1. The video is about how Howard Schultz created Starbucks.

He was
inspired by Italian coffee bar. He wanted to transform Italian coffee
experience to America society. Then, Starbucks grow rapidly in America
and start its first expansion in Japan then Singapore. After massive
success, Howard decided to step down from CEO and leave the company
in strong financial position. The new management want to focus more on
expansion part, to drive more sales. The sales revenue was very high at
first, but then the revenue started to stagnate. Everyone was saturated to
see Starbucks all over the street. Starbucks lose its value as a third place
to relax. Howard noticed that the brand is weakening and warned the
management at that time to slow down and consolidate instead of
continue and grow. But Starbucks management didn’t hear Howard
warning and even continue their product by offering food and CD. The
stock plummeted up to 50%. Howard then join Starbucks as CEO again
in January 7 to rescued the company. Howard made a huge change in
company. But Lehman Brother crisis make company progress to slowed
down. There a lot of pressure, but then Howard successfully rescued the
company and improved it even more.
2. Howard Schultz
3. Espresso and coffee, food, CD.
4. The revenue is doubling every three year, but then it got stagnated.
5. America
6. The new Starbucks management, were focus on expanding the company,
therefore the customer lost its touch with what Starbucks originally offer,
which is the feeling of being in the third place to relax. Then, a Starbucks
that had been opened for seven years at tourist destination in china called
forbidden city was getting attention, because the local view it as western
globalisation imposing itself as Chinese heritage. When a CCTV
newscaster went to social media and asked a critical question, would you
open a Starbucks in embassy or white house. This question become a
controversy. Chinese people view Starbucks as cultural invasion,
Starbucks was perceived as big bad corporate.
7. Howard join Starbucks as CEO again and try to rescued the company. His
first move was to freshened up company senior management. In
February, he shocks the media. He closed the shop for half day and lose
around 6 million to restore credibility to brand. He wanted to retrain the
worker, he wanted bring Starbucks to its previous version. He wanted that
they brew the coffee manually again instead of automatically. He then
also cut down product offering and remove food from the shop. He make
statement that company will no longer value profit and stock over
 customer experience. In Japan the CEO encourage the store manager to
think for themselves, and show some initiative. In return, the sales in
Japan hit record of 1 billion as customer responded to the more
personalized feel of the store. In respond to Chinese controversy, Howrad
try to understand the culture by working with community, and partnering
with Alibaba. Howard make a high-profile deal with Alibaba. Starbucks
also created a coffee specifically for specific market and for specific city
to suit the product for the local.
8. Before retired, Howard state that Starbucks business in China will be
bigger than Starbucks business in America. And the new CEO, Kevin
Johnson aimed to increase the number of Starbucks store worldwide by
40%.