{"id":606,"date":"2018-01-06T16:24:29","date_gmt":"2018-01-06T07:24:29","guid":{"rendered":"http:\/\/www.assentia-hd.com\/en\/?page_id=606"},"modified":"2018-01-11T17:47:32","modified_gmt":"2018-01-11T08:47:32","slug":"howard-schultz","status":"publish","type":"page","link":"https:\/\/www.assentia-hd.com\/en\/our-spirit\/howard-schultz\/","title":{"rendered":"03-Howard Schultz\u3000\uff08Founder of Starbucks\uff09"},"content":{"rendered":"

\"\"<\/a>The business performance of Starbucks in the U.S.A mainland is making a recovery.
This is where the founder, Howard Schultz, puts the most effort now.\u00a0 \u3000
Communication with customers, new forms of communication, commitment to additional products. \u00a0
Starbucks clearly falls into the high price range amongst the coffee shops.The high-priced business is vulnerable to recession.Among recent food businesses performing well are gyoza shops (fried dumpling shops \u2013 Ohsho), Japanese family restaurants (Teishokuya), and McDonald’s…It is only a group of companies that seems to be visibly in the low price zone.\u00a0 Actually, MacDonald\u2019s is expensive. . .\u00a0 (Presentation technique?)<\/p>\n

The reasons to go to Starbucks.
\uff11\u3001Service is good
\uff12\u3001They are smoke-free
\uff13\u3001\u3001\u3001\u3001\u3001
\uff13 …
Any other reasons?
None…
Coffee taste is very subjective
I think very few people understand what is tasty and what is not.
Then what differentiates the shops?
It is the atmosphere created by employees!!!<\/p>\n

Below are the comments I heard Schultz make when he visited Japan ten years ago.
\u2193
\u201cProcter & Gamble invested heavily on advertisement and publicity in 1959, and won credibility and trust by airing a television commercial.<\/p>\n

90% of the people who viewed it for the first time believed in the corporate promise. Then 40 years later if you performed the same exercise, in fact 6% of the public believed it was true. The fracturing of trust is based on the fact that the consumer has been let down.
94% of the people do not trust commercials.
What we need from now on is not commercials but relationship with the customers.\u00a0
Communication with the customers. The problem is how to put it across to the customers. <\/p>\n

The birth of Starbucks began when I had an inspiration on a trip to Milan.
There are 200,000 coffee shops in Milan. They are called Bars in Italy.
This is not a coffee shop commonly referred to as \u201cKissaten\u201d in Japan. It is a local community space.
The product itself is not the vital part; it is a community space that puts emphases on communication with customers.
The customer\u2018s first contact in the shop is the Employee.\u00a0 For the customer to give trust to the chain shop,
First
We need employees with extraordinary awareness.
Without the trust between Company\u2190\u2192employees, we cannot gain the customers\u2019 trust.
This depends on whether an employee can imprint (stamp) their merchandise value, company value on the customer within at most the first 3 visits.<\/p>\n

In order to grow, the first thing is employee development.
Definitely, Starbucks has
\u30fb high price.\u30fb offer no bargains.\u30fbNo advertisements.
The passion (enthusiasm) for their product, brand and services spreads by word of mouth.
Starbucks opened their first store in Japan on Ginza in 1996.
When I requested a major international consulting company to conduct research, the response was that expansion to Japan would fail for sure.
The reason being:\uff11\u300180% of business of Starbucks is take-out
Eating and drinking while walking is considered improper manner in Japan, therefore other than \u201ceat-in\u201d coffee shops would not succeed.\uff12\u3001A Japanese coffee shop is a place to kill time, no customer would frequent a completely smoke-free shop.
\uff13\u3001Even if it succeeded, it would be only in densely populated Tokyo.
We believed in our own success.
I believed in our success since our growth was due to our focus on the person.
The unveiling was a great success. Of course, it was also successful in cities other than Tokyo.
It is often said that at the top of the enterprise pyramid are the shareholders, but that is not so.<\/p>\n

At the top the pyramid is the person. Employee and customer are at the peak, not the shareholder.
Starbucks\u2019 asset and key to success is the trust built with the employees.\u00a0<\/p>\n

Customers recognize that.
My story is not a usual American tale, but I have lived this life.
This is the fact of my success.
It is important to work hard every single day, to continue to build trust with employees and customers.\u201c
He is now restoring the business according to the philosophy he believes in.<\/p>\n

\u2193
I touched on the Schulz doctrine after a long time
Trusting relationship between the president, employees, and customers!
Schulz truly cherishes the employees wholeheartedly.<\/p>\n

It is so rare to give company stocks to the part\u2013timers.\u00a0
Schulz’s commitment to products has percolated to all employees.<\/p>\n

All employees are selling the product they truly believe in?
Employees themselves love the products, love the shop, all employees are wholeheartedly enamoured with the company\u2019s products.
I am sure the customers would be delighted to be served by such employees with an \u201cI love my company\u2019s products\u201d aura<\/p>\n

Would you like to see your company in this light?<\/p>\n

Assentia Holdings, Inc.
Akira Tsuchiya<\/p>\n

\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The business performance of Starbucks in the U.S.A mainland is making a recovery. This is where the founder, Howard Schultz, puts the most effort now.\u00a0 \u3000 Communication with customers, new forms of communication, commitment to additional products. \u00a0 Starbucks clearly falls into the high price range amongst the coffee shops.The high-priced business is vulnerable to recession.Among recent food businesses performing well are gyoza shops (fried dumpling shops \u2013 Ohsho), Japanese family restaurants (Teishokuya), and McDonald’s…It is only a group of companies that seems to be visibly in the low price zone.\u00a0 Actually, MacDonald\u2019s is expensive. . .\u00a0 (Presentation technique?) The reasons to go to Starbucks. \uff11\u3001Service is good \uff12\u3001They are … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":5,"featured_media":617,"parent":576,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"content-type":"","jetpack_post_was_ever_published":false},"aioseo_notices":[],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/P8Yf3D-9M","jetpack-related-posts":[{"id":576,"url":"https:\/\/www.assentia-hd.com\/en\/our-spirit\/","url_meta":{"origin":606,"position":0},"title":"Our Spirit","author":"nobu","date":"2018\u5e741\u67081\u65e5","format":false,"excerpt":"President Tsuchiya mail magazine Next CEO blog is this link \u2193 CEO blog https:\/\/blog.assentia-hd.com\/en-us\/ceoblog\/tag\/ceo-blog \u00a0 \u00a0 09 Can Japanese restaurants and franchises business target the world? First, about the franchise business, franchising first appeared in America and expanded around the world. 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