz who served the company as CEO twenty years ago has returned to this lucrative spot again. His promotion is connected with Starbucks' plans to open even more coffee houses, generally in the U.S., the growth of them should reach the number 2, 500.The fact that Starbucks runs more than 7,500 shops in more than 30 countries all over the world isn't apparently any satisfying information for its management. No wonder. To be successful on all world markets, companies cannot afford not to be prompt and not to come up always with something new. Either it is a new product of Sony, exquisite idea of Microsoft or innovation of BMW. And it doesn't work only in business of high-tech. With competitors like McDonald's, Tim Hortons or other fast food and restaurant chains in one market segment , it is getting always more impossible not to develop the companies ideas. Starbucks is a great example, how to be always ready to serve customers.The chain of coffee houses was founded in 1971. The first idea was based on a dream of Schutz, after he visited Italy and fell in love with its convenient cafeterias full of friendly atmosphere, as he wanted to build such a chain of shops. Starbucks didn't think Schutz' dream would have a success and therefore he opened his own coffee shop il Giornale, that earned as much money as he needed to buy Starbucks in 1987.Nowaday, Starbucks doesn't just serve a variety of tasty coffee. The entire idea of "coffee from Starbucks" is much wider. People come every day to feel the comfort of the spot, friendship of the staff, their visit in Starbucks grew to experience and adventure of having a good time. Running successful business isn't about a great product anymore. It is about feelings, relations and strong inner connections to the producer.

by Martina Harvanova for PocketNews (http://pocketnews.tv)

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Edited by Iveta Nagyova